Study On The Development Of Oat Industry In China

The development of agriculture and country in China is in the new historicalperiod, improving the modern agricultural industry system, developing high quality,ecology and safe agriculture, improving the market competition ability of agriculture,and protecting national food security have become developmental goals. Oats industry isChina’s food quality forage crops in combination food and feed, It has an important valuein i adjusting agricultural industrial structure, ensuring food security, improving thehealth level and improving the ecological environment and promoting agriculturalefficiency. Oats industry has a huge production potential and market space, but theproblems existing in the process of industrial development restricts the industry runefficiency, which needs to seek solutions from the key links in industrial development.This paper takes Chinese oat industry as the research object, on the industrial chaintheory, industrial organization theory and competitive advantage theory as the basis,through field investigation and statistical data analysis, second-hand investigateconsumer behavior, oat processing industry’s competitive advantage, and the productionbehavior of peasant household, this paper will find out the key problems which restrictthe development of oats industry, put forward countermeasures and suggestions topromote the development of oats industry in China. The research of total paper will bethe following main conclusions:(1) Oats industry developed rapidly in China, industry chain construction is notperfect itself, concentration effect is not obvious. Oat planting area and yield increaseyear by year, the market demand, the quantity and the scale are expanding processingenterprises. Oat yield is lower than the world average, scale and standard of productionbase is short, high quality raw material supply is in shortages,too. The application ratioof high and new technology is small, the development and utilization of oat in theprimary stage and high added value of oat product category are limited. The product ofoat in the market and development of demand belongs to the expected requirements.(2) The running of oats industry technology system in China, becomes importanttechnical support for the further development of the oat industrial chain and the seekingdirection of new products. It exists some problems that are incomplete chain and thetransformation of scientific and technological achievements in industrial technology of poor timeliness.(3) Consumer behavior analysis showed that oat market scale and potention are morebigger, formed the scale of demand does not yet have conditions, market effectivedemand is insufficient. Consumer’s understanding about oat products is generally low. Itshows higher values in care healthy function,nutritional value green value of oatproducts. The influence on consumer buying behavior about brand, price and packingand supermarket sales in enterprise marketing factors as promotion activities is small,while the effect of location convenience is stronger.(4) The empirical analysis of purchasing intention and its influence factors whenconsumers buy oat products shows that female consumers, the consumers of the higherlevel of education and the married, the consumers of nutritional value and the higheratattention of taste are more purchase behaviors. The higher consumers’ brand awareness,the lower purchases of oat products product. Among them, the influence about genderand level of education is stronger.(5) Oat processing industry is developing rapidly, the market barriers to entry is nothigh, industrial concentration is low, the profit of scale economy is poor. Due to the lackof restricting factors, such as deep processing level is low, lack of leading enterprisesdriving, modern marketing concept is weak, market competition advantage is weaker.(6) The analysis of oat production behavior about peasant household shows, oatindustrial chain has weak contribution to the farmers’ income. Because of the low oatplanting comparative benefit and low farmers’ planting will. The will of adopting goodvarieties is stronger, but the lack of subsidies from government and the actual utilizationrate are low. The larger production scale, the greater will of the peasant householdproduction purposes tend to the market.(7) The empirical analysis of farmers’ oat planting will and influencing factors showsthat the more affected by the higher level of education and family farm labor, the lowerfarmers planting oats will. Rising prices, improving the yield and the nearer the centercity in the distance, the stronger oat planting farmers’ will.Based on the above research results, this paper puts forward policy andrecommendations to promote the development of oat industry in China:(1) To construct good raw materials production base, to plan implementation ofagriculture, to realize oat production scale. To support the development of leadingenterprises, and improve industrial concentration and economies of scale profit.(2) To improve and perfect the oat planting technology support system, to improve the degree of organization, to increase the income of the farmers’ planting oats, toaccelerate the industrialization process.(3) Take advantage of backwardness to strengthen scientific and technologicalinnovation, establish of deep processing technology system, pay attention to marketingmanagement, cultivate industrial competitive advantage.(4) Perfect market system, to expand effective demand. By creating regional brand,carry on the integrated marketing communications, and bring industrial consumptionguiding function into full play.