Positive Study On Cooperative Behavior Of Farmer Households In Marketing Of Agricultural Products

Fanner household is an important and basic unit in agricultural production and management of our country. Whether farmer households could go smoothly into market concerns directly the process of internationalization of our country. The practice shows farmer households' co-marketing behavior of agricultural products-cooperating with other economic subjects-is an effective choice for them to go smoothly into market. Therefore, it is undoubtedly of great significance to ascertain the inherent mechanism of farmer households' cooperative behavior, master its influential factors and seek the ways to effectively guide them to cooperate and help them go smoothly into marketThe thesis regards farmer households' cooperative behavior in marketing of agricultural products as the research object, bases itself on the investigation data to farmer households of Jiangxi Province, adopts the methods of canonical and positive research and shows the research through the train of thought of why farmer households cooperate and how they cooperate:First of all, the thesis looks back on and combs the past relative achievements and research theories. Based on this, it sets up theoretical analysis model of farmer households' co-marketing behavior so as to provide a logical reasoning framework for the research of the thesis.Second, starting from the needs such as saving exchange cost and going with environmental change, the thesis, in theory and practice, probes into the reasons for farmer households' cooperative behavior and responds to farmer households the problem of why they cooperate.Third, according to the effective samples of 1085 investigated farmer households in Jiangxi Province, the thesis adopts the methods such as statistical analysis and metrological model check to positively analyze the influential factors on farmer households' cooperative willingness, cooperative partners, cooperative ways and fulfillment behavior, reveals the inherent mechanism of farmer households' cooperation and responds to them the problem of how they cooperate.Finally, based on the above research, starting from fanner households' basic feature of small scale and decentralization in our country, by centering on guiding farmer households to conduct proper scale management, cultivating various marketing subjects, devising scientifically sale contracts and so on, the thesis puts forward a series of suggestions and strategies to effectively guide their co-marketing.The main conclusions of the thesis are as follows:1. The basic reason for which farmer households implement co-marketing of agricultural product results from two needs. One is the need to save exchange cost. The exchange cost is very high if a single fanner household makes a deal in the market, but co-marketing can reduce the exchange cost. The other is the need to go with the environmental changes. Farmer households' own strength is so weak that they feel they are difficult to adapt to the environmental changes such as economic globalization, advance of science and technology and constantly-changing demands of consumers, but co-marketing can help them strengthen the ability to adapt to the environmental changes.2. Cooperative willingness is the premise to successfully implement cooperation, so in order to effectively guide farmer households to cooperate, their cooperative willingness should be enhanced. Presently, their willingness of co-marketing is relatively strong, but different farmer households have different cooperative willingness. The positive result shows their willingness to cooperate results from comprehensive influences of various factors. Production and management scale, special facilities input, production centralizing degree, price fluctuation, sale difficulty, government support and distance to the market have notable positive influences on their cooperative willingness. Farmer households who produce different agricultural products have different cooperative willingness. Those who raise poultry have the strongest cooperative willingness; the next are those households who grow fruits and raise aquatic products, and those who grow vegetables and grain have the weakest cooperative willingness. Yet the risk attitude of farmer households has a notable negative influence on their cooperative willingness.3. In co-marketing of agricultural products, a certain proportion of farmer households choose respectively to cooperate with mongers, leading enterprises, cooperative organizations or associations and professional wholesale markets, which takes on the feature of diversity. The positive result shows different farmer households have different choices, but there is inherent regularity. For example, those with large-scale management are more willing to cooperate with leading enterprises and cooperative organizations or associations, but those with small-scale management are more willing to cooperate with mongers. Those who grow fruits are more willing to cooperate with cooperative organizations, but those who raise poultry are more willing to cooperate with leading enterprises. Therefore, if farmer households are to cooperate successfully, various marketing subjects should be greatly developed so that farmer households with different features can have proper cooperative partners.4. In co-marketing of agricultural products, farmer households sign oral contracts in a higher proportion(58.8%) than written ones(41.2%). There is still a certain gap between this result and the ideal state. Governments at all levels should strengthen its guide so that more farmer households sign regular written contracts. Concretely speaking, the final choices of different farmer households are different. The positive result shows what cooperative ways farmer households choose is not only relative to the feature of farmer householders, the feature of management, the type of agricultural products and the environment around, but also relative to the type of cooperative partners. Therefore, in order to guide farmer households to sign regular written contracts, the above influential factors should be controlled effectively from a multidimensional angle.5. The fulfillment of contract is the key to successful cooperation and the assurance of further cooperation in co-marketing. However, the investigation shows only 38.3% of farmer households fulfill their contracts. The low fulfillment rate of contracts greatly influences the development of co-marketing of agricultural products. However, the positive result shows different farmer households have different fulfillment behaviors. Whether farmer households fulfill their contracts is not only relative to the feature of farmer householders, the feature of management, the type of agricultural products, the environment around and the type of cooperative partners, but also relative to the provisions of contracts. Obviously, in order to improve the fulfillment rate of farmer households, the above influential factors should also be controlled effectively from a multidimensional angle.Based on the above conclusions, the thesis puts forward some strategies and suggestions:1. Fully respect farmer households' own choice.2. Gradually guide farmer households to manage on a proper scale.3. Greatly cultivate various marketing subjects of agricultural products.4. Arouse farmer households' passion for special facilities input5. Enhance production centralizing degree in the light of local conditions.6. Scientifically devise sale contract of agricultural products.In addition, governments at all levels should give supports in policy, give instructions in concrete operation, increase capital investment of rural man power and stabilize the prices of agricultural products. At the same time, marketing subjects like leading enterprises should strengthen their own credits.The main original views of the thesis are as follows:1. The originality in research train of thought and research angle of view. The thesis regards farmer households' co-marketing behavior as the process, follows the logic of why they cooperate and how they cooperate, originally sets up the analysis model of their co-marketing behavior and systematically reveals the inherent mechanism of their co-marketing behavior at a microcosmic level, which hasn't appeared in the same kind of research. It not only avoids the stereotype of the past research, but also enlarges the research scope of farmer households' co-marketing behavior. Therefore, the thesis provides a new train of thought and a new angle of view for the research of farmer households' co-marketing behavior. 2. The originality in application of research method. M-logistic model is one of the best model to explain the problem of people's multi-dispersion choice in economic life, but there is still no literature to apply this model to positively research the influential factors on farmer households' choice of cooperative partners. The conclusions of the thesis drawn by applying this method tally with the real conditions and also accord with the analysis conclusions of economic theories, so it can be said the analysis method the thesis adopts is scientific and it provides a new analysis means for the research of farmer households' co-marketing behavior.3. The originality in research conclusions. Firstly, the relation the thesis illustrates and reveals in theory between fanner households' co-marketing behavior and exchange subjects, exchange objects and exchange environment is of inherence and dynamic characteristic. Those farmer households who try to violate this regularity are irrational. Secondly, the thesis makes a metrological check and positive analysis to the influential factors on the cooperative willingness, cooperative partners, cooperative ways and fulfillment behavior of farmer households. The conclusions of the thesis respond well the problem of how farmer households cooperate.