The Study On Vertical Coordination Relationship On Agricultural Products Marketing Channel

China is a large agricultural country, the number of agricultural products production and consumption is huge. Along with the developing of the agricultural technology, the output of agricultural product increases tremendously, which brought a great challenge to the circulation system of the agricultural market. Science entering the 21st century, China's accession to WTO makes the agricultural marketing competition becoming more intense. It is not already the single corporation's or single organization's competition in agricultural market, which is becoming the whole channel's competition. So the problem of vertical coordination of agricultural marketing channel is becoming to a outstanding problem. The problems, which modes of vertical coordination in agricultural marketing channel are, the members of the channel how to evolve, how to select the coorperation fellows, how to construct and maintain the vertical coordination relationship, which factors affect the long-term relationships of them, how is the ralationships of them, all are the attenting problems in the agricultural marketing channel's competetion. The objective of this paper is for the sake of the problems above.In order to achieve research purposes, the paper was studied on as follows:In the chapter of introduction, from the the status quo of agricultural product market competition, the characteristics of agricultural production, the changes of consumption patterns, the status of agricultural products quality management and the status of agricultural marketing channels, etc, the paper introduced the background of this study. Then the brief summarize was displayed about vertical coordination of agricultural products marketing channel at home and abroad. Finally, the paper introduced the purpose, the meaning, the route, the measures of the stydy and the possible innovation.In the second chapter, the paper first defined the agricultural products marketing channel and vertical coordication, and then, the paper expatiated the basic theories of the study, for example, the transactive cost theory, the evolutionary economic theory, the comparative institutional theory and marketing channel theory. In this study, the transactive cost theory is the reason of the vertical coordication of agricultural product marketing channel, and that marketing channel theory is the base of the study, so both the theories guided to build the whole frame of the full paper. At the same time, the paper using the the evolutionary economic theory and the comparative institutional theory analysed the evolutional process of the mode of the vertical coordication of agricultural product marketing channel, and analysed the evolutional process of the members. These theories provided an important help to achieving the purpose of the study. In the third chapter, the paper first analysed the effect of the production of agricultural product affected by the change of rural economic systerm. Then according to the comparative institutional theory, the study using the evolutional game approach analysed the simultantly evolutionary and periodic evolutionary of the modes of the marketing channel vertical coordication about agricultural products. In the simultantly evolutionary, the paper first made a boundry to the concepts of the organizational field, the information construction and the intelligenct construction of the main body, and then analysed the the evoluting route of the mode. The result is that the diversity of the mode is the pareto optimal equilibrium. Simultaneity, the paper compartmentalized the vertical coordinational mode of agricultural products marketing channel to interior plane hiearchies, combinated function hiearchies, contract hiearchies, agency hiearchies and market hiearchies, etc. In periodic evolutionary, the paper mostly analysed the mechanism, the process and the characteristic of the evoluting.In the forth chapter, from the farmers points, the paper analysed the members' evolution and the members seleting the mode in agricultural marketing channel. Firstly, the paper analysed the mode as which the agricultural producer participated in the channel vertical coordination, and considered that agricultural producers took part in the channel coordination as cooperation and collectivization in our country from 1949. In economic insistution's reformation, since reformating and opening agricultural producers gradually changed take part in the channel as single family under the household contract responsibility system, that is to say, they took part in the channel competition by themselves. Now under the market economic system, it is the developing trend that the agricultural producer take part in the channel coordination as collaboration. Finally, on the basis of the actual survey the paper analysed the effects which affect the farmer to select the marketing channel.In the fifths chapter, from the corporation's point, this syudy analysed the members' evolution and the factors of the members seleting the partners in agricultural marketing channel. At the basic of analysing the background, the paper constructed the dynamic mode of coordinating evoluting, analysing the the corporating evoluting process under competition and collaboration coexistence. From analysing the paper found that only through collaborating, the organizations could gain the maximal income. Simultaneity on the basis of the actual survey the paper analysed the basic states of collaboration, and analysed the factors of the members seleting the partners.Chapter 6 analysed the factors of effecting on the long-term relationships of vertical coordination in agricultural products marketing channael. The study fist analysed the characteristics of vertical coordination in agricultural products marketing channael, then at the basic of the Morgan and Hunt's (1994) key mediating veriable model and Wang Guilin and Zhuang Guijun's (2004) the concept model of channel trust among enterprises, the study constructed the Structural Equation Modeling of effecting the long-term relationships of vertical coordination in agricultural products marketing channael. Through field survey, the study analysed the effecting factors.Based on Chapter 6, according to the factors of effecting the vertical coordination relationships of agricultural products marketing channael, chapter 7 constructed the evaluting system that analyses the vertical coordination relationships quality of agricultural products marketing channel, and evaluted the vertical coordination relationships'level. The results think that the total level of the vertical coordination relationships in agricultural products marketing channae isn't high. At the same time, taking upstream and downstream marketing channel, the enterprise property, the managing size, the industry, the producing style as changing factors, the study also compared the level of it, which provide some theoretics use for reference for the agricultural products marketing channel members to set up and maintain the vertical coordination relationships.In the end, the paper concluded and sum up the main conclusions, and put forward the insufficiencies, and also had a brief commentary for the developing in the future. Finally, according to the studing conclusions, the paper advanced several policies and advices.The possible innovations are hereinafter:â‘ The studying point of the paper analysed the vertical coordination relationships of agricultural products marketing channel, combiining the evolutional economic theory and the comparative institutional theory, which is a little novelty.â‘¡The paper used several methods to analyse, for example, the evolutional game approach, the system dynamics analytical method, Structural Equation Modeling, etc, which provided a little use for reference and direction for studying the vertical coordination relationships of agricultural products marketing channel.â‘¢The paper constructed the Structural Equation Modeling of effecting the long-term relationships of vertical coordination in agricultural products marketing channael, and constructed the the evaluting system that analyses the vertical coordination relationships quality of agricultural products marketing channel, which enriched the marketing channel theory of agricultural products.