关系交换、治理机制与交易绩效:基于蔬菜流通渠道的比较案例研究

The Relational Exchange, the Governance Mechanism and the Achievements in Transaction: a Comparative Case Study Based on the Channel of Vegetable Distribution

本文针对农产品交易关系研究中以交易成本理论为主要分析范式而忽视了交易关系中社会关系要素的作用这一问题,将关系交换理论、关系营销理论和组织间交易关系的治理理论引入农产品交易关系的研究,在建立交易关系与治理机制理论框架的基础上,进行了一个跨案例研究,考察了交易关系的类型、治理机制及其对交易绩效的影响。研究发现:农产品交易关系基本属于关系交换,并且其治理机制以由两种或更多种治理机制构成的复合治理机制为主。在众多治理机制中,根植于农村社会人际关系行为规范的关系治理机制在各种类型的交易关系中都是一种非常重要的治理机制,这种机制为交易关系提供了内在的稳定机制,从而有利于交易绩效的提升。在交易关系发展的不同阶段,关系中的主导治理机制也会有所不同,因而研究交易关系的治理机制有必要考虑交易关系的发展过程。论文强调了加强对农产品交易关系中"社会维度"进行研究的必要性。

Directing towards the problem about the study on the relations in agricultural product transactions that takes the transaction cost theory as the main normal form of analysis while the function of the factor of social relationship in Transaction Relations (TR) is neglected, we will, in this article, introduce the theory of relational exchange, the theory of relationship marketing and the political theory of relations in inter-organizational transaction relations into the study on the TR in agricultural products. On the basis of the construction of the theoretic framework of the transaction relationship and the governance mechanism, we have made a comparative case study to explore the types of TR and control mechanism and the effects thereof on the performance of transactions. By our study, we have discovered that TR in agricultural products basically belong to the exchange of relations, and that the control mechanisms of this TR are mainly compound control mechanisms that consist of tow or more governance mechanisms. Among many governance mechanisms, all relational governance mechanisms rooted in the code of conduct in interpersonal relationship in the rural society are very important governance mechanisms, and they can provide intrinsic stable mechanism, contributing to the improvement of the performance of transactions. At different stages of the development of TR, the leading governance mechanisms in TR are different, therefore, in the study on the governance mechanism of TR, it is necessary to consider the process of the development of TR. In this paper, we will emphasize the necessity to research the 'social dimension' of TR in agricultural products.