关系治理与“生猪养殖户+收购商”交易的长期稳定——基于养殖户的感知视角
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摘要
基于243家生猪养殖户的调研数据,验证是否可以通过关系治理促成生猪养殖户和收购商之间长期稳定交易。结果显示:生猪养殖户和收购商可通过完善沟通,提高双方交易满意度,进而促进双方交易稳定性提升。生猪收购商与养殖户之间沟通通畅,但并不十分关注养殖户的生产活动。超三成养殖户对生猪收购价格并不满意,近半数养殖户感知收购商对其在生猪质量及供需配合方面并不满意;生猪养殖户与收购商是否长期稳定交易,并不取决于双方是否信任,双方交易的满意度和市场环境是重要影响因子。因此,收购商应多关心和支持养殖生产过程,为双方交易的长期稳定性提供情感基础;养殖户应明晰并努力满足收购商生猪收购质量要求和产品需求;收购商应尽量满足生猪养殖户的价格诉求。最后,建议相关部门应推动生猪行业风险应急和防控机制建设,为生猪养殖户和收购商之间长期稳定交易提供良好市场环境。
Based on the survey data of 243 pig farmers,the paper verified if relations governance can promote the formation of long-term stable transaction between pig farmers and assemblers.Results show that smooth communication can improve the cooperation satisfaction of both the pig farmers and buyers and promote the formation of long-term stable transaction relationship.Despite the formation of a relatively good communication mechanism between the pig farmers and the buyers,not much attention is paid to farmers' production activities.More than thirty percent farmers are not satisfied with the purchase price of pigs and nearly half of them are aware that buyers are not satisfied with the quality of their product and their demand cooperation;whether there is long-term stable transaction between the pig farmers and buyers or not does not depend on the trust.Instead,the market environment is the key influencing factor.Therefore,the pig buyers should care more about the farmers to provide emotional basis for long-term stable transaction;Farmers should well understand and meet the quality requirements and product requirements of the buyers,who in turn should try to meet pig farmers' price appeal.Finally,the construction of industry risk emergency prevention and control mechanism of live pigs should be promoted to provide good market environment for the pig transaction.
Based on the survey data of 243 pig farmers,the paper verified if relations governance can promote the formation of long-term stable transaction between pig farmers and assemblers.Results show that smooth communication can improve the cooperation satisfaction of both the pig farmers and buyers and promote the formation of long-term stable transaction relationship.Despite the formation of a relatively good communication mechanism between the pig farmers and the buyers,not much attention is paid to farmers' production activities.More than thirty percent farmers are not satisfied with the purchase price of pigs and nearly half of them are aware that buyers are not satisfied with the quality of their product and their demand cooperation;whether there is long-term stable transaction between the pig farmers and buyers or not does not depend on the trust.Instead,the market environment is the key influencing factor.Therefore,the pig buyers should care more about the farmers to provide emotional basis for long-term stable transaction;Farmers should well understand and meet the quality requirements and product requirements of the buyers,who in turn should try to meet pig farmers' price appeal.Finally,the construction of industry risk emergency prevention and control mechanism of live pigs should be promoted to provide good market environment for the pig transaction.
引文
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[13]JINJIE XUE,HONGPING YUAN,BENSHAN SHI.Impact of contextual variables on effectiveness of partnership governance mechanisms in Megaprojects:Case of Guanxi[J].Journal of Management in Engineering,2016,33(1):04016034.
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[17]BAI X,SHENG S,LI J J.Contract governance and buyer-supplier conflict:The moderating role of institutions[J].Journal of Operations Management,2016,41(1):12-24.
[18]徐家鹏,李崇光.蔬菜种植户产销环节紧密纵向协作参与意愿的影响因素分析[J].中国农村观察,2012(4):2-13.
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[21]POPPO L,ZENGER T.Do formal contracts and relational governance function as substitutes or complements?[J].Strategic Management Journal,2002,23(8):707-725.
[22]张春勋.农产品交易的关系治理:对云南省通海县蔬菜种植户调查数据的实证分析[J].中国农村经济,2009(8):32-42.
[23]MORGAN R M,HUNT S D.The Commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58(3):20-38.
[24]WALTER O,MANOJ D,ADRIENN M,et al. Performance perceptions among food supply chain members:A triadic assessment of the influence of supply chain relationship quality on supply chain performance[J].British Food Journal,2016,118(7):1783-1799.
[25]WANG Z,YE F,TAN K H.Effects of managerial ties and trust on supply chain information sharing and supplier opportunism[J].International Journal of Production Research,2014,52(23):7046-7061.
[26]董维维,庄贵军.关系治理的本质解析及在相关研究中的应用[J].软科学,2012,26(9):133-137.
[27]叶飞,薛运普.关系承诺对信息共享与运营绩效的影响研究[J].管理科学,2012,25(5):41-51.
