Based on the survey data of 551 kiwifruit growers， the growers are divided into three categories：development type，large-scale type and labor rich type by cluster analysis. Then this study empirically tests the heterogeneous preferences of grower types for three value chain activities： organic fertilizer application， new variety adoption and kiwi online sales. Next， it analyzes the regulatory effects of three organizational support variables： agricultural machinery subsidy， industrial organization testing and technical training. The results show that the preferences of development type for the three value chain activities and their joint adoption are higher than that of other types， and that of labor rich type is lower than that of the other two types. The three organizational support variables have heterogeneous effects on the participation of the same type of farmers in different value chain activities and the participation of different types of farmers in the same value chain activities. Finally， the paper puts forward corresponding policy suggestions according to the participation characteristics of different types of value chain activities and the regulatory role of organizational support.