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在家庭联产承包体制保持不变的前提下,龙头企业与农户合作营销是单个农户独立入市并有效降低交易费用的理性选择。然而,现实中渠道投机行为尤为严重,而基于“正式契约”和“关系契约”的传统渠道治理机制,由于忽视隐藏在农户内心“不言而喻”或“心照不宣”的“心理契约”内容,而引起心理契约违背,进而导致产生“治理失灵”的困境。通过对心理契约治理机制概念的理论阐释,并以龙头企业与农户心理契约形成、发展及其违背的动态发展规律的深入剖析,提出了心理契约治理机制的结构模型,进而通过对江西省700家农户的调查,对模型进行实证分析从而验证了农产品营销中心理契约治理机制主要包括心理契约治理沟通机制与诱导机制的假设。
Under the premise of the family contract system, the cooperative marketing between leading enterprises and farmers is a rational choice for individual farmers to enter the market independently and effectively reduce the transaction costs. However, the actual channel speculation is particularly serious, and the traditional channel governance mechanism based on “formal contract ” and “relationship contract ”, ignoring the hidden in the farmer’s heart “self-evident ” or The “psychological contract” content of the “proclamation” causes the psychological contract to violate, which leads to the dilemma of “failure of governance”. Through the theoretical interpretation of the concept of psychological contract governance mechanism and the in-depth analysis of the formation and development of the psychological contract of the leading enterprises and peasant households and the dynamic development of their violation, a structural model of the psychological contract governance mechanism is proposed. Then through the analysis of 700 The survey of farmers, the empirical analysis of the model to verify the agro-product marketing psychology contract management mechanism mainly includes the psychological contract governance communication mechanism and the induction mechanism hypothesis.