| Since the implementation of seed law of People's Republic of China in 2000, which signals the seed industry has entered into its key time of market-oriented transformation, the allocation of seed resources have begun to transform from government controlled pattern to market-driven one. The enterprises become the entity of market competition. It has become the focus of government officials, scholars and other relevant professionals to accelerate the innovation of system, to improve the management level, to strengthen the power of seed industry in China. As the core factor of the whole industry chain, the interest distribution determines the sustainable development of the whole industry. Nowadays the problems of interest distribution have been worsening between each chain in the seed industry. While on the other hand the satisfaction of each market entity on the interest distribution will directly influences the cooperation and relationship between each chain, or even will reduce their enthusiasms on participation in market competition, and then will decrease the competitiveness of the whole industry chain. The retailers of seeds, as the last chain in the industry, have been taking a very important part in the whole industry chain. Above all, it is necessary to conduct a research on the interest distribution in the seeds industry chain, and also this research will offer some reference on how to improve the overall competitiveness of the seed industry, which is the aim of this essay.Based on other documents, this essay compares the expected interest and the actual interest of seed retailers in the industry chain, analyzes the reason of difference, build up a framework of the seed retailers interest distribution and its influence factor, and conduct a practical research on the seed retailers in Hubei Province, Anhui Province and Jiangxi Province which are three big agriculture provinces in China, to study the status quo and its main influence factors of the difference between expected interest and actual interest of seed retailers in seed industry.There are five chapters in this essay include the preface. As an overall chapter in charge of the whole essay, the preface give a brief and systemic introduction of the study background, the aim, the significance, the structure, the research method, the main content and the framework of the essay. The second chapter gives an review of relevant documents. It reviews and summarizes the theory on interest distribution of seed industry which offers theory basis of this essay. The third chapter explains the research design, which includes assuming the hypothesis, building up theoretical model, designing the questionnaire, selecting the sample and the data analyzing method. The fourth chapter mainly analyzes and discusses the data, including descriptive statistics analysis, reliability analysis and validity analysis, and also test and verify the interest distribution model. The fifth chapter summarizes the conclusion, offers the practical suggestion, indicates the shortcomings of this essay, and gives a expectation for further research.The conclusions of this essay is as follows:1.The essential features of seed retailers takes influence on the actual interest distribution and expected interest distribution. The features include the operating time of seed retailers, and also whether the retailers worked in agriculture department takes a great influence on the actual interest distribution and expected interest distribution. And academic background and registered asset of seed retailers are greatly related with the expected interest distribution.2. Seed retailers'own resources and social resources are positively related with the interest distribution between actual interest and expected interest, and social resource places more influence than retailers' own resources on the actual interest distribution and expected interest distribution.3.The cooperation risk and market risk of seed retailers is negatively related with actual interest distribution, and the cooperation risk is positively related with expected interest distribution, and moreover market risk has no obvious relation with expected interest.4. Currently the actual interest distribution is far less than expected interest distribution.On the basis of the above conclusions, this essay offers some instructive suggestions on the improvement of the status quo of the interest distribution in seed industry chain from three aspects of seed retailers, seed agent and government:1. Seed retailers should study more and focus on their own business, should increase their own resources to have more say in interest distribution, and should put more attention on marketing strategy in order to accumulate social resources.2. Seed agents should choose large retailers with more business power as their long-time partner, and also should make good use of relationship marketing strategy to maintain the relationship between each other. By doing that, seed agents could on one hand reduce the cooperation risk with retailers and could on the other hand improve their own performance.3. The relevant government institutions should improve their governing and supervising function in order to build up a fair and orderly environment for market competition, should formulate related policies to guide financial institutions to create a good financing environment, should popularize relevant scientific management knowledge, instruct local powerful seed circulation enterprises to lay solid foundation, improve their strength, and then increase the efficiency of seed circulation. |
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