农产品营销渠道复合治理的“挤出”和“互补”效应与渠道绩效关系的实证研究

In the Leading Enterprise with Peasant Households Channel Trading Mode, there exists the Three-Dimensionally Composite Governance, namely, the social norms’ governance, the formal contract governance and the relational governance. However, the breach of formal contracts and the inefficiency in dealing with breaching are very urgent and realistic issues. But the Trading Governance Theory holds that formal contract governance is a must in the modernization of any economy. Why is there such a discrepancy between theory and practice in China's agriculture modernization cause?.This research applies the Transaction Cost Theory, Relational Governance Theory and Marketing Channel Theory to constructing a model which displays the relationship between the crowding-out effect and the complementary effect of the multi-channel composite governance, the channel stability and the trading performance, and reveals the inherent mechanism of Three-Dimensional Composite Governance as well as its influence on the channel performance after empirical analyses. First, the Fixed-Effect Model (FEM),the Random-Effect Model (REM) and the Heterogeneous-Effect Model (HTM) are used to confirm the existence of the three-dimensional composite governance and to find the similar and different effects the governance in the three different dimensions have separately on the channel performance. Secondly, Multi-Level Model (MLM) and Interaction Effect Model (IEM) are applied to testing the crowing-out effect and the complementary effect of the Three-Dimensional Composite Governance, and to testing their impact on and the regulation mechanism of channel stability and trading performance At the end of this research, the GLM is used to test the channel stability’s effect on trading performance. The findings enjoy great significance in practice and theory development.

“龙头企业+农户”渠道交易模式中，客观上存在由社会规范治理、正式契约治理和关系治理等组成的“三维复合治理”，但普遍存在正式契约被违约或者治理效率低下的现实问题。而交易治理理论认为正式契约治理是所有经济体走向现代化的必经之路。为什么在我国农业现代化进程中会存在这种现实与理论相违背问题？ .研究运用交易成本、关系治理和营销渠道等理论构建 “渠道复合治理的‘挤出’和‘互补’效应与渠道稳定性和交易绩效关系”模型，用实证分析方法，揭示 “三维复合治理”内在机理及对渠道绩效的影响。研究首先用固定、随机和异质效应模型（FEM，REM，HTE）检验复合治理的存在以及三种治理对渠道绩效异同影响。其次用多层次和交互效应模型（HLM，IEM）检验“三维复合治理”中的“挤出”和“互补”效应及对渠道稳定性和交易绩效影响及调控机制。最后用GLM检验渠道稳定性对交易绩效影响。研究结果将具有重要理论价值和现实意义。

我国农产品交易市场上客观存在着由传统社会规范治理、正式契约治理和关系治理构成的“三维复合治理”现象。但“龙头企业+农户”渠道交易模式中普遍存在正式契约被违约或治理效率低下的现实问题。而交易治理理论认为正式契约治理是所有经济体走向现代化的必经之路。为什么在我国农业现代化进程中会存在这种现实与理论相违背的问题？. 本研究基于委托代理理论、不完全契约理论、交易成本理论和关系治理理论等交易治理理论，构建了“渠道复合治理的‘挤出’和‘互补’效应与渠道稳定性和交易绩效关系”模型，运用该理论框架，首先检验复合治理的存在以及三种治理对渠道绩效异同影响。研究发现我国农产品交易市场上客观存在着正式契约治理、传统社会规范治理和关系治理共存的三维复合治理，正式契约治理对交易的影响最大；其次运用多层次和交互效应模型（HLM、IEM）检验“三维复合治理”中“挤出”和“互补”效应及对渠道稳定性和交易绩效影响及调控机制。研究发现，传统社会规范治理对正式契约的“挤出效应”对渠道稳定性存在显著负向影响，关系治理对正式契约的“互补效应”对渠道稳定性存在显著正向影响。同时，法律意识、契约特性以及关系强度对上述两种关系存在显著的调控作用；最后运用GLM检验渠道稳定性对交易绩效的影响。研究发现，渠道稳定性对渠道交易弹性绩效和交易销售绩效存在显著的正向影响。. 研究结果一方面有助于更加全面地解释农户违约现象，为农业龙头企业与农户发展持续稳定的合作关系提供更多的解决方案，同时也为政府出台相关政策和措施提供科学的决策依据，对增加农民收入、保障农产品质量安全以及推进农业现代化发展具有重要的现实意义。另一方面，研究结果不仅与国外研究趋势保持一致，而且结合我国实际，有利于补充现有关于农业龙头企业与农户合作关系研究中的不足，理论上具有一定的贡献。