Mechanism Research On The Impact Of Leading Enterprise Perceived Psychological Contract On Supervisor Mode Of Channel Relationship

The "Three Rural Issues" is the foundation for ensuring China’s political, stabilize social and economic growth, to be the fundamental issue of related modernization construction globally. The central document locked the Three Rural Issues for nine times from2004to2012.The agricultural products related Three Rural Issues closely attention the comprehensive from social. The household contract responsibility system practiced from1978and great promoted the development of agricultural production, appearing the contradiction between the small farmers and big market increasingly. It’s very important to solve the high transaction costs and low efficiency when a single farmers marketing in agricultural transaction. the contradiction between the small farmers and big market can be solved good if we bring in the "leading enterprise plus farm households" cooperation pattern, else the order agriculture in early stages in China, there are channels speculation for the not stable cooperation pattern with the cooperation between leading enterprises and farmers ingoing. This research suggests the content of for deeply cooperation when perfect the written contract between and farmers. So this study beginning with leading enterprises perceived psychological contract and penetratingly the influence on leading enterprises choose the way of channel relationship management from psychological contract in agricultural marketing.The core of this paper is the influence mechanism to the way of channel relationship management from leading enterprises perceived the psychological contract. The psychological contract as entry point constructed the theoretical model, further hypothesizes based on, validate the assumption and draw the conclusion after the empirical research, found a lack of previous studies, through arrange the related review of scholars both at home and abroad.This paper issued200questionnaires to domestic farmers and leading enterprise in the area of good development, recycling128valid questionnaires, obtained main conclusions are following:(1)The notable impact between leading enterprises perceived transactional psychological contract and management of channel relationship, and leading enterprises perceived transactional psychological contract has positive impact on used the mandatory rights, negative impact on used the un-enforced rights, positive impact on the way of channel contract management, negative impact on standard management way the enterprises used such as solve problems and establish plan together. (2)The notable impact between leading enterprises perceived relational psychological contract and management of channel relationship, and leading enterprises perceived relational psychological contract has negative impact on used the mandatory rights, positive impact on used the un-enforced rights, negative impact on the way of channel contract management, positive impact on standard management way the enterprises used such as solve problems and establish plan together.(3)Truthful trust and beneficent trust show the intermediation functions in the relationships between leading enterprise perceived psychological contract and the way of channel relationship management.Therefore, this study pointed out that leading enterprises should strengthen constraints the psychological contract between farmers, developing the relational psychological contract, trust mutually, to establish develop good cooperation relationship in the process of cooperate with farmers.