中文摘要：

在实行家庭联产承包责任制长期不变的背景下,解决好一家一户分散的＂小生产＂与变化万千的＂大市场＂如何连接的问题,尤为关键。在实践中,企业与农户通过订单农业开展合作营销是当前解决这一问题的有效途径,由此,订单农业成为学术界研究的重点课题。本文对国内外订单农业核心文献进行梳理和述评,以梳理国内外订单农业兴起与发展的脉络,明了订单农业中龙头企业与农户合作的动因、合作关系绩效指标度量、合作关系绩效的影响因素以及治理问题等,并指出了现有研究成果的一个不足之处。基于此,本文提出对龙头企业与农户合作关系的研究,还要深入地了解及聚焦那些隐藏在龙头企业代表人与农户内心中认为是＂不言而喻＂或＂心照不宣＂的心理契约内容,从而为开辟渠道关系治理机制研究的新空间指明方向。

英文摘要：

With the maintenance of household contract management system, there are some key problems that need to be solved in developing the agriculture in China, such as, how to sort out the problem of small pro- duction scope and big market demand. In reality, it is an efficient way that the cooperation marketing between the farmers and leading enterprises. Thus, contract farming becomes the focus of academic research topics and fields, this thesis is on the basis of revising and outlining the previous literature, in order to sort out domestic and foreign contract farming formation and development, know cooperative motivation between farmer and leading enterprises, cooperation performance measure, performance factors and management problems in con- tract farming, and point out a deficiency of the current research results. Based on this, this thesis puts forward during the research of the marketing cooperation between farmers and the leading enterprises, the psychologi- cal contract contents existing in the minds of the representatives of the leading enterprises and the farmers should also be dug out, thus to open up a new research field of the channel relationship governance mecha- nism.