From the relationship transaction theory，this study analyzed how the family scale management survive in the market economy with intense competition，and under the background of economy and rural society. Findings of this study：firstly，mass marketing retains some of the characteristics of the traditional peasants：conservative，foolhardy，and too dependent on personal and family labor；but at the same time，it’s operating behavior also change from “stability” to “profit”，from “farmer” to “the boss”；secondly，the family scale operation behavior is embedded in the local social network. In the agricultural production process，the trading strategies are different in accordance with their relationships，and it has constructed a stable production network；thirdly，although the “embedded management” can bring convenience for agricultural，but also large constraint in action，limiting the expansion of the scale of agricultural operations. In addition，in the agricultural pattern of “one to many” relationship，the management of emotional relations and instrumental relationship is not static，but a dynamic transformation of balance，many instrumental relations become emotional relations through maintaining relationship with the large. In order to maintain the stability of the entire relationship network，it is required to spend more energy to maintain a variety of relationships in the process of production and operation.