The Study On Agricultural Cooperative Marketing And Influencing Factors

China is a large agricultural country, and the government, enterprises and farmers all put focus on sale of agricultural products. As long as entering the WTO, China’s agricultural enterprises are facing the new market environment. With increasingly fierce competition, the problem that millions of households’small-scale production can’t match with the big market is increasingly prominent. Now there are many problems in domestic agricultural market, for example marketing system is relatively chaotic. One important reason is that China’s current agricultural production producers and managers lack comprehensive strength, and they can’t control the market. The abroad cooperative experience has proved that cooperation has an absolute advantage in agricultural marketing. There are some agricultural cooperation marketing patterns such as "leading enterprise&farmers", but most cooperation effect is not obvious. In this paper, the author first elaborates on how to cooperate in the field of agricultural marketing through in-depth theoretical research and field interview, and then explores factors that influence agricultural cooperative marketing through108data obtained from questionnaire for agricultural enterprises, individuals and farmers. The result of the research will provide a scientific basis for agricultural enterprises to cooperate effectively. Details are as follows:In the first part, the author introduces the background, significance, ideas and innovations of the article. The second part reviews the literature about cooperative marketing and its influencing factors and finds out current problems in agricultural cooperative marketing which provides a point for the follow-up study. Based on4P theory, the third part introduces the main contents of agricultural cooperative marketing from four aspects:product, price, place and promotion. On the foundation of previous research, part IV proposes theoretical hypotheses and constructs the agricultural cooperative marketing influencing factors model. The fifth part analyzes the data and verifies the hypotheses with the use of SPSS19.0. Part VI summarizes the main results of the research and presents management recommendations in accordance with the main influencing factors.This paper concludes that:the four dimensions that’organizational characteristics’,’management characteristics",’product characteristics’and’regional characteristics’all have important impacts on agricultural cooperative marketing. Among them, the’product characteristics’influence it mostly. However, the impacts of two variables agricultural growth cycle and cultural proximity on agricultural cooperative marketing have not been verified. Five other hypotheses that resource base, cooperative experience, partner matching, managerial perceptions and managerial commitment have impact on agricultural cooperative-marketing are not fully supported.According to the conclusions, the paper puts forward four proposals:1.fostering managers’cooperation concept, and improving their personal quality;2.developing long-term cooperative marketing strategies according to regional environment and firm characteristics;3. selecting the appropriate cooperative marketing method according to agricultural features;4. seeking for the governmental support on regional agricultural cooperation.