The Research On Seed Dealers' Channel Behaviors

Seed is an important link in the agricultural production materials, which plays a very important role in our agricultural production. With the entry of overseas seed industry companies into our country's seed market, the competition between overseas seed industrial companies and domestic ones lies in the seed variety, market, marketing channel etc. The future seed industry's competition will be centralized on seed quality and seed marketing channel. However, our country's seed enterprises are prone to duplicate other industry's experiences and give little attention to the particularity and complexity of seed marketing channel when designing and managing marketing channels which results in serious channel conflicts, low channel loyalty and so on. All these problems have dramatically impacted our country seed enterprise's survival and the development.This dissertation mainly researches the relationship among the channel participants in the circulation process with an aim to provide a solid base for constructing more effective seed marketing channel. The smoothing development of seed marketing channel will be conducive to price and circulation mechanism of farm produce. Based on overseas studies, the writer discovers that the researches mainly centers on three fields: channel structure and construction, channel behavior, channel relationship management While in China, the researches mainly focuses on the channel structure and construction. As a matter of fact, there are still many problems existed in domestic seed marketing channel at present namely, fleeing good behaviors, unconsolidated seed producer alliance, serious conflicts between producers and dealers, even dealers and farmers etc. The problems directly or indirectly impeded the seed marketing channels construction. Therefore, studying the seed marketing channel behaviors, analyzing conflicts among the channel participants, using the channel power effectively, tightening the cooperation are become more and more urgent.Through reviewing literature and analyzing the correlative channel theories systematically, the writer designed the structural equation model for the seed marketing channel: channel behavior model. Then the writer applies the model to the discussion of seed channel behaviors of seed dealers which not only reinforce the theoretical research but also provide some advances for the improvement of seed marketing channels.This research uses the newest situation of the domestic seed marketing channel and the empirical data to analyze "The Channel Behavior Model" and obtain following conclusions: Firstly, the seed dealer will be less satisfied when it has conflicts with the producer in the seed marketing channel while the effective cooperation between seed dealers and producers will reinforce mutual satisfaction. Secondly, the dealer's more dependency on seed dealers on producers, the less likely they will have conflicts which means they may have cooperation; the usage of non- coercive power by the seed producers will increase their chance in cooperation and reduce their chance in conflicts ,while the misusage of such power might hinder their cooperation.Thirdly, there is a remarkable negative relation between the conflict and the cooperation; higher conflicts could bring on low-level cooperation. Fourthly, the coercive power of the seed producer has no remarkable effects on channel conflicts.These four conclusions are the reflection of application of "The Channel Behavior Model" and provide some suggestions for dealing with conflicts between seed dealers and seed producers; seed producers' exercise their power to reinforce mutual cooperation to promote stable cooperation, which is the purpose of this research.