吉林省黑木耳产业发展问题研究
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摘要
随着人民生活水平的提高和膳食结构的改善,食用菌产品已经成为国内外消费者主要食品之一。作为食用菌的一种,黑木耳因能养血驻颜,令人肌肤红润,容光焕发,并可防治缺铁性贫血及其他药用功效,已经成为世界各国广大消费者的美味佳肴。中国黑木耳产业异军突起,生产规模不断扩大,从1949年的0.45万吨到2011年的60万吨,增加了130余倍,已超过香菇,夺得中国食用菌产量之冠。2011年中国黑木耳总产值近400亿元,接近中国食用菌总产值的30%。从产值来看,黑木耳也是中国食用菌中的优势产业。
吉林省是农业大省,黑木耳生产原料得天独厚,气候条件非常适宜,雄厚的食用菌科技力量和国家南菇北移的战略布局使得吉林省发展黑木耳的条件十分优越。同时,黑木耳产业的发展有助于吉林省农村富余劳动力的就业,缓解吉林省人地矛盾,有助于吉林省农业经济发展,促进农民脱贫致富,有利于吉林省农业生态良性循环,促进农业可持续发展。2011年,吉林省黑木耳总产量近8万吨,就产值和产量而言,仅次于黑龙江省,处于全国先进水平。黑木耳产业已经成为农业经济的重要组成部分,是广大黑木耳种植农户收入的重要来源,但与福建省、浙江省、河南省、山东省、河北省等黑木耳产业发达省份相比,吉林省黑木耳产业还存在一些问题,主要体现在品种单一、黑木耳标准化、工厂化程度低,龙头企业偏少、市场不规范等方面。因此,研究吉林省黑木耳产业的发展问题,对进一步促进吉林省黑木耳产业竞争力,有着重要的现实意义。
黑木耳产业是指依托黑木耳资源形成的经济集合体,即包括黑木耳科研、生产、加工、销售到消费等的整个链条,还包括针对这个链条的政策、组织和关系等。黑木耳产业的健康良性发展离不开这些具体环节的良性发展。因此,本课题以实地调研为基础,重点分析吉林省黑木耳生产、加工、流通和消费等环节的现实状况,指出各环节存在的问题,进而深入分析这些问题产生的原因,并提出促进吉林省黑木耳产业良性发展的对策与建议,以进一步提升吉林省黑木耳产业竞争力,为政府与相关部门决策提供科学的参考依据。具体研究内容如下：
第一章为本文的导论部分,主要阐明选题的背景意义、研究的目的和内容、基本方法、技术路线、创新与不足以及研究的重点难点,描绘出本研究的基本轮廓。
第二章是基础理论和文献评述部分,重点界定研究的基本概念和所涉及的基本理论,并对已有的研究成果进行评述,为后面重点研究章节提供研究的基础依据。
第三章为吉林省黑木耳产业发展现状与趋势概述,围绕吉林省黑木耳产业发展的地位,运用SWOT分析探讨吉林省黑木耳产业发展的竞争优势及发展趋势。研究表明,自然资源、地理位置资源、气候资源、原材料、劳动力成本以及国家的政策导向支持是吉林省黑木耳产业发展的优势；生产规模小、品种单一、珍品较少、技术落后、管理粗放、产品质量参差不齐、效益不高,产销脱节以及菌种和杂菌的污染等,是吉林省黑木耳产业发展存在的劣势；黑木耳深加工的潜力巨大、市场需求不断增加、市场利润空间较大、科研实力雄厚是吉林省黑木耳产业发展的机会；原材料资源的短缺及生态的恶化是吉林省黑木耳产业发展的潜在威胁。
第四章基于实地调研数据,运用Logistic模型研究消费者购买优质安全黑木耳产品意愿及其影响因素。研究表明,消费者购买意愿受到消费者家庭月均收入、消费者的受教育程度、优质黑木耳的溢价幅度、优质黑木耳的资产价值、转移心理成本等因素的影响,不同因素影响的方向和影响程度有所差异。受教育程度对消费者购买优质安全黑木耳产品意愿具有显著的正向影响。消费者受教育程度越高,消费者对优质安全黑木耳的认知程度也会越高,消费者越可能购买优质安全黑木耳；优质安全黑木耳产品溢价会造成消费者购买优质安全黑木耳的意愿降低,符合消费者需求理论。消费者购买愿意支付的溢价幅度与消费者购买意愿之间的系数关系数为负,说明随着优质安全黑木耳产品溢价提升,会导致消费者购买优质安全黑木耳的意愿下降；家庭月均收入对优质安全黑木耳产品消费呈现正向影响。随着消费者家庭月均收入的提高,消费者购买优质安全黑木耳产品的几率会显著地提高,说明家庭收入是影响优质安全黑木耳产品消费的最重要的因素之一；转移成本对明确购买优质安全黑木耳消费者具有显著的负向影响,消费者的转移成本越高越不利于消费者购买优质安全黑木耳；价值资产对明确购买优质安全黑木耳的消费者有显著的正向影响,而对于不一定购买优质安全黑木耳的消费者影响不显著。消费者将优质安全黑木耳作为礼物或者有益于健康的食材是比较重要的价值取向。
第五章基于吉林省菌农调查数据,分析菌农供给优质安全黑木耳行为。采用Logistic模型,探讨菌农对优质安全黑木耳的认知、菌农生产优质安全黑木耳的动机行为及其影响因素,揭示影响优质安全黑木耳生产管理绩效的关键因素,为构建黑木耳质量安全管理体系建言献策。研究结果显示,黑木耳生产者的优质安全生产意愿与优质安全生产技术选择与产业化组织以及政府的管理显著相关,其他因素只是在个别模型中才显著。目前,黑木耳生产的门槛很低,仍属于“大路货”的生产方式,已有的黑木耳生产者的受教育水平、对优质安全产品的认知水平也不高,尚不具备具有较大竞争实力的意识和思维,通过产业化组织显然可以有效推动黑木耳产业的整体升级。已有研究成果表明,将农户有效组织起来,可以更好地推动和促进黑木耳生产者采用优质安全生产技术,尤其是加大对优质安全生产者的技术培训对促进黑木耳生产者提升优质安全黑木耳生产也是非常有利的。此外,实施政府质量安全规制可以提升农户质量安全管理意愿。从新技术渠道选择上看,年龄、受教育程度、是否加入产业化组织、技术培训等方面的差异会对生产者的技术选择行为有显著影响。
第六章对吉林省黑木耳加工业发展问题分析。探讨了吉林省黑木耳加工业发展的特点、存在问题和影响因素,并提出相应对策。进行分析,吉林省黑木耳加工业处在普遍采用传统粗加工方式,逐步利用初加工技术,研发探索深加工方式的产业发展阶段。以干耳制品销售为主的市场模式仍然是吉林省黑木耳加工企业和种植农户获利的主要途径；较低的生产准入门槛造成许多投机型种植农户短视利益,加工规模和加工水平参差不齐,由此所带来的原料短缺和环境污染问题日益突出。同时,黑木耳加工产业链条短而单一也是制约我省黑木耳加工业发展的突出问题。另外,吉林省黑木耳加工业还存在产品加工层次低,加工企业融资困难,人才短缺问题的瓶颈；针对以上的问题和影响因素,提出通过加工业升级,促进黑木耳加工产业链条的完善。依托科技创新,提高加工业的整体创新力。用工业化思维,谋划农产品加工业的可持续发展。
