Study On The Imapact Of Chain Organization Mode On Farmers' Sales Behavior

Modern agricultural competition has become a competition in the industry chain.The agricultural industry chain has been proven in practice to reduce transaction costs,increase the competitiveness of agricultural products,and increase income for farmers.Compared with the meat and poultry agro-industry industry,the vegetable industry is characterized by the independence of vegetable farmers,the large impact of the natural environment,the low level of vegetable processing,and the short storage time.Therefore the vegetable industry chain is relatively less organized and integrated,and its competitiveness is not strong.How to improve the degree of organization of vegetable industry chain is of great significance.With the improvement of the consumer's living standard,the demand for high quality agricultural products is increasing.The farmers provide the products as producers,and the essence of the industrial organization is a kind of transaction coordination mechanism between the farmers and industrial organization,sothe supply of high-quality agricultural products and the development of industry chain is inseparable from the active participation of farmers.This paper aims to study the sales behavior of farmers in the industrial chain.First part of the research:using descriptive statistics and cross-over analysis to explore differences in farmer's behavior in different industrial chain organizational models,it was found that the production behavior of farmers in the cooperative-driven industrial chain model was relatively more standardized,and the trading relationship in the cooperative-driven industrial chain model with the industrial organization is more stable.This shows that the agricultural industry chain will have an impact on the behavior of rural households.In order to study what kind of impact mechanism,this article attempts to reveal the effect of industry chain organization on farmers' salesbehaviors,and this is the third part of the research:Farmers choose the vegetable trade object is its essential link with the industry chain organization.From the perspective of the industrial chain,based on the data of 178 vegetable growers,using the Lewin metal of behavior to study the internal and external factors affecting the farmer's sales behavior,and explore the interaction between the industry chain organization and other factors on the sales behavior of rural households.The results of the study show that the proportion of farmer selling vegetables to organizations is significantly affected by the planting area,farmers' attitude towards the industry chain,government support,standardized production behavior,and the industrial chain organization model,and also confirm that there are interaction between industrial chain organization and farmers' brand attitude,industrial chain organization and government support,industrial chain organization and standardized production on farmer household's sales behavior.According to the research results,based respectively on the identity of the industry chain organization and the government,it is recommended to establish a complete industrial chain operation mechanism,extend the vegetable industry chain,improve and implement policies,and improve the supervision and management system.