Factors Affecting The Behavior And Conduct Of Farmer Cooperatives In The "Farmer-supermarket Direct Purchase"

The circulation problems of agricultural products production and sales of non convergence appear later,“farmer-supermarket direct purchase” model came into being in china.This model built a market economy of agricultural production and marketing integration chain,reduced intermediate links of agricultural products circulation process,improved the quality and circulation efficiency of the agricultural products,maximized the profits left to the farmers and consumers.It is the main developing direction of the production and sales of fresh agricultural products in China in the future.And as the best intermediary organization between the supermarket and the farmers,the vigorous development of cooperatives has laid the foundation for the smooth development of “farmer-supermarket direct purchase”.Therefore,this article from the perspective of farmer cooperatives,to study the factors affecting the behavior and conduct of farmer cooperatives in the "farmer-supermarket direct purchase “has an important significance.The article first introduces the research background,significance,structure arrangement,related concepts,and summarizes the related literature,which lays a good theoretical foundation for the development of this article.Then,on the basis of sorting out the data of the 242 sample cooperatives in Jiang xi Province,using the two stage model of Heckman,to conduct an empirical analysis of the behavior of farmers' cooperatives to participate in the “farmer-supermarket direct purchase”,and the results show: there are 11 factors will significantly affect the willingness of farmers' cooperatives to participate in the “farmer-supermarket direct purchase”.There are financial support、credit support and standardization technical guidance and training of the government give to the farmers' cooperatives,the brand construction ability、logistics distribution ability and market development ability of the farmer cooperative,whether the agricultural products produced by the farmers' cooperatives belong to the "one village one product" and the degree of opening of the village where the farmers' cooperatives are located,the age of the chairman of the farmers' cooperatives,and the number of admission fees charged by the supermarket and the period of return.There are 7 factors will significantly affect the degree of farmers' cooperatives to participate in the “farmer-supermarket direct purchase”.There are credit support and cold chain logistics support given by the government,the distribution ability and market development ability of farmers' cooperatives and the number of product categories,the learning spirit of the chairman and the requirements for the quality of agricultural products in supermarket.Based on this,the paper puts forward the countermeasures from three aspects of government,farmers' cooperatives and supermarkets.The government should strengthen macro regulation and control and increase Efforts to support the “farmer-supermarket direct purchase”.The farmers' cooperatives should improve their own ability and strengthen the cultivation of the main body position.The supermarket should strengthen management,guarantee the common interests of farmers' cooperatives and supermarkets.