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Facing fierce global competition, Chinese fruit industry has to transfer its growth pattern from simple quantity expansion to quality upgrading. Vertical cooperation is one of the most helpful methods through this process. In this occasion, this paper aims to analyze the situation of vertical cooperation in the China’s fruit production marketing chain under the condition of competition. With a survey study, this paper presents the willing, obstacle and effort of Chinese fruit business to form the vertical cooperation in the supply chain, and the impact of the influential factors on the result of vertical cooperation.

A Survey Study in Vertical Cooperation of Chinese Fruit Supply Chain