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Abstract

Seeds as a vital part of agricultural production, occupied a very important position in China's agricultural production. China's entry into the WTO, foreign species of giant flooded into China's seed market, with fierce competition in the domestic seed companies in varieties, market channels, the future of competition in the seed industry, seed quality and seed marketing channels competition. However, China's seed companies in the design and management of marketing channels, basically mechanically the experience of other industries, few consider the particularity and complexity of the seed marketing channels, appeared serious channel conflict, channel loyalty retardation and other problems, backward marketing The channels have a serious impact on the survival and development of the seed companies in China. Channels involved in the relationship between the parties involved the study of seed in the circulation process, and provide the basis for the establishment of a more efficient seed marketing channels. Seed marketing channels in the smooth development of the prices of agricultural products circulation system will play a catalytic role. According to the foreign study summarizes, marketing channels are mainly concentrated in three areas: the structure and construction of marketing channels, marketing channel behavior and marketing channel relationship management. In the country, according to the existing literature on the seed industry marketing channels are more concentrated in the channel structure and building. In fact, the current domestic seed marketing channels still exist many problems, such as the seed dealers Cuanhuo behavior seed producers alliance loose, manufacturers and distributors, and even serious conflict between the dealers and farmers, these issues directly or indirectly, to impede the construction of seed marketing channels. The seeds of this marketing channel behavior analysis channels to deal with conflict between the various participants, the use of power, and the strengthening of cooperation there is a certain urgency. This study, reading through the literature, the theory of system analysis and finishing channels derived structural equation model for seed marketing channels - channel behavior model \of behavioral problems, not only improve the theoretical study on seed marketing channels, and provide guidance on the more improved seed marketing channels. This study combines the latest status quo of domestic seed marketing channels, and analysis of the empirical survey data on the \The conclusion: the conflict with upstream channel ① seed dealers will reduce its satisfaction with the channel, and the pleasant cooperation between producers and distributors can strengthen each other satisfaction; ② seed dealers upstream smaller manufacturers, according to Lai Yuejiang the possibility of conflict between themselves, and then there is the possibility of greater cooperation. Channel manufacturer rational use of non-mandatory powers will increase the possibility of cooperation with each other and reduce the incidence of conflict, and if the application of the mandatory power does not have a negative impact will be on the bilateral cooperation; ③ The conflict and cooperation between the significant the lower the possibility of negative relationship, that conflict higher cooperation; mandatory powers ④ channels upstream manufacturers do not have much impact on channel conflict. The four conclusions channels behavioral model in the domestic the seed marketing channel applications reflect between seed dealers and manufacturers how to deal with conflict, how to apply their own power production to increase the stability of mutual cooperation proposed some of the recommendations, is fit the purpose of this study.

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CLC: > Economic > Agricultural economy > China 's agricultural economy > Agricultural sector economy > Producer services in rural areas
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The Research on Seed Dealers’ Channel Behaviors

Abstract

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