Study On Apple Farmers’ Behavior Under Different Forms Of Industrial Organizations

China is a large apple producer and plays a vital role in the agricultural economy andcountry’s national economy. The apple production in China is the top of the globalapple-producing countries and has been more than the sum of the Europe, America, Africaand Oceania. Therefore, China is the world’s largest producer of apple-producing countriy.Since the1978of reform and opening up, China’s apple industry has achieved great progress,apple production continued to increase, and popularization and application of new plantingtechniques and advanced management methods have greatly improved the country’s appleindustry structure, and improve the quality and quality of our fruit. The use of new inspectionand processing techniques not only provides security for the residents of diverse consumergoods, also increased sales of apple growers and create more space for the farmers’ income.However, due to the relatively low level of education of apple growers, and inadequateattention on the latest technology and management methods, farmers incline to believe in pastexperience in planting, resulting in low orchard management level, and the quality can notmeet the requirements of enterprises and consumers. Because of asymmetric information andfewer channels to accept price information, sales information and other changes on the applemarket, farmers is not sensitive to changes in the factors affecting the market, so it becomesvery difficult to access and analyze information between farmers and market. The status quoof China’s scattered small-scale cultivation, inherent varieties grown cause unreasonabledistribution of fruit maturity, development of apple pro cooperation organization is notcomplete, apple’s regional and easy storage features need to treatment of cold storagetechnology, fruit processing and deep processing technology development is lagging behind,disconnect between farmers and markets do not establish the appropriate contacts, farmers isdisadvantaged in apple sales and can not negotiate equally with big business. Too high cost toget market trading information causes apple growers at a disadvantage in the apple industrydevelopment, that greatly hindered the development of China’s apple industry and has playeda serious negative effect on the process of industrialization of agriculture. Therefore, China isnot the apple sales and trading power in the international market, and its competitiveadvantage is gradually weakened.Our apples’ grown is mainly scattered small-scale production, that is not conducive tothe popularization and application of new technologies and industrial operations, resulting ina high cost of supervision. Apple scattered planting can easily result in errors in judgment and decision-making on market supply and demand information. Apple’s unreasonable varietiesstructure and too concentrated time to market lead to market imbalance of supply and demand.It is difficult to promote policies and rules by the government on apples production and salecauses our fruit quality and safety issues. Our apple production based on household contractresponsibility system and the currentl small-scale decentralized management has greatlyhindered the popularity and use of advanced technology and management methods, andfarmers can not transaction with corporates at the same level. Asymmetric market informationmakes farmers to have to sell frui by intermediaries, and increases the difficulty to sell fruitand reduces sales revenue, and take a lot of risk about market volatility risk and technology.High monitoring costs from government advocacy and promotion of policy and regulatorycause a information rupture between the farmers and government. Therefore, someintermediate strength,such as various intermediary organizations, must be used between thefarmers with the market and the government.Currently, to combine scattered farmers with market, scholars generally believed thatprofessional management is an effective way to solve, and the agricultural industryorganization is one of the core content. In the state of perfect competition market structure ofagricultural products, the apple industry organizations can reduce the huge waste ofagricultural resources, and effectively solve some issuessuch as disorderly, excessivecompetition between farmers and leading enterprises. Our agricultural industry organizationscan effectively organize dispersed farmers and leading enterprises, enhance thecompetitiveness of apple fruit in the international market, improve farmers’ income andpromote circulation of agricultural products, abundant supply of agricultural products, meetresidents’ diversification and quality requirements, promote the development of agriculturalindustrialization and the rapid and stable development of the economy. Thus, to improve theapple industry organization is of great importance to improve our apple production technology,to use advanced management methods, to improve the yield and the number of sales prices,and enhance international competitiveness.This paper is based on dividing forms of industrial organization, to verify the impact ofthe industrial organization on farmers’ production behavior, sales activities and productionperformance by empirical analysis of survey data. In this paper, the planned behavior theoryand multiple linear regression model are usd to analysis the characteristics and factors ofproduction behavior of farmers under the different industrial organizations. The paper usesHeckman two-stage model to estimate the impact factors and strength of farmers’ choose onconsignment. It uses production of technical efficiency function and multiple linear regression models to analysis of the impact of industrial organization on farmers’ productionperformance. The paper expect to provide feasibility comments and suggestions to improveindustrial organization and farmers behaviors.