第七章从吉林省黑木耳市场与营销环节进行分析,探讨如何构建吉林省黑木耳市场营销体系,找出影响黑木耳市场发展的主要因素。结果表明,户主特征、家庭特征、生产经营特征以及环境因素都对黑木耳种植农户销售方式的优化决策有显著性影响。随着户主教育水平的提高,黑木耳种植农户采取订单销售木耳的可能性增大；随着年龄的增加,黑木耳种植农户采取订单销售木耳的可能性减小；户主的性别及风险偏好对黑木耳种植农户销售渠道选择没有影响；随着非农收入比重的上升,黑木耳种植农户将更多的时间和精力投向非农行业,更倾向于选择合同销售行为；家庭劳动力比重对黑木耳种植农户选择销售渠道的影响不显著,其运输费用不是决定木耳经营成本的关键因素,劳动力比重尚不足以影响其销售方式的抉择；随着木耳规模的增加,黑木耳种植农户选择订单农业销售方式的可能性增加；随着木耳收入占家庭收入比重的增加,黑木耳种植农户选择订单农业销售方式的可能性减小；协会会员比非会员选择订单农业销售的可能性更大；离市场较近的农户比距离远的黑木耳种植农户选择订单农业销售的可能性更小；对订单农业收益预期高的黑木耳种植农户比收益预期低的黑木耳种植农户选择订单农业销售的可能性更大。
第八章为本研究的结论和建议部分,基于上述研究,对研究内容进行评述总结。本章以促进吉林省黑木耳产业健康良性发展和提高产业竞争力为目的,分别从黑木耳产业生产、加工、营销、消费等各环节提出了相应的政策建议,并找出研究中存在的不足,提出进一步研究的展望。
With the improvement of people's living standard and dietary structure, edible fungus products have also become one of the main foods for domestic and overseas consumers. As one kind of edible fungi, black fungus can retain youthful looks, make skin tender and rosy, cure iron deficiency anemia and have other medicinal effects. China black fungus industry stands out and the production scale expands unceasingly. The output increased more than130times from1949to2011(4.5million kg to600million kg), and has over the harvest of mushrooms, winning the crown of yield of edible fungi in our country. In2011, the total output value of Chinese black fungus closed to40billion RMB, approaching for about30%of total Chinese edible fungus. From the side of production value, black fungus is also the advantage industry in China edible fungi field.
Jilin province is a big agricultural province. Climate conditions and raw material resource provide natural advantageous conditions for black fungus production. In addition to this, the power of science and the strategic layout of national edible mushroom provide technology and policy advantageous conditions for black fungus development in Jilin province. At the same time, the development of black fungus industry can help to solve the problem of rural surplus labor force employment in Jilin province, alleviate contradictions between people and land, enhance agricultural economy development, and eliminate peasant poverty. More importantly, the development of black fungus industry can develop Jilin agricultural ecological circulation and promote the sustainable agricultural development. In2011, the total output of black fungus in Jilin province was more than80000tons, which ranked second to Hei Longjiang province and kept the national advanced level. Black fungus industry has become an important part of the agricultural economy and it is main income source for growing farmers. But compared with Fujian province, Zhejiang province, Henan province, Hebei province, and Shandong province, black fungus industry in Jilin province has some problems. Species are single, industrial and standardization is in low level, too few leading enterprises, market management is irregular and so on. Therefore, the research on development situation of black fungus industrial has important practical significance to further promote the competitiveness of black fungus industry in Jilin province.