[28]ANDERSON J C,NARUS J A.A model of distributor firm and manufacturer firm working partnerships[J].Journal of Marketing,2010,54(1):42-58.
[29]MCNALLY R C,GRIFFIN A. Firm and individual choice drivers in make-or-buy decisions:A diminishing role for transaction cost economics?[J].Journal of Supply Chain Management,2004,40(1):4-17.
[30]李崇光,胡华平.论生鲜农产品垂直渠道关系整合[J].中国流通经济,2009,23(6):77-80.
[31]JOHNSEN R E,LACOSTE S.An exploration of the“dark side”associations of conflict,power and dependence in customersupplier relationships[J].Industrial Marketing Management,2016(59):46-95.
[32]KOUL S,SINHA P K,MISHRA H G.Antecedents to customer dependency in buyer-seller relationship:a bop retailer investigation[J].Global Business Review,2016,17(3):610-629.
[33]MURFIELD M L U,ESPER T L.Supplier adaptation:A qualitative investigation of customer and supplier perspectives[J].Industrial Marketing Management,2016,59(C):96-106.
[34]YU C J,LIAO T,LIN Z.Formal governance mechanisms,relational governance mechanisms,and transaction-specific investments in supplier-manufacturer relationships[J].Industrial Marketing Management,2006,35(2):128-139.
[35]GUNNARSSON C,JONSSON S.Charge the relationships and gain loyalty effects:Turning the supply link alert to IT opportunities[J].European Journal of Operational Research,2003,144(2):257-269.
[36]BIANKA K,XAVIER G,ROBERT D W.The influence of relationship quality on the innovation capacity in traditional food chains[J].Supply Chain Management:An International Journal,2013,18(1):52-65.
[37]MOLNáR A,GELLYNCK X,WEAVER R.Chain member perception of chain performance:The role of relationship quality[J].Journal on Chain and Network Science,2010,10(1):27-49.
[38]廖成林,仇明全.敏捷供应链背景下企业合作关系对企业绩效的影响[J].南开管理评论,2007(1):106-110.
[39]席利卿,COLLINS Ray.中国-澳大利亚农产品供应链纵向协作比较的实证研究[J].国际贸易问题,2010(4):32-39.
[40]庄贵军,周筱莲,徐文.关系营销导向:量表的重新设计与检验[J].商业经济与管理,2007(09):42-48.
[41]BAGOZZI R P,YI Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(16):74-94.
[42]叶飞,徐学军.供应链伙伴关系间信任与关系承诺对信息共享与运营绩效的影响[J].系统工程理论与实践,2009,29(8):36-49.
(1)http://www.rongbiz.com/info/seoshow-193328.html。
[2]SINGH U S,MISHRA U S,MISHRA B B. Vertical coordination for optimization of the vegetable supply chain[J].International Food Research Journal,2014,21(4):1387-1394.
[3]SINGH U S,MISHRA U S.Supply chain management through vertical coordination in vegetable industry[J].International Journal of Supply Chain Management,2014,3(3):148-154.
[4]王图展.农民合作社与关联组织纵向协作的影响因素[J].华南农业大学学报(社会科学版),2017,16(1):54-65.
[5]夏英.农民专业合作经济组织参与农技服务的目标模式[J].中国农民合作社,2012(3):36-40.
[6]MUDAVANHU V,MUSINDO B,CHIGUSIWA L,et al.The impact of alternative vertical coordination mechanisms for the development of small scale farmers.a case study of Bindura District.[J].International Journal of Management Sciences and Business Research,2016,5(10):86-99.
[7]BELLEMARE M F.As you sow,so shall you reap:The welfare impacts of contract farming[J].World Development,2012,40(7):1418-1434.
[8]SINGH U S,MISHRA U S.Assessment of need for vertical coordination in supply chain of vegetable industry[J].International Food Research Journal,2015,22(4):1417-1423.
[9]张昆,王海涛,王凯.垂直协作模式与农户生产绩效:基于交易成本与风险的视角[J].江海学刊,2014(4):88-93.
[10]聂辉华.最优农业契约与中国农业产业化模式[J].经济学(季刊),2013,12(1):313-330.
[11]CHANG K,HUANG H.Using influence strategies to advance supplier delivery flexibility:The moderating roles of trust and shared vision[J].Industrial Marketing Management,2012,41(5):849-860.
[12]KAC S M,GORENAK I,POTOCAN V.The influence of trust on collaborative relationships in supply chains[J].Ekonomie A Management,2016,19(2):120-131.
[13]JINJIE XUE,HONGPING YUAN,BENSHAN SHI.Impact of contextual variables on effectiveness of partnership governance mechanisms in Megaprojects:Case of Guanxi[J].Journal of Management in Engineering,2016,33(1):04016034.
[14]CARSON S J,MADHOK A,WU T.Uncertainty,opportunism,and governance:The effects of volatility and ambiguity on formal and relational contracting[J].Management of Academy Journal,2006,49(5):1058-1077.
