葡萄酒产业纵向协作模式农户选择影响因素*——以河西走廊葡萄酒产区为例

SELECTION OF VERTICAL COORDINATION MODES AND ITS INFLUENCING FACTORS FOR GRAPE GROWERS IN THE HEXI CORRIDOR WINE INDUSTRY

关键词:  葡萄酒产业纵向协作模式选择判别分析河西走廊

Key words:  wine industry  vertical coordination  mode selection  discriminant analysis  Hexi Corridor

摘要:

［目的］构建了农户参与产业链纵向协作模式分析的7个基本假设，对河西走廊葡萄酒产区农户参与纵向协作模式选择的影响因素进行分析。［方法］文章基于河西走廊葡萄酒产区农户的入户调查，运用判别分析法综合分析葡萄酒产业纵向协作模式农户选择偏好及主要影响因素。［结果］（1）河西走廊产区酿酒葡萄种植户显著地偏好“口头协议”模式参与葡萄酒产业纵向协作，“市场交易”模式次之，“合同模式”偏好程度最低，其选择率分别为4045%、3315%和2640%。（2）农户选择产业纵向协作模式的影响因素存在差异。专用性投资是农户选择“市场交易”模式最重要影响因素。（3）“口头协议”与“书面合同”模式下，企业与农户之间的监督管理对于双方协作非常必要。（4）“市场交易”和“口头协议”模式下的企业与农户普遍缺乏有效沟通，“企业—农户”之间松散的组织关系，极易引发合作双方的机会主义行为，导致潜在“敲竹杠”风险，农户选择“书面合同”模式动力不足。［结论］位于产业价值链“微笑曲线”高价值区的企业，如何技术性的处理利益分配对双方影响深远。

Abstract:

Based on the perspective of transaction cost economics and the relevant research literature in the field, the paper established seven hypotheses to test and analyze the selection of vertical coordination modes for grape growers in five dimensions: uncertainty, asset specificity, informal communication, supervision and management, and product quality. The method of discriminant analysis, which was based on the data of household survey and interview of wine enterprises in Hexi Corridor, was introduced to examine and analyze grape growers′ willingness and influencing factors for the selection of the different vertical coordination modes in wine industry in the region. The results showed that, the core issue of multi interest bodies′ choice for any vertical collaboration model was the benefit distribution among parties. In general, the enterprises and grape growers would choose an organizational form with the minimum transaction cost. Market risks and independent sales capacity of farmers had negative impacts on farmers′ choice of vertical collaboration mode. The regression coefficient of specific asset investment was positive, and the value of market transaction was shown the highest, following that were oral agreement and written contract, which was not consistent with the anticipation. The influence of informal communication and supervision on farmers′ choices for vertical collaboration mode was consistent with expectations. In the Hexi Corridor, the main form of grape growers′ participations regarding integration of the wine industry is the loose or informal oral agreement mode, followed by market transaction mode and written contract mode. The proportions of the three vertical coordination modes were 40.5%, 32.9% and 26.6% separately. The differences are influenced by the selection of vertical coordination modes among different grape growers. Specific asset investment was the main factor that affected grape growers to choose "market transaction mode". The loose organization relationship between enterprises and grape growers might be liable to cause opportunistic behavior and hold up risk. It also could lead to the lack of motivation for the grape growers to choose the "written contract" mode. Meanwhile, enterprises faced frequently difficulties due to the high default rate of the farmers, and the development of "order agriculture" was also difficult. The "oral contract" mode and "written contract" mode required the adequate supervision and management for both enterprises and grape growers to promote vertical coordination. In addition, the lack of effective communication between enterprises and farmers was prevalent under the "market transaction" or "oral contract" mode. In terms of the enterprises located in both ends of the smiling curve throughout the value chain, the technical distribution of benefits had profound impacts for enterprises and grape growers. Discriminant analysis has prominent stability and strong application prospects for further studies.