A Research On Rapeseed Seed Value

On the background of market economy,the enterprise competitive advantage is originated from creating more value for customer;this law is the same with the Chinese seed industry during the period of market economy reforming.The premise of improving value creative ability and core competition effectively of Chinese seed industry is holding seed value composition and value elements accurately.This paper study Chinese Rapeseed seed value elements and structure from theory and demonstration aspect.The basic content as follows:Discuss the theory and study approaches correlated to seed value.It includes three aspects:First,laboring value theory,efficacy value theory,characteristic value theory and customer value theory are the main theories and approaches;Second,product value is composed of different value elements,and the product value structure is composed of material units or elements of product value and the shares of those in total value;Third, efficacy value theory and customer value theory all stress on the subjectivity of value and customer's decision.Efficacy value theory thinks that customer's perceptive avail to product determines commodity value in large extent.Customer value theory thinks value is determined by customer' perceptive preference and evaluate to product attribute and efficacy.This paper analyses seed value elements and composition based on the angle of efficacy value theory and customer value theory.For measure and evaluate value elements, conjoint analysis is abroad extensive use method to measure value elements and significance from customer value angle.The basic principle is providing a series of product profiles composed by different attribute level mix to customer,scoring and compositor to different product mix,using disaggregated method to calculate each attribute or the shares of value elements avail in total avail.Conjoint analysis has not been used to measure seed value elements and value composition in the congener studies.So the method of studying Chinese seed value is more scientific and normative by introducing and using conjoint analysis.This paper carries out the empirical analysis of rapeseed seed value and value composition, which based on the main producing rapeseed areas in Hubei province of more than 600 farming families.Using factor analysis and structure equation model to abstract and validate the factors of influencing farmer' s judgment to seed value;Using conjoint analysis to measure rapeseed seed value elements significance and seed value composition.Using contingent valuation method to detect farmer' s payment will and payment sum to better seed.The study shows the main factors of influencing farmer' s judgment to seed value are seed quality,service,price and brand.Seed quality and service are the most important influencing factors.Rapeseed seed value component as follows:seed quality:85%,service 6.71%,brand:4.45%,sales service(publioity):3.30%,it explains that seed quality is the most important component in seed total value;farmer' s payment will to better seed is intensity.This paper' s study conclusion accords with some scholar' s hypothesis and judgment in home.This paper' s study conclusion accords with Chinese seed industry practice based on the test of manager in correlative administration and enterprise runners.This paper analyzes the factors of influencing farmer' s buying behavior and value judgment besides the factor of seed integration product by using theories and experience. It thinks farmer' s individual character,family management status and size,farm product selling police and market selling status influence farmer' s behavior and value judgment to seed in different aspect.Family planting area and Cole planting area extensively influence farmer's buying psychology and behavior,the bigger of planting area and Cole planting area,the more sensitive to correlation factors.It shows that management size influences farmer' s reaction to market variable.Now agricultural small size management status may weaken stimulative effect of some value elements to farmer in our country.This paper advances countermeasure and suggestion from enterprise and government two side based on the study.As seed enterprise,it must improve value creative ability and core competition by improving seed quality,betterment promotion way and implement marketing.As government and seed industry association,it must improve integration value creative ability of seed industry and international market competition by setting down relevant policy inducting seed industry concentrate to form rational industry chain profit distribution mechanism,establishing seed service and technical service net that government,enterprise and other folk organizations all take part in to meet the farmer' s need to technical service and information service.The innovation of the paper as follow:first,it carries out the study using quantitative method to seed value composing and value elements by integrating efficacy value theory and customer value theory,this is rare to see,so it has innovation in study content and study angle;second,it carries out the study by using structural equation model to refine rapeseed seed value elements,which will evaluate consumer preferences introduction of the joint analysis of the rapeseed seed value of a measurement,the method of studies on the use of a certain novelty;Third,through research,the first time to came up to the quantitative structure model of rapeseed seed value,which revealed sales service (publicity) effectiveness of the changes inverted "U" features,the conclusion of the study reflects a strongly innovative and it has practical significance as a guide to enterprises to improve customer value creation capacity.