中文摘要：

如何实现生产性服务创新是农业产业政策和学术界关注的焦点。文章通过梳理契约农业的演进过程发现,传统农业企业的过度逐利性会导致农业供应链效率低下,严重制约了＂公司＋农户＂模式的可持续发展。基于此,文章利用社会企业兼具扶持弱势群体的社会功效和商业运作可持续性的特质,引入关系嵌入和结构嵌入机制,探究了农业社会企业基于传统订单式农业的商业模式创新;并利用＂千村调查＂样本数据进行了验证,得出如下结论：第一,农业社会企业的加入不仅能够调动农户从事农业生产的积极性,并且对提高农户绩效有很大的帮助;第二,高水平的关系嵌入和结构嵌入可以将农户利益与社会企业自身利益捆绑,以更好地促进农业可持续发展;第三,传统的订单式农业无法满足新形势下现代化农业产业的发展需求,需要探索新的商业模式以实现农业产业多元化。

英文摘要：

How to achieve the innovation in producer services in China is one concern of agro-industry policies and academic circles.This paper sorts out the evolution of contract agriculture,and shows that the excessive profit-driven feature of traditional agricultural companies leads to low efficiency of agricultural supply chains and seriously restricts the sustainable development of＂corporation＋farmer＂mode.This paper uses social function of supporting vulnerable groups and sustainable business operation possessed by social enterprises to introduce relational and structural embeddedness mechanisms,and explores business mode innovation of traditional make-to-order agriculture by agricultural social enterprises.And it employs the data of village survey to verify this view and comes to the following conclusions：firstly,the participation of agricultural social enterprises not only motivates farmers to be engaged in agricultural production,but also is very helpful to the improvement of farmer performance;secondly,high-level relational and structural embeddedness may bind the interests of farmers to that of social enterprises,and may greatly promote the sustainable agricultural development in China;thirdly,there is a need to explore a new business model to diversify the agro-industry since traditional make-to-order agriculture has difficulty in adapting to the development of modern agro-industry in new situation.