The Investigation On Supply And Demand Of Green Vegetables In Chenzhou City

As we all know, because of the population pressure in China, per capita arable land area is less.in order to ensure food self-sufficiency, we gradually formed the "oil agriculture" model——over-reliance on a variety of chemicals,which eliminates the famine, but has brought a serious negative effects to the environment. Our country urgently needs to develop green agriculture to achieve sustainable development of agriculture. In recent years, with the rapid development of china's economic and the rising living-standards, residents put forward higher requirements on food quality, and gradually accept the green agricultural products as a kind of safe, high quality food. So it is meaningful to do a survey on the actual supply and demand conditions for green agricultural products, identify problems timely, and propose a solution to guide the development of green agriculture.The investigation of this paper is divided into two parts:the supply survey of green vegetables and the needs survey of green vegetables. Through the analysis of the survey of Chenzhou City, we have learned the green vegetable supply situations of Chenzhou City are as follows:l.The city's Green vegetable farming development is very rapid;2.Varieties of green vegetables planting are very limited;3. The production of green vegetables are mainly exported to other places, such as Guangdong, Shenzhen, Hong Kong and some Southeast Asian countries;4.Green vegetables of ChenZhou are in short supply,and Varieties of green vegetables planting are very limited. And the green vegetable requirement status of Chenzhou City are:l.The consumers have a low awareness of the green vegetables;2.Consumers rarely buy green vegetables and the amount of consumption is relatively small;3. Most consumers are willing to pay a premium for green vegetables;4. Consumers refuse to buy green vegetables because of the suspicion of the "green" authenticity.According the situation of green vegetable industry in ChenZhou, this paper proposes the following recommendations from the perspectives of governments, enterprises and consumers. Governments point of view:1.To standardize the green food market and crack down on fake and shoddy products;2.To pay a reasonable subsidies and provide preferential policies for green agricultural producers and sellers;3.To increase the propaganda and enhance resident awareness of green consumption. Enterprises point of view:l.To emphasize the marketing strategy and strengthen the brand awareness;2.To optimize the structure of varieties of green vegetables, based on market-oriented. Consumer point of view:1.To enhance the awareness of recycling economy;2.To change consumer attitudes and develop consumer awareness.