新型农业经营主体如何“嵌入”乡土社会——关联营造的视角
How New Agricultural Management Entities “Embedded” Into Rural Society——Theoretical Perspective of Relational Work

新型农业经营主体的培育一般以土地的规模化为前提，而土地经营权流转会造成乡土社会中农民的利益分化，因而新型农业经营主体需要处理与普通农户的利益关系、社会关联与情感连带的问题，其持续发展必然要与乡土社会进行深度互动。“嵌入性”是理解新型农业经营主体生产经营及其与乡土社会之间关系的分析框架。新型农业经营主体在发展过程中通过关联营造的方式，利用“中介”“担保人”等熟人社会的关系纽带，以及人情、面子等乡土习俗，来建立与其所“嵌入”的乡土社会的精细关联。关联营造的机制关系着农业的均衡稳定发展，也关系着乡土社会的秩序稳定。
Scale management forms the basis of cultivating new type of agricultural management entities, which was formed through land management right transfer and caused social differentiation in the rural society, thus the new agricultural management entities need to construct the relationship with ordinary farmers, including social relation and emotion ties. The theoretical perspective of "Embeddedness" is a basic framework to interpret the production and business operation and its social basis of the relationship of the new agricultural management entities. This paper, based on a case study on the new agricultural management entities, analyzed the cultivation process of “embedded” into rural society. By means of relational work through society relationships of “Mediation” “Guarantor”, such as gift ties, Mianzi and local customs, the new agricultural management entities create a balanced interest link with ordinary small scale farmers. Relational work becomes the basic elements for the new agricultural management entities to maintain a sustainable development.