Based On Psychological Contract "Farmers+Leading Enterprises" Marketing Channel Relationship Management

"Farmers-leading enterprises "is the main marketing mode of agricultural products inChina. Under the system of household contract responsibility, there have the problems of hightransaction costs and low transaction efficiency for individual farmers entering market, as wellas the contradiction between small production and big market.This model is a good solution tosolve these problems and is widely respected. However, with the continuous development ofthe agricultural marketing cooperative, more and more problems exposed in the course. Bothfarmers and leading enterprises have channels speculative behaviour making the channelrelationships instability, especially low performance of the contract. The high default rateseriously affect the development of our country’s agricultural products marketing cooperation.Most of the defaults are form farmers, when the market price is higher than the contractcontract price, farmers have a strong motivation to resale agricultural products in the market togain more benefits.This article will attempt to carry out research on the the marketing cooperative relationshipbetween the farmers and leading enterprises and introduce the concept of the psychologicalcontract analyze the psychological contract’s impact on channel management and channelrelationship behaviors in order to improve cooperation between farmers and leadingenterprises and the stability of the channels.Based on the theory of psychological contract, therelational governance model is build. Subsequently, an empirical study is carried on accordingto in the survey data. The results show that: the transactional contract have a negative impactfor farmers and leading enterprises planing and solving the problem together with and therelational psychological contract have a positive impact; relational governance on have asignificant negative impact on speculation. This shows that the psychological contract has animportant role in the channel relationship governance, the realization of the psychological contract can improve farmers’ commitment and compliance levels and prevent the breach andviolationof the psychological through channels governance to prevent speculation promotechannel stability. Therefore, for the act of farmers and leading enterprises channel relationship,it is not only to perfect the dominant contract, but also to understand psychological contractwhich is the respective implicit expectation perceived by both partners.