Hebei Pear Marketing Retail Cooperative Relationship And Performance Correlation

The pear is very competitive in Jizhong region of agricultural products, its unique natural resources, has a long history of cultivation, planting area of breadth, annual output of climbing is Hebei Province is an important export products, with production and marketing integration trend. In the marketing channel, the formation of a wholesale distributor as the core of the multi channel system structure, in the entire marketing process, the need for close cooperation between dealers. However, with the ever-changing external environment, in recent years pear between wholesalers and retailers cooperation relationship is not stable, continuously low efficiency of cooperation, a direct impact on cooperative performance, thereby causing pear hair sales are sluggish, the effect of planting households income, increase the farmers planting risk, greatly blow to the farmers planting enthusiasm, but also affect the stability of pear supply chain, and brings adverse effect to the economic development of Hebei Province. Improvement of pear fruit wholesalers and retailers cooperative relations is conducive to the building of a smooth, efficient marketing channels, improve the cooperation performance, with important theoretical and practical significance. Elements and connotation of pear marketing channel zero cooperative relationship and interaction relations, the main contents of this paper, the related literature at home and abroad, combined with field research, identify four elements are trust, commitment, communication, cooperation, explore its connotation and the interaction. It is proved that the enhancement of cooperation in a particular element, will not only directly strengthen cooperation, but also by promoting role, and further improve the cooperation between the channels on the other factors. Demonstrate which factors have a critical impact on improving the cooperation relationship between wholesalers and retailers, as well as how to implement relationship management strategies among marketing channel members. Second is to investigate the correlation between these factors and cooperative performance. To demonstrate the improved pear marketing channel zero cooperative relations role in promoting cooperation performance. In this paper, according to the research process to build a conceptual model, and based on the analysis of the data collected by the questionnaire, to prove whether the hypothesis was established, and thus the relevant results. Based on the results of the study put forward the following suggestions: 1. To establish a flexible mechanism of trust and relationship commitment; 2. To establish a unified platform for information communication, improve the quality of information communication; 3. To improve wholesalers and retailers long-term cooperative ties to a new level. At the same time, it points out the limitations of the research, and further research directions.