The Adjustment Of Farmers Network Structure On Influencing Factors Of Farmers On Marketing Channel Choice

Ganzhou navel orange planting has experienced ups and downs for more than 40 years, gradually formed a complete industrial chain from the plant to the processing, transportation, etc.With 40 years of development, the number of farmers in jiangxi area is 700000, and the planting area more than 1.8million acres. Visiblely, the navel orange production and sales become an important factor to affect local farmers’ income level. However, Gannan navel orange can’t get rid of the contradiction between small-scale production and big market.At the same time, under the influence of storage, preservation technology, agricultural industry market risk is bigger.In recent years, scholars in the world have made certain progress to the study of the influence factors of agricultural product marketing channel choice, Especially study based on the theory of transaction cost. Concluded that, the influence of transaction cost for the agricultural products in different parts is different.As the heats up of social network research in the world, more and more scholars study the trading behavior embedded in social networks. And the syudy found that the trading behavior embedded in social networks has more competitive for organization.Based on the social network perspective, by introducing important construct in the nature of cross subject, network density and network centricity, to embed the farmers in the influence factors of marketing channel choice in the farmers network. Empirical studies have found that the transaction cost and farmers are the key factors influencing the marketing channel choice, farmers network structure in transaction cost and characteristic of farmers on the influence of the marketing channel choice have the effect of promotion and inhibition.