Black fungus industry is economic aggregation formation relying on black fungus resources, which includes scientific research, production, processing, marketing and the whole chain of consumption, also includes policy, organization and relations related to this black fungus industry chain. That is to say, the development of black fungus industry is inseparable from these specific links. Therefore, this paper is based on practical survey to analyze the real conditions on production, processing, distribution and consumption aspects of black fungus industry in Jilin province, then put forward the existing problems and make deep analysis about the causes of problems, next come up with the suggestions on how to promote optimum development of black fungus industry in Jilin province, further enhance the competitiveness of the black fungus industry and provide scientific reference for the decision-making from the government and related departments. Specific content as follows:
The first chapter is the introduction part including the research background and goal, basic method, technical route, innovation and a deficiency, research difficulty and key points, and gives the basic outline of this research.
The second chapter is the basic theory and literature review, mainly define basic concept and theory involved in this research, make a comment for existing research results and provide basic evidences for those important research chapters
The third chapter is the general description of the current situation and development trend. According to the current position of black fungus industry in Jilin province and taking SWOT analysis method to analyze the competitive strength of Jilin black fungus industry. The research shows that natural resources, geographic location resources, climate resource, raw materials, labor cost and the policy guidance of state are the significant advantages of Jilin black fungus industrial development. However, small production scale, single species, a few curiosa, backward in technology, inefficient management, uneven product quality, low efficiency in production and marketing aspects, miscellaneous bacteria strains are the main disadvantages for Jilin black fungus industry. In addition, deep processing potential of black fungus, increasing market demand, big market profit space, scientific research strength are crucial opportunities for the development of Jilin black fungus. Meanwhile, the possible potential threats for Jilin black fungus industry are from the shortage of raw material resources and ecological environment deterioration.
