Study On The Construction Of The Goat's Milk Industrial Organization Model In Shandong Province

Milk contains rich nutrients and vitamins, which is easy to be absorbed and beneficial to enhance the immunity, to improve the eyesight and moisten the lung, etc. It has the important position in the dairy market, gets the favor of international nutrition science and has been praised as the king of the milk. In Shandong province, milk goat has a long breeding history, the breeding stock of 2015 is about 1.3 million, which nearly accounts for20.60 percentage of the whole country's breeding stock of the milk goat. At present,Shandong province is in the significant period of hastening its transformation towards the strong province and modern milk industry, while the milk industry is showing the good development tendency, but the development of the milk industrial organization model is not perfect. The better milk industrial organization model is beneficial to guarantee the product's quality, stabilize the price, safeguard the interests of the producer and the consumer and drive the goat's milk industry to develop industrializedly. Then this paper mainly studied the construction, the promotion and application of the new goat's milk industrial organization model of Shandong Province from the five aspects of the condition and the problems of the development, the analysis of the typical pattern, the basic framework, the intention to take part in the new goat's milk industrial organization model and the countermeasures, comprehensively using the Descriptive Analysis Method, the Comparative Analysis Method, the Conductive Analysis Method and the Empirical Analysis Method, based on referring to the relative literature, issuing questionnaires, field research and interviewing the experts and the scholars.The analysis of the general situation of the milk industry of Shandong Province is the foundation of constructing the new goat's milk industrial organization model. Firstly, this paper analyzed several characteristics of the goat's milk, such as the nutritional value,eating quality, product characteristics and consumer characteristics, and described the characteristics of the goat's milk industry, correctly evaluating the goat's milk and the goat's milk industry. Secondly, this paper analyzed the development's current situation and condition of the goat's milk industry, and analyzed the development's problems of the goat's milk industry, using the questionnaires of 575 milk goat households of 17 cities in Shandong Province. The results showed that the development power is strong, it has the superior natural condition, the stable economic base, the good policy environment and the great market potential. It also has many problems including the education level, the specialization level and the scale level of the households is low, and their willing to expand the scale is not strong, their fixed investment is low, the source of the inputs is not standard,the channels are single and backward, the healthy breeding is not standard and the contract signing rate is low, etc. The way of milking and purchasing is not standard, the quality of the goat's milk can not be guaranteed, the industry chain is short, the competition is fierce and the technology is immature, etc.The analysis of the typical goat's milk industrial organization model of Shanxi Province and Shandong Province provides experiences to the construction of the new goat's milk industrial organization model in Shandong Province. This paper analyzed 6 typical goat's milk industrial organization models through summarizing the models, evaluating the models and analyzing the typical cases. The results showed that although the Production-Marketing Integration Model is conducive to ensuring the quality of the products from the source, but it also has the disadvantages that the business risk is high, the investment is high and scattered. Although other five models can improve the product's quality, variety and the brand in different degree, they lack the effective link with the market,which is adverse to serve the consumer, extend the industry chain, increase the product added value and promote the overall benefits of the goat's milk industry.The core to the research of this paper is the analysis of constructing the new goat's milk industrial organization model based on the overall product concept. Constructing the effective goat's milk industrial organization model in Shandong Province is in favor of solving its problems and improving its industrial organization model. Firstly, the paper illustrated the characteristics of the new goat's milk industrial organization model, its standards and the characteristics of the overall product of the goat's milk. Then it analyzed the framework of the new goat's milk industrial organization model based on the overall product concept. The results showed that constructing the new goat's milk industrial organization model is the effective model to promote the development of the goat's milk industry, in which the processors is the core, the milk goat households is the development power, the supporting organization is the lubricant and the driving power, the supermarket or the store is the supply-demand bridge, the target consumer is the rational consumers having the high income.The analysis of the goat households' intention joining the new goat's milk industrial organization model is the key to promote the popularization and application of the new goat's milk industrial organization model. Based on the questionnaires of 575 milk goathouseholds of 17 cities in Shandong Province, firstly, this paper determined the factors influencing the households joining the new goat's milk industrial organization model by the Ordinal Logit Regression Model, then explained the influencing factors' relationship and hierarchy by the ISM Model. The results showed that breeding age limit and the perception of the development of the breeding scale's prospect have the significant impact on the intention. The other five factors including the education level, the farming scale, the specialization level, whether the government is in favor of constructing the new goat's milk industrial organization model, the attitude to the prospects of the goat's milk industrial organization model also have the significant impact on the intention in different level.Among them, whether the government is in favor of constructing the new goat's milk industrial organization model and the attitude to the prospects of the new goat's milk industrial organization model are the direct factors on the surface layer, the specialization level and the perception of the development of the breeding scale's prospect are the mid-level indirect factors, the education level of the decision makers, the breeding scale and the breeding age limit are the root factors.The purpose of the research of this paper is to accelerate the development, the popularization and application of the new goat's milk industrial organization model in Shandong Province. This paper put forward the proposal including that the households should improve their professional quality, the scale management level and their contract's legal consciousness. The processors should strengthen the awareness of quality and safety,set up the perfect quality and safety system, strengthen the service and the support and improve the households' cognition of the contract. The supporting organization should increase the financial support, the technical and the talent culture support,, it also should strengthen the security. The intermediary organization should strengthen the internal management, promote the priority of the new goat's milk industrial organization and establish the effective coordination mechanism. the government should strengthen the publicity, the support and the macro-control, etc.