| The 19 th CPC National Congress points out that we should persist in targeted poverty alleviation,resolutely win the battle against poverty and emphasize the role that cooperatives should play.Cooperatives organize scattered small-scale farmers to enter the large market,to a certain extent,that alleviate or eliminate the plight of small-scale farmers in participating in the large market.However,the differentiation of farmers has resulted in the heterogeneity of cooperative membership structure,and the benefit-poor nature of cooperatives will also be differentiated accordingly.At the same time,from the perspective of future trends,cooperatives are still an important infrastructure for the circulation of agricultural products in China,but with the strong support of national financial resources,governments at all levels have taken various measures to promote the development of direct supply and direct marketing of agricultural products.Because of the complexity of agricultural supply chain and circulation channel,farmers will face the challenges of marketing channel choice and channel competition conflict.In addition,after farmers joined the cooperatives,the decision-making power of production has been transferred to the cooperatives to varying degrees.In order to obtain potential market benefits,cooperatives have increasingly strengthened their control over the quality of products produced by their members.This actually reflects the unfair decision-making process,which can easily lead to farmers’ breach of contract and the breakdown of membership relations.Therefore,this paper studies the coordination of agricultural supply chain operation under the dual-channel and the concern of procedural fairness from the perspective of the benefit-poor nature of cooperatives and the heterogeneity of farmers.Firstly,according to the current situation of modern agricultural products circulation channel modes,this paper establishes game models under different marketing channels,namely,complete cooperative channel,complete direct marketing channel,cooperative and direct marketing co-exist hybrid channel,and analyses the interaction between cooperative channel and local market direct marketing channel,and explores the mechanism of cooperative’s benefit to poor farmers.We find that: 1)members of cooperatives will form collusion in the local market.Even if the total production of farmers is different,all farmers supplying cooperatives sell the same amount in the local market.2)Cooperative channels attract low-cost farmers,and cooperatives provide them with the opportunity to sell large quantities of agricultural products to large markets.3)The local market price under the mixed market structure will increase.Therefore,the existence of cooperatives is conducive to the high-cost farmers who only sell in the local market.4)The members of cooperative will sell more agricultural products to cooperatives under the mixed market structure than through the full cooperative channel.Then this paper introduces procedural fairness concerns and the quality of agricultural products,and analyses the supply chain operation under farmers’ procedural fairness concerns.The findings are as follows: 1)When the cooperative determines the quality effort level,it will get higher profits.Therefore,the cooperative will not authorize farmers to determine the quality effort level.2)Farmers’ procedural fairness concern to a certain extent is beneficial to both sides and the overall profit of the supply chain,and promotes the coordination of supply chain operation.However,excessive attention to procedural inequity is not necessarily a good thing for farmers and the whole supply chain. |
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