The Research About Bargaining Power Between Farmers And Clients In Agricultural Markets

For the present, due to the market structure of Hainan banana industry which is nearly close to complete competition and the price accept behaviour passively conducted by single banana production operators, the overall market performance of Hainan banana industry is not high. On one hand, from banana manufacturing to sale, Hainan banana industry adopts scattering management production in small scale, during which numerous individuals and organizations are involved but in low level, small scale, low lever discrete and low degree of organization. On the other hand, banana production operators are very slow to market signals for deafing to the newly market information, whereas market prices are extremely volatile. Because fresh fruit is farmers' main source of income, so market price has become an important factor influencing farmers' income. Based on the current situation that growing over supply in fresh agricultural products, many scholars have paid more attention to how to improve the farmers' interests distribution and how to solve the problem of farmers' low income in the process of bargaining.The paper concerns with the bargaining power in the agricultural products market between farmers and buyers. Based on the former researches, the study has divided the bargaining power into two categories, which are Inherent Bargaining Power and Actual Bargaining Power, with its focus on three aspects:constructing a theoretic model to analyze the bargaining power between farmers and buyers; disclosing the important environmental and personal factors that could influence the inherent bargaining power and finding out the moderating effect of the alternative resources in the transformation process from inherent bargaining power into actual bargaining power.By borrowing relevant ideas from home and abroad, this paper puts forward a theoretic model on the bargaining power in the agricultural products market between farmers and buyers. The theoretic model takes six important variables:farmers' strategic orientation, producers' individual characteristics, informationization level, organizations level, crucial competitive power of product, and alternative resources availability. Based on the variables, this paper puts forward the hypothesis on the effects to bargaining power of farmers. According to these factors, the author designs a questionnaire. After the investigation, with the conduction of the SPSS19.0software, the data is conducted through the reliability analysis, the factor analysis, the variance analysis and regression analysis.The reserch results indicates that farmers' informational level, organizational level and crucial competitive power have a significant positive influence on farmers' inherent bargaining power, while the alternative availability has a significant moderating effect on the tranformation of the inherent bargaining power to actual bargaining power. For its positive feature, the higher perception of framers to alternative resources are apt to the fact that the actual bargaining power is determined by inherent bargaining power.Finally, this paper carries out the theoretical explanation on the result of this empirical research, and provides some suggestions and measures on how to improve the farmers' bargaining power. Since it is the exploratory step to research on the factors affecting the farmers' bargaining power in agricultural markets, along with the imperfect index system, this paper has some shortcomings. It still has innovative meaning to the future research for reference.