Analysis And Optimization Of Value Chain On Flatfish Industry

Since 1992 academician LeiJilin of fisheries research institute of Yellow Sea introduced turbot from England, after almost 20 years of development, the flatfish industry has good technical and industrial advantage and it becomes one important part of China's modern agricultural technology system. The development of flatfish industry led to the marine fish breeding tide, created a large number of employment opportunities and promoted the improvement of the coastal fishermen income.Qingdao is rich in fishery resources, and it is an important fishery area of northern China. With the rise of seawater aquiculture industry, since the late 1990s, the flatfish industry of Qingdao got strong support and fast development. In 2008, the factory breeding area of Qingdao reached 65 million square meters, which is the first rank of 15 deputy provincial cities. But as the market competition is fierce day by day and consumer's demand is becoming individual and diversified, many insufficiencies of Qingdao's flatfish industry appeared; which makes an influence to the sustainable development of the whole industry. For the purpose of long-term and healthy development of the flatfish industry of Qingdao, it is necessary to re-examine the whole industry, find the problems existing in the aspects of industry, analyze the influential factors of value realization of each link, and take active measures.Based on Michael porter's value chain theory, the value chain analysis theory of the strategic cost management, industrial value-chain theory, using literature, comparative analysis and other methods, this article makes investigations and researches in the situation of flatfish industry of Qingdao, analyzes the five formation reasons such as pressure of international competition, policy support, demand pull, technology extension, intrinsic advantage, summarizes routing regularity of flatfish industry and explains the particularity of routing regularity. Meanwhile the flatfish industry value chain evolutional model is divided into two types:one belongs to rise stage, the other belongs to mature stage. Using the value chain theory, this paper constructs the value chain model for the first time, divides industry value chain operations into basic activities, auxiliary activities, and makes an in-depth analysis on links of value chain model. According to studies above, this paper finds that basic activities of the flatfish industrial value chain of Qingdao such as rearing, aquiculture, processing, sale, consumption have some deficiencies, which affects the realization of the value, and based on these results, this paper puts forward the corresponding optimized countermeasures. In addition, this paper also discusses fishery research, technology extension, aquaculture mode, market intermediary four auxiliary activities of the flatfish industrial value chain and points out its defects, and puts forward many optimized measures.