| The rice consumption in our country was very big and rice consumers'range was also very wide. The rice was the staple food of about1/2of the population of all over the world. With the social progress,the consumption concept, consumption quality, consumption structure have changed greatly, from pure pursuit of quantity security to the quality and safety. So high quality agricultural products got more and more welcome of people and pollution-free food, green food and organic food would become people's consumption hot spots. Heilongjiang province was the important grain producing areas and the largest commodity grain base. The rice area in the whole province accounted for a third of the japonica rice area and was the biggest japonica rice growing area in our country.The Heilongjiang statistical yearbook showed that the total grain output was57.615million tons in2012, of which the rice output was21.712million tons, accounting for37.68%of the total grain output (second to corn production) and the green rice output was11.112million tons in2012, accounting for51.18%of the total output of rice.As rations, rice consumption was wide, involving a large population. The rice was the staple food with a population of more than800million,(accounting for65%of the total population in China). Rice ranked the first in a number of food consumption in our country, and rice market supply and demand in China has been expected to close balance for a long time.The rice was the staple food of about1/2of people in the world and rice was the staple food of about4/5of the population in Asia, Africa and Latin America areas.Global rice consumption continued to grow. With the development of economy, the progress of the society and the continuous improvement of people's living standard, people's consumption idea, consumption structure and consumption quality have changed greatly, by shifting from pure pursuit of quantity security to the pursuit of quality and safety. The pollution-free green rice, organic rice and green rice etc. got the welcome of people. The rice regional layout planning (2008-2015) was formulated in2008in Heilongjiang province, whose goal was to expand the rice planting area stably, to improve yield and quality, to strive to plant rice about58million mu,to get the production of about28million tons and the merit factor of more than75%by2015.The attention of the high-quality rice industry in Heilongjiang province and consumers'consuming demand for high quality rice have brought a rare opportunity for Heilongjiang province. Meantime, Heilongjiang province had to face a great challenge-the problem of high-quality rice not getting high price. The problem has existed for a long time, which has not been fundamentally solved. In this paper, through literature review and field survey methods, on the basis of reality investigation, production, storage and transportation,processing and sales link in rice industry chain in Heilongjiang province, some problems have been found,including weak infrastructure of logistics,inadequate Processing enterprises,high-qualitybut not high price, cluttering brand.Not close cohesion among each link in industry chain, unreasonable profit distribution among different subjects in industrial chain, obvious contradiction between supply and demand of high quality rice, many regulatory loopholes in industrial chain and lack of relevant policies support on industrial chain development. The industrial chain integration of high quality and high price of rice required to explore the condition from two aspects of farmers and consumers.The four basic conditions such as the standardization of rice production, rice quality traceability, consumer identity and consumers'effective demand for high quality rice hve been put forwarded.From the aspects of producers and consumers respectively, using the mathematical model, producer behavior and the behavior of consumers in the industrial chain have been quantitatively analysed, revealing direction, extent and mutual relations of the various factors affecting the producer behavior and consumer behavior. The advantages, disadvantages, applicable conditions and scope of application on core enterprise leading mode, cooperative leading mode and family farm leading mode in the process of industrial chain integration have been discussed. The core enterprise leading mode should be the main body of industrial chain integration of high quality and high price of rice.That how the core enterprise dominated the high-quality rice industry chain integration has been discussed and finally countermeasures for industrial chain integration of high quality rice has been put forward. The main points were as follows:(1)The industry chain integration of high quality and high price of rice referd to the process in which one or certain economic subject(enterprises and other organizations, etc.) in the high quality rice industrial chain network, with its strength by various means to control,adjust and optimize the other body in the industrial chain,in order to control rice quality, improve the efficiency of the industry chain and finally to achieve high quality and high price of rice.(2)The four basic conditions of industrial chain integration of high quality and high price of rice included the standardization of rice production, rice quality traceability, consumer identity and consumers, effective demand for high quality rice. First, no standardized production could not guarantee the quality stability of rice; Second, the implementation of rice quality dates back all the way made the rice quality information transparent and made consumers build consumer confidence; Again, the high quality rice must also get consumer' recognition, no recognition not buying; Finally, the recognition of the ability to pay could be translated into consumer behavior, the effective demand of consumer was essential. So, above four conditions cannot be ignored.(3)The rice planting was the most basic link in industry chain. Whether farmers were willing to grow high quality rice or not was the key to rice industry chain formation. The empirical analysis resulted on the factors affecting the farmers'high quality rice production showed that the degree of culture, family income, rice planting area, whether to participate in technical training, whether to participate in cooperative, the price margin between high quality rice and general rice, whether the farmers received subsidies for growing superior seed varieties, whether other farmers got successful experience of high quality rice planting in the region and whether the region provided agricultural extension services produced positive influence of different level.(4)The consumers'consumption of high quality rice was the key to achieve high price. The empirical analysis results on influencing factors of consumption of high-quality rice showed that gender, age, the degree of culture, family income, consumers' concern for their health, consumers' concern for environmental problems, consumers'concern about food safety issues, whether consumer's trust in the quality of rice and the preferred brand produced the positive influence of different level.(5)There were three modes that should be adopted by industrial chain integration of high quality and high price of rice, namely the cooperatives leading mode, the family farm leading mode and the core enterprise leading mode. Because of cooperatives' poor standardization degree, weak economic strength and market competitiveness, low management level, lack of capital, technology and talent disadvantage and family farm'less land management scale, not enough mechanized production and scale operation, it was hard for the two modes to dominate the industrial chain integration. Compared with the cooperative and the family farm, the core enterprise had many advantages,such as, market development, product marketing, organization management, technical guidance, training and so on, relying on its solid financial strength. So the core enterprise leading mode should be the body of industrial chain integration.(6)The core enterprise led industrial chain integration, leading production, storage and transportation, processing and sale in industry chains. In the production process, the core enterprise led land circulation, production supplies and technical standard of integration; in processing, it led processing technology of processing standards,the rice grade classification and packing and so on;in storage and transport link, it led distribution route,storage transport standards in storage and transportation links; in sales link,it led brand promotion, marketing channels and customer service, etc. Core enterprises could adopt different ways to control every link of the industrial chain, including contract, investment, technical guidance and support. |
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