The Empirical Study Of Channel Opportunism And Influencing Factors Of Seed Circulation Enterprises

Channel intermediaries is an important form of the many companies currently selling their products, Seed Agents as a part of business sales channels, although the only the external organizations of manufacturers, it is an important part of the industry chain of finishing the seed value. In recent years, with domestic and international seed market competition and buyer’s markets began to grow, the role between seed agents and manufacturers quietly changed. Seed Agents are closer to the end-user market, which can grasp more resources and demand information in a favorable position in the channel competition. As seed agents powerful and practical information asymmetry,it is the problems that agents channel speculation and production suppliers and agents serious channel conflict and channel member loyalty is low, these problems have seriously affected the survival and harmonious development of the seed marketing channels in China, also cause great inconvenience to the harmonious channel order seed companies in China and building. As we all know, the dominant contract, authority and norms are the main methods of controlling channel opportunism.the dominant contract and norms as two effective governances have been respected by the vast number of research scholars. In this study, from the perspective of the seed producers and manufacturers using methods of governance,the author explores the scale of impact of channel opportunism of the seed agents. Selecting agents’ resources, dependence, and the dominance of contracts and other variables, and analyzing the norms as adjustment variables of various factors on the seed agents channel opportunism, and the combination of the actual seed industry marketing channels through the relevant literature research hypotheses and build channels of speculative behavior influencing factors conceptual model from the seed producer’s point of view, collecting180empirical survey data using the method of analysis and multiple hierarchical regression analysis to verify the relationship between these variables, the "channel speculation behavior patterns influencing factors type were analyzed. In conclusion:①The unique resources and social relations capital of seeds agents showed significant positive correlation to the manufacturer to agent’s functionality dependence; the unique resources and social relations capital and manufacturers relying on alternative agents showed significant positive correlation. The existing research has pointed out that the resource is an important source of dependence.If agents have more internal and external resources, so the manufacturer of its dependence on the corresponding is also the greater, which is the actual situation of the seed industry channels.②The functionality and alternative dependence of manufacturers on the seed agents has positive correlation with the speculative behavior of seed agents. That the cooperation of manufacturers and seed dealers, manufacturers having more dependence on agents, such as advertising and promotion, brand awareness, promotion of new products, and the agent’s sales and profits, the agents is essential to manufacturer in the high percentage of overall sales of the manufacturer, the likelihood is greater to the channel opportunism.③The norms and dominant contracts have a significant negative correlation with channels opportunism of Seeds agents. Both sides in the cooperation process, the contract to develop more detailed, specific and in writing to be described, and measures against the occurrence of channel speculation in the cooperation contract expressly that the agents forced to contract the pressure and consideration of long-term interests will greatly reduce the possibility of channel speculation.④The norms played a regulatory role in contracts,agents resources and agents channels opportunism. Norms regulated the level of channel speculation caused by agents resources, when the agent resources are unchanged, a high level of relationship norms can weaken the probability of speculative behavior of the seed dealer channels, and vice,versa are likely to increase the the possibility of agents channels speculation. Manufacturers in the process of cooperation and seed dealers, you should focus on improving the relationship between the two levels of specification, that the two sides jointly develop plans and willingness to solve the problem together, which will greatly reduce seed dealer channel speculation.The4conclusions of the channel opportunism factor model are the actual reflecting to seed marketing channels in China.lt is useful to dealing with the channel opportunistic behavior and conflict, and manufacturers how to use their resources to enhance mutual the stability of cooperation,while it is fit the purpose of this study.