Study On The Influence Factors Of Flower Farmers About Participating In Which Vertical Coordination Way

In the21st century, especially after China joined the WTO, the development of Chinese agriculture had entered a new stage. The structure of China’s agricultural products demand was constantly changing. And agricultural market structure was changing from a shortage supply market which was dominated by seller to customer-centric market. In such a new market economy situation, cooperation in the form of vertical supply chain of agricultural products on the sales cycle was also changing, the main problems of each subject, especially on the current supply chain marketing chain enterprise of farmers and the company buyer, was the choice of the longitudinal collaboration ways of selling agricultural products in the supply chain. The choice was also linked to the selection of as chosen by Agricultural products sales channels. The problems was also the crucial for the researchers of marketing.This study is under the framework of industrial chain. And the theories of the transaction cost and agroforestry supply chain were used as basis. The flower industry of Huangchuan in Henan province was the study example. In this study, the longitudinal collaboration of flowers and trees industry chain was investigated. The questionnaires, method of the index evaluation and empirical analysis were used as the main standard and qualitative method. The data was selected by the choice of farmers’longitudinal collaboration and was analyzed by factors and logistic binary choice model to study the positivity of collaborative relationship in local.In the points of flower sales methods, the main selling channel of flowers was in the form of selling and predicting contract, which was accounted for73.5%. Only26.5%of farmers chosed the channel of directly sale in the market. First of all, by factor analysis, the factors of selling form considered by farmers were the social resources, convenient factors, trust factors and price factors. The factors explained77.780%of the total variance of the original12factors in total. Added with characteristics of the principal component factor of the individual and family and the farmer’s production characteristics, flower sales channel in6dimensions was consisted. Secondly, by the regression analysis of binary logistic choice model, it was shown that the age of the household, the income accounted for the proportion of household, the extent of understanding the relevant government policy support, the source of flowers, plant area of flowers, flower varieties, and the complexity of getting new plant technology and the complexity of finance, the complexity of getting market information, could affect the vertical cooperation way chosen by farmers.Finally, the various factors influencing the flowers vertical supply chain collaboration was analyzed in the same opinions of farmers. In this study, the theory of optimization of vertical supply chain collaboration of flowers in Henan province was released. According to the above analysis results,the author puts forward some relevant countermeasures and suggestions, including two categories as same as seven suggestions for the farmers’individual and family characteristics and the flower sales features.