Studies On The Market Competence Of Hunan Rice

Rice is one of the three main grain species in the world. It is the grain species which has the biggest growing area , the most abundant output. It always predominates the grain production and consumption. Being the staple food for 60% of the state population , rice has the most consumption among all agricultural products , since there has been a huge and permanent consumption need for rice since the ancient times.Hunan is the proper area for rice production for its advantageous natural condition > its long history of growing rice and its advanced cultivation technology. Being one of the most important rice producing zone in the country > Hunan has biggest rice growing area and highest total yield for rice. But the high yield of rice does not bring high profit to rice industry because of weak competence of local rice in market. The major reasons are as follows: the inferior quality of rice, the lack of innovation in species and technology , the lag behind in market development ', the small scale in management ; the inefficiency in circulation ; the lack in depth research in consumption value , the shortage of arrangement in high rank and deliberate market scheme ; the insufficiency of advertisement, inadequate consciousness of brand.Based on the concrete situation of the production and sales and the research by other researchers , using the relative theories as the analyzing tool , and by analyzing some actual examples of the competition of the market ; this thesis analyzed the status quo , the influencing factors of the of rice market competition and the potential competence of Hunan rice. Moreover , in order to improve the competitive ability of Hunan rice in market , the measures such as adjusting the rice variety structure , increasing the input for advanced technology , establish product standards and perfecting the gurantee system, actualizing the stratege of the sales system and increasing govermental support were proposed. These measures will facilate the transition of Hunan prvince from a big rice production province into an economic strong province characterized in rice production.