The fourth chapter is based on practical survey data, using Logistic model to research consumers purchase motivation on black fungus products of high quality and its influence factors. Research reveals that purchase intention of consumers is influenced by average monthly income, consumers education degree, excessive price range on high quality black fungus, assets value of black fungus, transfer psychological cost and so on factors. Different factors generate diverse influence direction and degree. Education degree of the customers generates positive influence on choosing high quality products. With the improvement of consumers' education level, the cognitive degree for black fungus of safety and high quality is also going higher and higher. Premium will cause to low purchase motivation, which meets consumer demand theory. So between premium extent and purchase intention is a negative correlation coefficient, which illustrates the purchase intention on high quality black fungus of consumers will drop as premium range becomes high. The monthly family income shows positive influence on black fungus consumption. With average income raise, purchase possibility for high quality black fungus products is likely to improve significantly, which tells family income is one of important influence factors for black fungus consumption. Transfer cost has significant negative influence on purchase behavior of black fungus. That is to say, if the transfer cost is becoming higher, it is disadvantageous condition for consumers choosing high quality black fungus. The value assets have a vital positive impact on purchase behavior, but it has not clear effect on unsure consumers. Consumers regard high quality black fungus as gift or healthy food materials, which is crucial value orientation.
The fifth chapter is based on survey data of famers in Jilin province, taking Logistic model to analyze famers' safety supply behavior, discuss famers cognition degree for high quality and safety production, analyze peasants motivation and impact factors on safety and high quality black fungus production, reveal key factors on influence production management performance in order to give suggestion on construction the high quality and safety production management system. The research results show that black fungus safety production intention has a closed relationship with safety production technology choice, organization industrialization degree and government management. At present, the threshold of black fungus production is quite low, the producers' education degree and safety cognitive level are also very low and they have not competitive consciousness and thinking. Through industrialization can obviously promote effectively the overall black fungus industry upgrade. And existing research results have shown that organizing farmers together can better enhance more produces choose safe and high quality production technology. Especially, increasing technical training on safety and high quality production technology for producers is also rather advantageous. Implementation of government regulation on quality and safety production can improve the safety management intention of farmers. From the point of view of the new technology channel choice, differences raised from age, education level, whether or not join the industrialization and technical training have significant effects on producers' technology choice behavior.
The sixth chapter mainly analyzes black fungus processing industry development situation and existing problems in Jilin province, discusses influence factors on Jilin province black fungus processing industry. Research shows that Jilin province black fungus planting and processing industry present the fast development, but the green industry chain is still in a sprout type development stage, leading processing enterprise catalytic the deep processing of the prosperity of Jilin province black fungus industry, processing base and industry association promote the rapid development of Jilin province black fungus production. At the same time there are also some problems in black fungus processing industry. Firstly, the comprehensive production capacity of black fungus industrialization base is still need to improve. Secondly, processing of raw material shortage and pollution problem is increasingly serious, Thirdly, there is a great gap between senior specialized technical people and operation and management talents, Fourthly, the development way of black fungus industry need to be changed urgently.
Chapter seventh makes the analysis, from the point of marketing and sales angles, on black fungus of Jilin province process, and discusses how to construct the marketing system of black fungus in Jilin province, and find out the influence factors of on market development of black fungus. The results show that householder characteristics, family characteristics, production and business operation characteristics and environmental factors have significant influence for optimization decision of famers'sales way choices. As education level of householder enhancement, the possibility that planting farmers taking orders to sell black fungus increases; Along with the increase of age, the possibility that planting farmers taking orders to sell black fungus decreases; householders' gender and risk preference have no effect on sales channel choice of black fungus; As the proportion of non-agricultural income, black fungus farmers will spend more time and money on non-agricultural industries and incline to choose contract sales behavior; The labor proportion of family has not significant influence on marketing channel choices of famers, that is to say, the transport cost is not key factors for business cost of black fungus, so labor force is insufficient influence factor for proportion of sales way choice; With the scale of planting black fungus increases, the possibility of choosing order sales increases gradually; and the proportion of household income of planting black fungus grows, the possibility of famers choosing order sales decreased; The possibility of association members choosing sales order is bigger than non-members; and the possibility that the famers near the market is lower than the famers'far way the market. Farmers who have high pre-ordered agriculture income expectation are more likely to choose black fungus contract sales than farmers who have low pre-ordered agriculture income expectation.
