The Study Of The Performance Evaluation Of The Farmers’Cooperative Economic Organization Based On The Social Responsibility

With the in-depth development of China’s market economy, the Contradiction between thousands of small farmers and markets has become increasingly prominent, and become a "bottleneck" restricting our agriculture economic development rapidly. Especially after joining the WTO, the market environment of agricultural development had changed tremendously, China’s agriculture and rural economy is facing severe challenges. Under the realistic background, Farmers’Cooperative Economic Organization came into being, and presents a booming trend. As an important organization carrier of farmers into the market, The Farmers’Cooperative Economic Organization, not only to increase farmers ’income, protect farmers’ interests, it is also charged with the important mission to promote rural reform and new rural construction. At present, the overall development level of China’s Farmers’Cooperative Economic Organizations is uneven, and its function has not been fully realized, so it is urgent to build a scientific and effective performance evaluation system, to evaluate their performance, revealing the development status and gaps, in order to guide Farmers’Cooperative Economic Organizations developing healthy and orderly. Therefore, research for performance evaluation of the Farmers’Cooperative Economic Organization is particularly important.The social responsibility theory originated in Western countries in the1920s, and into the21st century, it is to become the focus of world concern. November1,2010, the introduction of ISO26000, sets off a fierce wave of social responsibility in the worldwide, it appeals to all organizations in the society should be committed to social responsibility, Farmers’Cooperative Economic Organizations can not be excluded. As a special economic organization which has a certain social function, Farmers’Cooperative Economic Organization, not only self-services, but also assumed some of the functions of government and community management. Visibly, Farmers’Cooperative Economic Organization has a natural fit with social responsibility, and its commitment to social responsibility is unshirkable.Based on this, this paper starts with social responsibility, as an entry point to research the performance evaluation of the Farmers’Cooperative Economic Organization. First, the article describes the development and current situation of the theory of social responsibility, summarizing and analyzing social responsibility performance evaluation methods, to lay the theoretical foundation for the full text. Secondly, through the analysis of concept, characteristics, principles and functions of the Farmers’Cooperative Economic Organization, reveals the theory and practical basis of its Commitment to social responsibility, and describes the generality and particularity of their social responsibilities. Thirdly, based on the content of its social responsibility, combined with stakeholder theory, we build a social responsibility performance evaluation index system for the Farmers’ Cooperative Economic Organization, and it includes six aspects of the creditors, members, consumers, business partners, government, and society. Then we use the Analytic Hierarchy Process (AHP) to weight values of each indicator according to the expert survey. The results show that the top three main bodes are members, social, and consumer, with the proportion of48.63%,22.57%,14.36%respectively. Finally, I select two representative citrus professional cooperatives in the Changshan county of Zhejiang province, Dabaoshan and ChangQing, to make an empirical analysis. The results show that: the Dabaoshan citrus cooperative bears a lot of social responsibility, its performance are good, and the social responsibility performance of ChangQing citrus cooperative is slightly worse. Specifically, both of the two cooperatives have some Inadequacies in their commitment to members and the society. In addition, the ChangQing Cooperative has a great lack of responsibility to consumers. In the end, the article summarized the conclusions of this study and described the limitations in this article and the future research directions.