Study On The Performance Evaluation Of Fruit Cooperatives In Tai'An

In the course of 30 years from the 1990 s to the present,the farmers' professional cooperatives in China have gone through an evolutionary stage from germinating to growing and then to further developing,and have begun to transform and upgrade with the development of modern agriculture.With the rapid development of our national economy,the fruit industry has grown rapidly,become the third largest agricultural planting industry behind grain and vegetables,and had a broad market prospects in recent years.As a result,the fruit professional cooperatives,with farmers as main body,democratic autonomy as core,common interests as link,and income growth as purpose,have become an effective carrier to invigorate the rural economy,increase the farmers' income and boom the fruit industry in the new era.Tai'an,relying on its unique natural and social conditions,has been striving to develop the fruit industry for many years.By 2019,the total area of orchards has reached450,000 mu.The fruit professional cooperative in Tai'an plays increasingly important roles in effectively connecting modern agriculture,creating an internal driving force of rural revitalization,and leading farmers to eliminate poverty and becomes a main force of fruit industry.However,there are also some problems in the development process,such as low level of scale and organization,low efficiency of production and operation,and unbalanced development.Based on transaction cost theory,principal-agent theory,and the performance evaluation theory as the theoretical basis,taking 20 professional cooperatives randomly selected from Tai'an as the evaluation sample,the paper constructs a performance index evaluation system for fruit cooperatives with 18 three-level indicators by the analytic hierarchy process(ahp).The evaluation system assigns weights to each evaluation index to make it pass through the random consistency test.Then deals with the original data with different quantity units and levels without demensionary manage,obtains the performance and comprehensive performance of each individual index through linear weighting calculation,conducts the overall ranking and gets the final corresponding conclusion.It is found that economic benefitindex is the core factor that affects performance appraisal,and sometimes the comprehensive performance appraisal results may be biased to some extent for it cannot accurately reflect the overall conditions of cooperatives.Based on the empirical analysis of evaluation samples,we found the following problems for the fruits' professional cooperatives in Tai'an:(1)the low scale degree;(2)the non-standard inner operation;(3)the restricted area development;(4)the weak government support.Thus,we should combine the macro and micro analysis results in the performance evaluation,so as to fully grasp the current development situation of cooperatives,make up for the weak points,and to improve the overall performance level.Based on the normative analysis theory and the empirical analysis results,this paper puts forward some corresponding proposals for improving the comprehensive performance level of the Tai'an fruit professional cooperatives,mainly including:(1)optimizing the resource integration and implementing the scale management;(2)deepening and broadening the cooperation's level and field;(3)regulating the overall operation and reinforcing the inner management;(4)strengthening policy support and optimizing guidance services.