Research On The Mode Of Marketing Channels Of Farmer Specialized Cooperatives

As a new form of organization in the country farmer specialized cooperatives has become a major economic entities in the form of agriculture, but farmer specialized cooperatives respective operating conditions is variable. For the farmer specialized cooperatives which have the main products that the relative homogeneity of agricultural products. It worthy of study how to choose the right marketing channel model to improve farmer specialized cooperatives marketing channel management capabilities and in recent years cooperative marketing channel theory has attracted the attention of scholars, but currently, research is still in its infancy.The research theme of this paper is farmer specialized cooperatives marketing channel mode, By reading of the relevant literature, but was carefully combed, Sums up the common characteristics of farmer specialized cooperatives marketing channel mode And for different course of development of farmers’ specialized cooperatives to tease out the different of farmers’ specialized cooperative channel model. The main findings are as follows:1.By studying the case studies, Summed the factors of the farmer specialized cooperatives marketing channel model mainly effecting by the three levels these are channel level, channel behavior, channel relationships combined effect the channel level includes these four dimensions: level length, level width, level breadth and level flexible. Channel behavior including two dimensions which are power distribution and control conflict; Channel relationships including three dimensions which are messaging, membership and organizational climate.2. Comparative study by multiple case studies, find farmer specialized cooperatives marketing channel mode to flatten hierarchies based, shorter length and width wide. While flexibility of the channel model is excellent, remains a channel switching channels; Farmer specialized cooperatives have a strong bargaining power. Taking full advantage of standardized contracts and other means to prevent and control the channels of potential risks; farmer specialized cooperatives attaches great importance to information transfer, For the channel relationship, farmers’ specialized cooperative has a positive attitude and think that it is able to rely on their own resources, farmers’ specialized cooperative are willing to sacrifice some of their profits to get the chance of long-term and stable cooperation.3.Through in-depth study of more cases, farmer specialized cooperatives in the growth process is usually gone through three stages, The first stage is called start-up period. Then the second stage growing cooperatives, Continue to grow along with farmer specialized cooperatives, cooperatives into the third stage of maturity, Different stages of farmers’ specialized cooperative marketing model has its unique construction process, Building farmers’ specialized cooperative marketing channel model is a gradual improvement and adaptation.Finally, author gives the corresponding countermeasures and suggestions. While for the limitations of topics discussed in this article made some notes, this article also made some prospects on potential future research directions.