The Research Of Apple Industry Chain Collaboration Longitudinal Relationship In Shandong Province

Fruit industry which has an important role in improving the agricultural structure, increasing the income of farmers and rural economic development,which is the third largest agricultural industry after the grain and vegetables in China. Fruit industry as an industrial chain, mutual cooperation between the various sectors of the chain is also relatively loose; more over most growing are dispersed and small-scaled operation, which cannot meet the reality pressure and challenges caused by technology progress and competition in development of fruit industry. Thus how to strengthen the cooperation of each link in the chain of fruit industry is an important issue of the fruit industry to face.This paper takes Shandong apple industry as an example to analysis the vertical coordination mode of Shandong apple industry chain. In this paper, through the survey data of 200 famers, theoretical analysis, descriptive analysis and Logit two binary choices as the methods of analysis are integrated used. Apple industry chain includes the scope of seedling cultivation, product processing, product storage, transportation and sale of apple. From the theoretical study found that Shandong apple industry has formed a relatively complete industrial chain, connecting mode between all sectors market transaction, the new industrial chain, vertical integration of production contract close vertical collaboration forms. The form of vertical cooperation in sales link including market transactions, sales contracts, co-op and production contracts. Drawn from the survey data, the majority are sold to traders. Marketing transaction is still the main for in vertical coordination in apple sales links. The choice of farmers in vertical cooperation mode mainly according to the different situation of each region and the characteristics of their own, the purpose is to reduce the risk of price uncertainty and the transaction cost. Through the Logit two element selection model analysis showed that, the variables of the education level of farmers, non-agricultural income, whether payment guarantee, payment in a timely manner, to obtain a higher price, good fruit price fluctuations significantly improved.Based on the above theoretical research and empirical research, we put forward the following countermeasures and suggestions:(1)To increase the technology innovation and strengthen apple growers cooperative economic organization construction,government should give the necessary support and guide;(2)Promote closely cooperation between enterprises and farmers and reduce transaction uncertainty.