The Optimization For Meat Sheep And Goat Industry Chain:Based On Market Orientation

Along with the further development of urbanization and the per-capita income growth of urban and rural residents, people’s consumption structure has changed a lot, thereinto, consumption demand for meat is gradually increasing. Regarding the consumption for meat from sheep and goat, the more significant phenomenon is that its demand is ever-growing and multifarious both in urban and rural area. However, even though the demand for meat is exuberant, the supply of meat from sheep and goat in our country appears a series of problems currently, for instance, meat products is low-grade based, and lack of high quality products; sheep and goat supply growth is slow, resource and cost constraints become increasingly obvious; lack of high quality breeding sheep, and restriction of sheep and goat industry development etc. So, how to adjust the behavior of related benefit main body behavior and optimize meat sheep and goat industry chain according to the domestic market demand is in urgent need to be solved. Against this background, it’s important theoretical value and realistic significance to optimize meat sheep and goat industry chain based on market orientation. It can help deepen the relative theory’s application in the field of industry chain and provide the realistic basis for government to make better industry policy.The optimization of meat sheep and goat industry chain based on the market orientation is aimed at constructing the optimization mechanism for meat sheep and goat industry chain specifically using customer-oriented and producer-oriented demanding as an entry point, and based on the clarification of the productive work behavior of beneficiaries in the industry chain. This article studies the optimization problems of market-oriented industrial chain by using theory of consumption values, new industry organization theory, market orientation theory, farmer behavior theory, transaction cost theory, externality theory and the theory of public goods for reference, and taking full advantage of descriptive statistic analysis method, econometric model analysis method, case study method to analysis the characteristics of consumers from different segmented meat market, the optimization of production behavior for related enterprises and farm households, the role of the government, at last form the optimization mechanism for meat sheep and goat industry chain based on the survey data from consumers and producers and relevant macroscopic statistical data.This study reached the following results:firstly, market orientation of meat sheep and goat industry chain includes both consumer demanding orientation and producer demanding orientation; secondly, different demand and influence factors are formed in layered meat consumption market; thirdly, the optimization of meat sheep and goat industry chain is a dynamic process among relevant interest subjects; fourthly, the main body behavior of meat sheep and goat industry chain optimization mainly embodied in products, technology and the longitudinal cooperative mode innovation; fifthly, the optimization of meat sheep and goat industry chain based on market orientation could promote farm household to large-scale and standardized operation; sixth, meat sheep and goat industry chain optimization on the base of market orientation could promote leading enterprises to closer collaboration or integration of the operation through various forms; seventh, the behavior of government should be particularly focus on maintaining the order of market and industry development, and provide better public goods and service.The characteristics and possible innovations of this study:firstly, it’s the first time to analyzes the subject behavior of meat sheep and goat industry chain under different demanding orientation from market orientation, which provides a brand new perspective for industry chain optimization; secondly, it’s the first time to use the theory of consumption value to study the consumption behavior of sheep and goat meat sheep, carried out the market segmentation for outdoor and indoor mutton consumers by using empirical survey data; thirdly, it’s the first time to bring catering enterprises, breeding enterprises, government into the analysis of meat sheep and goat industry chain optimization, which makes the whole analysis of industry chain optimization more complete.