Research On The Relationship Between Channel Power, Channel Conflict And Famers' Cooperative Willingness

China is the largest producer of ginseng, ginseng accounts for about 70% of the world, for their distribution and other reasons, the circulation of ginseng has reached a bottleneck. Korea ginseng accounts for 15% of the world or so, but the its output is four times than china, the study of the ginseng circulation is imperative.Under the effective mediation of the economy market China's construction of ginseng in distribution channels has made some achievements but also emerged some problems. By information asymmetry, bounded rationality and other factors, "small farmers" in the "big market" rapidly changing and the lag time appears to be very passive. How to connect small farmers and large market participants the relationship between? From the view of development economics, treatment and maintenance upstream of ginseng's distribution channels is the first driving force in entire value chain.From the previous research of marketing channels for agricultural products, many scholars have examined the cost of distribution channels of agricultural products, the efficiency of distribution channels, the type-of agricultural product distribution channels and the optimization of agricultural products and other content distribution channels. However, only a few scholars to explore the relationship between channel power, channel conflict and farmers' willingness to cooperate, especially for agricultural products in the ginseng. Therefore, this paper based on the theory of marketing channel management, from the perspective of the relationship between channel members into the distribution channels of agricultural issues. This paper have two innovations:Firstly, the perspectives of innovation. Research within the behavioral perspective is from the channel, constructed of agricultural products distribution channels in channel power, channel conflict and the relationship between farmers' willingness to cooperate model; Secondly, the study of innovation. This study object is special agricultural products of ginseng in order to provide some reference to China's ginseng industry.This paper selected the most representative of the main producing areas of ginseng, using standardized analysis and case studies of combining research methods. Followed Yin (2004) the triangle principles of evidence, through various channels (such as literature method, the survey questionnaires, in-depth interviews) data obtained constitute evidence that triangle, the case study data base is more solid and effective, and thus draw the following conclusions:First of all,from the relationship results between distribution channel members of ginseng.It is very necessary that channel power are divided into "use" and "have". When the power of channel members exist nevertheless retain its functions.This will casue channel relationships change significantly. Use of coercive powers between channel members,channel conflict and cooperation will have a significant negative correlation between the channel members. However, coercive power between channel members, channel conflict and cooperation will have a significant positive correlation between the channel members.Secondly, different combinations of power relations between channels will have different effects on the results. This article builds a model that is a combination of power between members. On the basis of the preliminary examination, Author has come to which combined power have a greater impact and how to use this power in order to avoid channel conflict but also makes a strong willingness to cooperate among channel members. From early design to post-survey focus-depth interviews, the author used different research methods for members to explore different channel members. The study showed that different power combinations between farmers and purchasers during the game process. The more non-coercive powers used, the greater willingness to cooperate with each other. In the long run, this is the best option to maintain relationship between channel members.