中文摘要：

利用二元Logistic模型,从个体特征、家庭特征、合作社特征与社会经济文化环境特征等4个方面,基于农民专业合作社理事长视角,对影响农民专业合作社品牌创建的因素进行实证分析.结果表明,文化程度、是否有经管类专业背景、家庭人均纯收入、农业收入占比、销售比例、入社金额、合作社成立年限、销售市场区域、农产品价格波动、银行借贷与政府扶持对农民专业合作社品牌创建行为有正向的影响,而年龄对合作社品牌创建行为的影响为负;性别与家庭人口数对理事长带动合作社进行品牌创建行为的影响不显著;相比其他类型的农产品,从事粮食类作物与养殖类农产品生产的合作社更倾向于创建农产品品牌.

英文摘要：

From the four aspects of individual characteristics, family characteristics, cooperatives characteristics, social economic and cultural environment characteristics, this paper studied the factors influencing the brand building of the farmers＇ professional cooperatives by using two element Logistic model, based on the perspective of farmers＇ professional cooperatives＇ director. The research results showed that, the degree of culture, whether having the background of economy and management specialty, the net income per person in a family, the proportion of agricultural income, the proportion of agricultural products sales amount, the cost joining into the cooperatives, the time of cooperatives had established, regional sales market, agricultural product prices, bank loaning and government supporting for farmers＇ professional cooperatives had positive influence on brand building, while the age had negative influence on building brand; The influence of gender and the number of family people on building brand were not significant. Compared with other kinds of agricultural products, the cooperatives which produced food crop or breeding products had more possibility to build product brand.