The eighth chapter is the conclusion and recommendation part. Based on the above research, make an overall summary and comment in order to promote black fungus industry healthy development in Jilin province and enhance its industry competitiveness. Further put forward relevant policy suggestions from the point of production, processing, marketing, consumption and so on various links, find out the research deficiency and come up with the prospect of further study.
吉林省是农业大省,黑木耳生产原料得天独厚,气候条件非常适宜,雄厚的食用菌科技力量和国家南菇北移的战略布局使得吉林省发展黑木耳的条件十分优越。同时,黑木耳产业的发展有助于吉林省农村富余劳动力的就业,缓解吉林省人地矛盾,有助于吉林省农业经济发展,促进农民脱贫致富,有利于吉林省农业生态良性循环,促进农业可持续发展。2011年,吉林省黑木耳总产量近8万吨,就产值和产量而言,仅次于黑龙江省,处于全国先进水平。黑木耳产业已经成为农业经济的重要组成部分,是广大黑木耳种植农户收入的重要来源,但与福建省、浙江省、河南省、山东省、河北省等黑木耳产业发达省份相比,吉林省黑木耳产业还存在一些问题,主要体现在品种单一、黑木耳标准化、工厂化程度低,龙头企业偏少、市场不规范等方面。因此,研究吉林省黑木耳产业的发展问题,对进一步促进吉林省黑木耳产业竞争力,有着重要的现实意义。
黑木耳产业是指依托黑木耳资源形成的经济集合体,即包括黑木耳科研、生产、加工、销售到消费等的整个链条,还包括针对这个链条的政策、组织和关系等。黑木耳产业的健康良性发展离不开这些具体环节的良性发展。因此,本课题以实地调研为基础,重点分析吉林省黑木耳生产、加工、流通和消费等环节的现实状况,指出各环节存在的问题,进而深入分析这些问题产生的原因,并提出促进吉林省黑木耳产业良性发展的对策与建议,以进一步提升吉林省黑木耳产业竞争力,为政府与相关部门决策提供科学的参考依据。具体研究内容如下：
第一章为本文的导论部分,主要阐明选题的背景意义、研究的目的和内容、基本方法、技术路线、创新与不足以及研究的重点难点,描绘出本研究的基本轮廓。
第二章是基础理论和文献评述部分,重点界定研究的基本概念和所涉及的基本理论,并对已有的研究成果进行评述,为后面重点研究章节提供研究的基础依据。
第三章为吉林省黑木耳产业发展现状与趋势概述,围绕吉林省黑木耳产业发展的地位,运用SWOT分析探讨吉林省黑木耳产业发展的竞争优势及发展趋势。研究表明,自然资源、地理位置资源、气候资源、原材料、劳动力成本以及国家的政策导向支持是吉林省黑木耳产业发展的优势；生产规模小、品种单一、珍品较少、技术落后、管理粗放、产品质量参差不齐、效益不高,产销脱节以及菌种和杂菌的污染等,是吉林省黑木耳产业发展存在的劣势；黑木耳深加工的潜力巨大、市场需求不断增加、市场利润空间较大、科研实力雄厚是吉林省黑木耳产业发展的机会；原材料资源的短缺及生态的恶化是吉林省黑木耳产业发展的潜在威胁。
