Research On The Relationship Between The Leading Processing Enterprises And The Rubber Farmers In Hainan Rubber Supply Chain

At present, industrialization, informatization, urbanization, marketization, internationalization and in-depth development, agriculture and rural areas are undergoing profound changes. The agricultural resources environment and the market restraint enhancement, the product trade competition intensifies, the request to speed up the transformation of agricultural development mode, speed up the promotion of agricultural competitiveness. But at present, our country agricultural industrialization management degree is low, the system is not perfect, the farmer organization is not standard, the contradiction between the farmer and the big market is increasingly sharp. Therefore, using advanced supply chain management theory to guide the rapid and stable development of rubber processing enterprises will become one of the important ways to lead the farmers to get rich and realize the modernization. Leading enterprises and suppliers (plastic farmers) to establish a stable and long-term cooperative relationship is the core of the supply chain management of rubber processing enterprises. The idea of supply chain management based on, study how to between the Hainan rubber leading processing enterprises and rubber farmers established long-term stable strategic cooperative relations, in order to achieve the supply chain’s overall benefit maximization, the enterprise efficiency, rubber farmers income has important significance, but also has guiding significance to the healthy development of agricultural industrialization in our country.Based on the idea of supply chain management, this paper analyzes the factors that affect the choice of the behavior of the enterprises and the plastic farmers in the process of establishing the cooperative relationship between the rubber processing enterprises and the rubber farmers by the theory of transaction cost economics. And using the game theory to put forward the governance measures of opportunism behavior of the two sides, at the same time, it puts forward the measures to establish the incentive mechanism of the leading enterprises. With the case of marine gum group, the empirical analysis of the relationship between the leading enterprises and the plastic agriculture was carried out, and the experience gained in the process of establishing the cooperation relationship with the plastic agriculture group was summed up. Finally, the countermeasures and suggestions are put forward for the development of the relationship between the leading processing enterprises and the rubber farmers in the rubber supply chain.