农产品加工企业的市场组织形式与市场绩效:一个分析框架

The Governance Arrangements and Marketing Performance in Agri-Food Processing Enterprises: An Analytical Framework

随着中国的加工产业的快速发展,农产品加工成为提高农产品附加值、解决农产品生产过剩、增加农民收入的一个有效途径。但是小规模的生产模式以及经营中普遍缺乏信任,影响了加工企业的经营绩效。本文通过比较分析农产品交易中合同和关系的作用及其对市场绩效的影响,提出了一个研究农产品加工企业市场组织模式与市场绩效的分析框架。

Agri-food processing is an effective way to increase the added value of agri-food products, absorb the surplus of agri-food products, and improve farmers＇ welfare in China. This article compared the effects of different marketing governance governances, namely contractual and relational governances, on the marketing performance of agri-food processing enterprises. We therefore developed an integrated analytical framework to study the governance arrangements and marketing performance in agri-food processing enterprises.