The Research On The Influence Of Informal Institution To The Rural Market's Development

The rural market once is the peasant's backing economy life. But when it develops to the present stage, The village fair actually become to the collection and distribution center of the pretended and spurious product , and it didn't play a good role in promoting the rural society's circulation of commodities. This kind of phenomenon's production is not just because of the economical factor. The uncial rural informal institution ,such as the Confucians culture , Ethics custom, Morality, Small farmer thought and The Traditional family idea also restricts the development of village fair . This article mainly analyzed the village fair's present development situation from the angle of informal institution. And it also attempted to analysis the limited rational premise between the sale and the buyer in the village fair interaction by the evolution game theory, then it obtained the evolution stable balanced spot, emphasized the informer institute's vital role to the development of the village fair.The first part confessed the related theory of informal institution, and analyzed several kind of village informal institution that has important influential to the economy activities of the rural social. From four aspects to carry on the elaboration, it is the village Confucianism culture and thrifty traditional, the village family and the patriarchal clan idea, the village manners and customs as well as the village society's morals. At the same time it analyzed the informal institution's vital role to the rural social's economy activities. It built the foundation for the launches analysis of the meets down.As the foundation, the particle analyzed the rural market's brief history and the present situation, the economic function and characteristic. Then the particle explanted the rural market's production, function result and a step development from the informal institution's angle. At the same time it pointed out the vital role of the informal institution to the developing process of the rural market. As the extending part of the question, then it analyzed main body of rural market's behavior characteristic and the result of this behavior under the influence of the informal institution, this part adopted the real diagnosis analysis method. Firstly it carried on the sample investigation of local marketer's behavior characteristic (including buyer and sale), and it analyzed the result from the aspect of the informal institution. Then it carried on the evolution gambling analysis of the behavior of the buyer and sale in the rural market. Thismodel took a goal to analyze the counterfeit goods phenomenon in the rural market. Under the influence of the informal institution, the village fair market main body is the limited rational economizers, by the long-term study and strategy adjustment, the limited rational gambler would make this model restrains in such long-term balanced spot, that was: the sale sold counterfeit goods; the buyer adopted the low price strategy.To promote the rural market's development, at last it gave some related proposal to optimize the informal institution's vicissitude .The informal institution play a important role in the rural market's development, it maintained the normal work of the rural market, at the same time, it also delayed the rural market's transformation to the wholesale market of large-scale agricultural product. We Should obtain the following four aspects: absorption the essence of traditional culture to promote development of the rural market; Enhancement the publicity of the culture to help the Peasants to set up the ideology of marketing; investing on the education to the Peasants to enhance theirs capability on recognizing commodity; perfecting the rural market's control system to make up the restraint of informal institution.