[15]傅琳琳,黄祖辉,徐旭初.生猪产业组织体系、交易关系与治理机制——以合作社为考察对象的案例分析与比较[J].中国畜牧杂志,2016,57(16):1-9.
[16]程秋萍,熊万胜.治理交易成本与农业经营组织形式演变——基于1949—2015年J市养猪业兴衰史的分析[J].社会学研究,2016,31(6):143-168.
[17]BAI X,SHENG S,LI J J.Contract governance and buyer-supplier conflict:The moderating role of institutions[J].Journal of Operations Management,2016,41(1):12-24.
[18]徐家鹏,李崇光.蔬菜种植户产销环节紧密纵向协作参与意愿的影响因素分析[J].中国农村观察,2012(4):2-13.
[19]ZAHEER A,VENKATRAMAN N.Relational governance as an interorganizational strategy:An empirical test of the role of trust in economic exchange[J].Strategic Management Journal,1995,16(5):373-392.
[20]CANNON J P,ACHROL R S,GUNDLACH G T.Contracts,norms,and plural form governance[J].Journal of the Academy of Marketing Science,2000,28(2):180-194.
[21]POPPO L,ZENGER T.Do formal contracts and relational governance function as substitutes or complements?[J].Strategic Management Journal,2002,23(8):707-725.
[22]张春勋.农产品交易的关系治理:对云南省通海县蔬菜种植户调查数据的实证分析[J].中国农村经济,2009(8):32-42.
[23]MORGAN R M,HUNT S D.The Commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58(3):20-38.
[24]WALTER O,MANOJ D,ADRIENN M,et al. Performance perceptions among food supply chain members:A triadic assessment of the influence of supply chain relationship quality on supply chain performance[J].British Food Journal,2016,118(7):1783-1799.
[25]WANG Z,YE F,TAN K H.Effects of managerial ties and trust on supply chain information sharing and supplier opportunism[J].International Journal of Production Research,2014,52(23):7046-7061.
[26]董维维,庄贵军.关系治理的本质解析及在相关研究中的应用[J].软科学,2012,26(9):133-137.
[27]叶飞,薛运普.关系承诺对信息共享与运营绩效的影响研究[J].管理科学,2012,25(5):41-51.
[28]ANDERSON J C,NARUS J A.A model of distributor firm and manufacturer firm working partnerships[J].Journal of Marketing,2010,54(1):42-58.
[29]MCNALLY R C,GRIFFIN A. Firm and individual choice drivers in make-or-buy decisions:A diminishing role for transaction cost economics?[J].Journal of Supply Chain Management,2004,40(1):4-17.
[30]李崇光,胡华平.论生鲜农产品垂直渠道关系整合[J].中国流通经济,2009,23(6):77-80.
[31]JOHNSEN R E,LACOSTE S.An exploration of the“dark side”associations of conflict,power and dependence in customersupplier relationships[J].Industrial Marketing Management,2016(59):46-95.
[32]KOUL S,SINHA P K,MISHRA H G.Antecedents to customer dependency in buyer-seller relationship:a bop retailer investigation[J].Global Business Review,2016,17(3):610-629.
[33]MURFIELD M L U,ESPER T L.Supplier adaptation:A qualitative investigation of customer and supplier perspectives[J].Industrial Marketing Management,2016,59(C):96-106.
[34]YU C J,LIAO T,LIN Z.Formal governance mechanisms,relational governance mechanisms,and transaction-specific investments in supplier-manufacturer relationships[J].Industrial Marketing Management,2006,35(2):128-139.
[35]GUNNARSSON C,JONSSON S.Charge the relationships and gain loyalty effects:Turning the supply link alert to IT opportunities[J].European Journal of Operational Research,2003,144(2):257-269.
[36]BIANKA K,XAVIER G,ROBERT D W.The influence of relationship quality on the innovation capacity in traditional food chains[J].Supply Chain Management:An International Journal,2013,18(1):52-65.
[37]MOLNáR A,GELLYNCK X,WEAVER R.Chain member perception of chain performance:The role of relationship quality[J].Journal on Chain and Network Science,2010,10(1):27-49.
[38]廖成林,仇明全.敏捷供应链背景下企业合作关系对企业绩效的影响[J].南开管理评论,2007(1):106-110.
[39]席利卿,COLLINS Ray.中国-澳大利亚农产品供应链纵向协作比较的实证研究[J].国际贸易问题,2010(4):32-39.
[40]庄贵军,周筱莲,徐文.关系营销导向:量表的重新设计与检验[J].商业经济与管理,2007(09):42-48.
[41]BAGOZZI R P,YI Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(16):74-94.
[42]叶飞,徐学军.供应链伙伴关系间信任与关系承诺对信息共享与运营绩效的影响[J].系统工程理论与实践,2009,29(8):36-49.
(1)http://www.rongbiz.com/info/seoshow-193328.html。
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