Study On The Leading Agricultural Enterprises And Farmers Co-Channel Perprmance Based On Psychological Contract Governance Mechanisms

With the increasing competition in the world market, agriculture as the base of economic, its survival and development depends on the overall strength economic system In the current economic system of China’s household contract management, individual farmers independent engage in agricultural production and business activities into the market, high transaction costs, but lower market performance, which can not effectively drive the rural market and agricultural industries development. Therefore, the industrial management of agriculture increasingly become one of the strategies to solve the " three rural issues " in China to enhance the international competitiveness of agriculture. Farmers and other agricultural business entities "joint" to carry out the mode of agricultural co-operative "leading enterprise+farmer","Leading enterprise+Professional Cooperation Organization+farmers", the leading enterprise+base+formers", the leading enterprises+professional market+farmers " and so on, creativing direction of the rural industry and market developmentHowever, it is well known that these agricultural cooperative business model in practice, there will still be problems, especially widespread the channels speculation that channel members the actual behavior of a party to the contract provisions inconsistent behavior, for their own party for personal gain, at the expense of the other party channel members’ interests (Wathne&Heide,2000). The Writen study (2003) show that China’s agricultural co-operative contract default rate is very high, only about one-fifth of the farmers to fulfill the contract. Kwok Kam-yung (2007) survey data also show that only less than40%farmers can completely fulfill the contract. Retrospective reasons, I believe that, due to the basis of the authority of the traditional formal contract (Formal Contract) and relational contracts (Relational Contract), channels such as contracts, specifications relational governance mechanisms in the governance of the channels of cooperation relations generally ignored those hidden in the leading corporate representative with farmers heart is " self-evident " or "self-evident " psychological contract (Psychological Contract) content, resulting in a "governance failure " problem of the traditional channel relationship governance mechanisms.Therefore, based on the perspective of the theory of psychological contract theory and channel relationships, it is necessary to explore the channels of cooperation between leading enterprises and farmers governance mechanisms.In order to improve the performance of cooperative relations, cooperation practice guide leading enterprises and farmers. Enhance and improve the operating model of the industrial management of agriculture, as to solve the contradiction of small production and big market, the ultimate guide to the entire agriculture to a fully collaborative, mutually beneficial virtuous circle. Based on psychological contract leading enterprises and farmers channels of cooperation between the governance mechanisms, on the basis of the literature, through actual interviews and questionnaires, the text is divided into two parts:Part Ⅰ:a review of domestic and foreign leading enterprises and farmers Research cooperation between governance, based on the characteristics of the industrialization of agriculture,"company+farmers" cooperation, to build the leading enterprises based on the psychological contract between farmers and channels of cooperation governance mechanisms theoretical model framework.Part Ⅱ:through theoretical research model assumptions, design questionnaires to collect data through factor analysis method to test the structure of the governance mechanisms of the psychological contract; development pipeline performance measurement scale, the scale and impact of the psychological contract mechanism variable scale and test the reliability and validity of specific scales, thus empirical analysis based on the psychological contract leading enterprises and farmers channels governance mechanisms, the impact of the governance mechanism of channel performance, the psychological contract for each variable, the variables of governance the impact of the mechanism, and finally concluded and proposed countermeasures.