Empirical Study On Affecting Factors Of Country Business Engineering's Performance About Chain In Zhejiang Province

"Three rural" issue, which means agriculture, farmers and rural problems is China's fundamental problems. Effectively solve the "three rural" issues related to social stability, economic progress, national stability, from 2004 to 2009, the central government had published six 1st documents, issued a series of preferential agricultural policies supporting agriculture in order to promote rural economic development and improve the living standards of rural residents.In order to foster the rural consumer market, improve the consumption environment in rural areas, regulate the rural circulation order, creating a safe consumption, Zhejiang province proposed Chain Engineering since 2004.I do this study in order to measure the Chain Engineering's performance and improve ruaral areas' consumption.By reviewing the article of chain business changes, chain business about the rural market, and chain performance and its influencing factors,I put forward a model to research the chain performance, including five influencing factors:cost pressures, policy support, franchisor support, rural household consumption factors, commodity ——以富阳市为例factors. In order to find the relationship between performance and the influence factors, I used empirical methods in this paper, through 198 valid questionnaires and interviews empirical tool, and used SPSS 16.0 to do statistical analysis, mainly including descriptive statistical analysis, correlation analysis, regression analysis, analysis of variance. In addition, the chain style, chain size, chain brand will be used as the control variables, examining the different circumstances, the different performance of the project.Through empirical research, I concluded that the commodity factors, the policy support, and the franchisor support would positively affect the performance, the cost pressures would not negatively affect the performance, the rural household consumption factors would not positively affect the performance, and different chain style and chain brand, the performance is significantly different, different chain size, the performance is not significantly different.Finally, based on empirical research findings, I discussed the inspiration of how to develop the chain business in country from three aspects, which including the commodity factors, the policy support, and the franchisor support and pointed out the inspiration of how to make police.