Research On The Economic Behavior Logic Of "Special Mode" Rural Agents

The development of the new type of agriculture with both capital and labor intensive is complementary to the process of rural marketization.Objectively,the new type of agriculture needs a higher degree of rural marketization to solve the circulation of agricultural products.At the same time,the development of the rural marketization process is also conducive to promoting the expansion of the scale of new agriculture.Rural brokers,as the backbone leading the rural market,are the link connecting farmers and traders,agricultural products and markets,and an important link in the circulation system of agricultural products.They play an important role in the process of rural marketization.Using the method of case study,this paper selected a representative L village in shouguang city in terms of vegetable planting and rural broker development as the research object,and conducted a field survey on it.This paper describes the special broker mode of shouguang city,and analyzes the economic activities between rural brokers and various rural market subjects under the guidance of the limited socialization assumption of economic sociology,presents the logic of the economic behavior of rural brokers from the micro perspective,and discusses the influence of the logic of economic behavior on rural marketization.As a broker growing up in the countryside,he follows the social norms of the countryside.Its economic behavior is based on trust structure and embedded in rural social network.With the continuous advancement of rural marketization,the rural social network is no longer as close as before,and the actions of rural social groups are increasingly dominated by interest factors.In this context,rural brokers pursue the maximization of their own utility,which is mainly reflected in the maximization of economic interests.Therefore,while rural brokers follow social norms to varying degrees,they also maintain the action space for utility maximization selection.In economic activities,they not only need to use social relations resources,but alsofollow the traditional human logic and the rational logic of the market to a certain extent.Even when they obey or violate some social norms,they also keep the balance between benefits and costs.In the rural market that lacks legal norms,rural brokers do not completely pursue utility maximization,but the behavioral logic that is still affected by social norms constrains the blind pursuit of economic interests of rural brokers and vendors,thus maintaining the stability of the fragile rural market.However,with the deepening of the rural marketization process,the stability of the rural market objectively requires the improvement of the broker model and the integration of more laws and regulations.Previous studies on rural brokers mainly focus on the macro level,such as the development of brokers,existing problems and construction paths.There are few studies on the micro level,and few studies on the economic behaviors of rural brokers.This paper expounds the characteristics of the broker mode of shouguang city from the micro perspective,discusses the brokerage behavior of rural brokers,analyzes its internal logic and the effectiveness of the rural market,and enriches the micro research on rural brokers from the perspective of sociology.