The Research On Agro-Product Marketing Channel Alliance In China

With the development of agriculture marketing theory,the development of agriculture marketing channel shows a new trend. channel alliance has become an important direction of agro-product marketing channels.Agro-product marketing channels alliance refers to a strategic distribution network interest's community which is formed with independent channel members (farmers, cooperatives, leading enterprises, wholesalers/markets, retailers, etc.)based on mutual trust and shared long-term target through the horizontal or vertical combination,agreement or equity connection in the competition and cooperation market environment.For one thing, the construction of agro-product marketing channels alliance can make members in the alliance network focused on core advantage,enhance competitiveness of channel, share market information,reduce business risk,achieve synergy,create business way,cultivate the main channel,enhance the degree of organization. For another thing,we can change the past production-oriented development model into market-oriented or consumption-oriented development model,allow farmers to convert production center to meet market and the changes of time,which will greatly enhance circulation efficiency of agricultural products,increase farmers'income, thus promote agricultural and rural economic development rapidly. However, since the low organization degree, imperfect of interests link mechanism, lacking of information sharing and trust mechanism, and other reasons caused that agricultural products circulation in China have not formed intensive and union channel chain, and then resulted in low level of cooperation between channel members and unstable channel relationships.Therefore,to promote and guide the majority of farmers,agricultural enterprises,a gricultural dealers establishing a common vision,to form a "risk sharing, benefit sharing" joint mechanism of interests, to establish channel alliance based on specialization information sharing, mutual trust,Long-term cooperation is one of most thing solving current problem between"small farmers"and "big market".This article focused on mode selection, operation mechanism and stability of agro-product marketing channels alliance in China based on the general analysis about Channel Alliance of agriculture product.Under the current circumstances, China has resource conditions, policy and technical support for the development of agricultural channels alliance. However,building agricultural Channel Alliance depend on many conditions,including that alliance has clear objectives and plans of action,compatibility is available between members of alliance,members of alliance trust each other,members distribute benefits fairly,scientifically and reasonably,members have a certain degree of Symmetrical dependence. One of the key issues constructing agro-product marketing channels alliance is selecting the alliance mode; it is the core issue applying the thought of alliance into the area of agricultural marketing, which includes selecting alliance model and alliance structure model. The choice of organizational model may be considered from the perspective of resources advantages to play an important role in cooperatives,leading enterprises,and wholesalers,supermarkets,building "vertical and horizontal channels of agricultural products Alliance Network"in the vertical and horizontal aspect. The available alliance model includes channel alliance led by cooperatives, wholesalers, processing enterprises, marketing enterprises and commercial supermarket. Because the type and location of dominant firms in the channel are different, the conditions and characteristics for the formation of alliance patterns are different too.The choice of structural model is influenced by bilateral dependence and the main control requirements of the main part of Alliance. Theoretical studies show that the main part of Alliance mostly depend on resources, it requires strong control to alliance. On the contrary, it is easy to choose contractual alliance with weak control. Empirical analysis shows that factors of transaction characteristics, transaction costs and risk perception have a clear effect on the selection of Alliance structure model, but resource dependence and risk perception affect mostly the selection of Alliance structure model, if resource dependence is stronger, it is more inclined to choose equity alliances generally, if risk perception is stronger, it is more inclined to choose contractual alliances generally. And only transaction characteristics, transaction costs and risk perception mach with the mode of alliance, alliance performance will improve. The study also shows that transaction costs and risk perception have a mediating effect on mode selection, and risk perception affects fully as a mediator.The basic operative goal of agro-product marketing channels alliance is "win-win"cooperation, cooperative mechanism is effective operative mechanism of Alliance, and therefore, it is required to build mechanism of information-sharing, mechanism of scientific and rational benefit-distributing, mechanism of mutual trust, mechanism of effective supervision and restriction.Based on the theory of stability of agro-product marketing channels alliance about farmers and agricultural enterprises,the stability of alliance is influenced by additional revenue generated by cooperation,the initial cost,revenue, and cost comparisons in order to cooperate,and the impact of discount factor.In addition,it is also influenced by members' psychological expansion about the cognition of objective understanding of nature's state,also influenced by members' impact on the cognition of reputation. Empirical analysis shows that the scale of farmers, price change, and the cost of negotiation has a significant effect on stability of alliance formed by farmers and leading enterprises. However, psychological expansion and the specification of product have less significant effect. On the degree of importance affecting stability of alliance, price fluctuation is in the top list, followed by transaction costs and the scale of farmers, and finally the psychological expectations. This indicates that external factor of market price is primary variable influencing stability of agricultural Channel Alliance. Therefore, to improve the stability of alliance, we must consider aspects of the above factors comprehensively and establish the stable mechanism of agro-product marketing channels alliance.This article aims at the reality, the future needs of development and shortage of theoretical research, proposes the issue of agro-product marketing channels alliance, and focuses on the effective way applying alliance ideas, methods and strategies to agro-product marketing channels. The theoretical and empirical research has much theoretical and practical significance to solve the existing problem of agro-product marketing channels alliance, thereby weaken contradiction between"small farmers"and "big market". However, the research about agro-product marketing channels alliance is still a new field, the theoretical system and practical model is still in improvement and exploration, there are many issues to be further researched, such as the management, risk control, evaluation of cooperative performance and stability etc.