Study On The Quality Safety Behavior Of Core Enterprise In High Quality Pork Supply Chain

China is the largest producer and consumer of pork in the world while potential dangersof quality safty are ubiquitous, involved the excessive of harmful heavy metal or drugresidues which are hardly perceived and the “clenobuterol hydrochloride poison”. It isbecoming a important practical problem which is concerned by government, scholars andconsumers that how to promote the production of high quality pork. Pork quality in a supplychain is influenced by quality safety behaviors of partners as well as the coordination of thebehaviors.as the core enterprise in high quality pork supply chain, slaughter and processingenterprises play a key role in ensuring the quality and safety of pork for its self-discipline andsupervision or guide to partners. Based on methods such as literature access, expert interview,field survey, according to the related theory of the formation of pork quality behavior, thispaper comprehensively uses the methods such as system analysis, statistical analysis andquantitative analysis to analyze the quality safety behavior of core enterprise in high qualitypork supply chain from four aspects which are the basic theory, descriptive analysis, theforming mechanism of good behavior, intention and the suggestion for improving thebehavior.Concept definition and theory explanation laid the theoretical foundation for thisstudy.this paper introduced high quality pork, high quality pork supply chain, and the fuctionof core enterprises to ensure the quality and safety of pork. Based on this, conception,intention, content and expression of good quality safety behavior of core enterprise in highquality pork supply chain are analyzed in detail. It shows that good quality safety behavior ofcore enterprises in high quality pork supply chain is based on recognition, regards all partnersas its action object, be build in strong quality safety control ability, be driven by theenhancement of overall competitiveness of high quality pork supply chain and pursuit ofoptimal personal interest, pursue coordination as its target. Also, it is a generic term of prior,project and follow quality safety behavior such as setting standard, controlling and improving.The descriptive analysis to behavior and awareness of quality safety of core enterprises isthe realistic basis of this paper. Based on522questionnaires from9provinces, this paperanalyses quality safety awareness and behavior of core enterprises from3aspects which arethe prior, the project and the follow. The results show that: the quality safety awareness levelof surveyed enterprises is generally high and most enterprises perform well in4aspects ofbehavior such as setting standard, controlling the quality of input, collaborating with partnersand error recognition or correction. While there are many shortages in quality safety behavior such as partner selection, partner supervision, slaughtering and responsibility.The formation mechanism of good quality safety behavior of core enterprises is theimportant content of this paper. Firstly, factors which influnce the fomation of good qualitysafety behavior are analysed. Then formation mechanism of good quality safety behavior ofcore enterprises is discussed. It shows that the factors are own factor, market factor andenvironment factor. Good quality safety behavior of core enterprises form because of thecombined action of5mechanisms which are dynamic mechanism, transmission mechanismpromotion mechanism, guarantee mechanism and evolution mechanism.5mechanisms effecteach other, be independent with each other and promote each other. As a result, a virtuouscircle such as “behavior improvement�'pork quality improvement�'customersatisfaction improvement�'supply chain performance improvement�'individualperformance improvement�'motivation improvement�'behavior facilitation” forms.The intention of good quality safety behavior of core enterprises is the key content of thispaper, which is analyzed according to the theory of planned behavior analytical framework,using factors analysis model, multivariate linear regression analysis mode and logit model.The results shows that: core enterprise’s implementation is effected derectly by3intermediatevariables among which the attitude toward the behavior effects most, subject norm takes thesecond place and the perceived behavior control effects least.4categories of factors haveinderect significant positive influence on core enterprise’s intention for good quality safetybehavior. Specifically, among the factors of basic feature, staff’s quality effects most, amongthe factors of goal attainment, improving the economic interests and meeting customer needand improving enterprise reputation effect most, among the factors of environmental pressure,the consumers effect most and among the factors of resource conditions, human resource andtechnical equipment effect most.Countermeasures for promoting the implementation of good quality safety behavior arethe foothold in this paper. Countermeasures is put forward from3aspects which are coreenterprises, government and market. Specificaly, the core enterprises should learn more andregulate their own behavior, the government should strengthen supervision and guide topromote core enterprises improve their behaviors and create a healthy market environment tolead core enterprises improve their behaviors.