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农产品渠道联盟作为一种相互合作的网络组织,其建立与成功运作是建立在信任机制基础上的。博弈分析显示,盟员企业和核心企业采取信任的联盟总收益与不信任的收益之差随着信任度的增加而增大,信任机制实现了对联盟整体收益的提升作用。由于中国农产品渠道联盟中存在参与主体力量极不平衡、组织化和契约化程度低等问题,因此信任程度不高集中体现在农户和公司之间的脆弱关系上。温氏集团的案例揭示了相互认同、互惠、灵活性、声誉机制、有效沟通等关系治理手段对提升农产品渠道联盟信任水平的重要作用。构建农产品渠道联盟信任机制包含信任评审机制、信任形成机制和信任保障机制三方面内容。
As a cooperative network organization, the establishment and successful operation of agricultural product channel alliance is based on the trust mechanism. The game analysis shows that the difference between the total return and the untrusted return of alliance enterprises and core enterprises increases with the increase of trust, and the trust mechanism achieves the promotion of the overall benefit of the alliance. Due to the extremely unbalanced participant forces, the low degree of organization and contracture in China’s agricultural product channel alliance, the low level of trust is mainly reflected in the fragile relationship between farmers and the company. The case of Winchester Group reveals the important role of the relationship management tools such as mutual recognition, reciprocity, flexibility, reputation mechanism and effective communication in enhancing the confidence level of the agricultural product channel alliance. Constructing agricultural product channel alliance trust mechanism includes three aspects: trust evaluation mechanism, trust formation mechanism and trust guarantee mechanism.