Abstract: On a global scale, all countries are still facing huge development challenges brought about by poverty. In recent years, brand poverty alleviation, that is, helping agricultural products in poverty-stricken areas build brands to increase farmers’ income has become a poverty alleviation method with Chinese characteristics. Many non-profit organizations have participated and achieved good results. However, in reality, there is also a mismatch between brand building decisions and the actual production capacity of farmers, resulting in low poverty alleviation benefits. Based on this, a Stackelberg game model is constructed to explore the brand building strategies of NPOs under the conditions of different capacity of farmers. The results show that: (1) the brand poverty alleviation measures of non-profit organizations play a significant role in increasing farmers' income in poverty-stricken areas; (2) The decision-making of brand building level is related to the cost of brand building, the awareness of poverty alleviation of consumers and the capacity of farmers in poverty-stricken areas. As a potential entrant, the larger the capacity of poor households does not mean that the higher the poverty alleviation benefit of non-profit organizations is. Guiding farmers to maintain a slightly limited production capacity can reduce the intensity of price competition and improve the income of both; (3) when the products in poverty-stricken areas enter The market does not always improve consumer surplus when competing with local products in the market. Finally, combining with the research results, it provides management enlightenment and theoretical support for the poverty alleviation work of non-profit organizations.

Key words: market entry, poverty alleviation, brand building, Non-profit Organization