关键词: 农业龙头企业,农产品营销模式,心理契约

Abstract: Judging from the cooperation practice between the leading enterprise and farmers at present, the signed written contract doesn’t mean that the relationship is stable, because there are cases that the written contract would also fail and become invalid. Therefore, the content of the unwritten psychological contract should also be understood then. For this purpose, we conducted a survey analysis of the leading agriculture enterprises in Jiangxi province. The results show that there is an obvious psychological contract between leading enterprises and farmers, and the structural equation modeling of the two dimensions, i.e., the “transactional contract” and the “relational contract”, is optimal. We suggest that, in practice, both sides should pay great attention to such factors as the interests and contributions of the other side, providing necessary assistance, enhancing cooperation satisfaction, and so on.

Key words: leading agricultural enterprises; marketing mode of farm products; psychological contract