第四章基于实地调研数据,运用Logistic模型研究消费者购买优质安全黑木耳产品意愿及其影响因素。研究表明,消费者购买意愿受到消费者家庭月均收入、消费者的受教育程度、优质黑木耳的溢价幅度、优质黑木耳的资产价值、转移心理成本等因素的影响,不同因素影响的方向和影响程度有所差异。受教育程度对消费者购买优质安全黑木耳产品意愿具有显著的正向影响。消费者受教育程度越高,消费者对优质安全黑木耳的认知程度也会越高,消费者越可能购买优质安全黑木耳；优质安全黑木耳产品溢价会造成消费者购买优质安全黑木耳的意愿降低,符合消费者需求理论。消费者购买愿意支付的溢价幅度与消费者购买意愿之间的系数关系数为负,说明随着优质安全黑木耳产品溢价提升,会导致消费者购买优质安全黑木耳的意愿下降；家庭月均收入对优质安全黑木耳产品消费呈现正向影响。随着消费者家庭月均收入的提高,消费者购买优质安全黑木耳产品的几率会显著地提高,说明家庭收入是影响优质安全黑木耳产品消费的最重要的因素之一；转移成本对明确购买优质安全黑木耳消费者具有显著的负向影响,消费者的转移成本越高越不利于消费者购买优质安全黑木耳；价值资产对明确购买优质安全黑木耳的消费者有显著的正向影响,而对于不一定购买优质安全黑木耳的消费者影响不显著。消费者将优质安全黑木耳作为礼物或者有益于健康的食材是比较重要的价值取向。
第五章基于吉林省菌农调查数据,分析菌农供给优质安全黑木耳行为。采用Logistic模型,探讨菌农对优质安全黑木耳的认知、菌农生产优质安全黑木耳的动机行为及其影响因素,揭示影响优质安全黑木耳生产管理绩效的关键因素,为构建黑木耳质量安全管理体系建言献策。研究结果显示,黑木耳生产者的优质安全生产意愿与优质安全生产技术选择与产业化组织以及政府的管理显著相关,其他因素只是在个别模型中才显著。目前,黑木耳生产的门槛很低,仍属于“大路货”的生产方式,已有的黑木耳生产者的受教育水平、对优质安全产品的认知水平也不高,尚不具备具有较大竞争实力的意识和思维,通过产业化组织显然可以有效推动黑木耳产业的整体升级。已有研究成果表明,将农户有效组织起来,可以更好地推动和促进黑木耳生产者采用优质安全生产技术,尤其是加大对优质安全生产者的技术培训对促进黑木耳生产者提升优质安全黑木耳生产也是非常有利的。此外,实施政府质量安全规制可以提升农户质量安全管理意愿。从新技术渠道选择上看,年龄、受教育程度、是否加入产业化组织、技术培训等方面的差异会对生产者的技术选择行为有显著影响。
第六章对吉林省黑木耳加工业发展问题分析。探讨了吉林省黑木耳加工业发展的特点、存在问题和影响因素,并提出相应对策。进行分析,吉林省黑木耳加工业处在普遍采用传统粗加工方式,逐步利用初加工技术,研发探索深加工方式的产业发展阶段。以干耳制品销售为主的市场模式仍然是吉林省黑木耳加工企业和种植农户获利的主要途径；较低的生产准入门槛造成许多投机型种植农户短视利益,加工规模和加工水平参差不齐,由此所带来的原料短缺和环境污染问题日益突出。同时,黑木耳加工产业链条短而单一也是制约我省黑木耳加工业发展的突出问题。另外,吉林省黑木耳加工业还存在产品加工层次低,加工企业融资困难,人才短缺问题的瓶颈；针对以上的问题和影响因素,提出通过加工业升级,促进黑木耳加工产业链条的完善。依托科技创新,提高加工业的整体创新力。用工业化思维,谋划农产品加工业的可持续发展。
第七章从吉林省黑木耳市场与营销环节进行分析,探讨如何构建吉林省黑木耳市场营销体系,找出影响黑木耳市场发展的主要因素。结果表明,户主特征、家庭特征、生产经营特征以及环境因素都对黑木耳种植农户销售方式的优化决策有显著性影响。随着户主教育水平的提高,黑木耳种植农户采取订单销售木耳的可能性增大；随着年龄的增加,黑木耳种植农户采取订单销售木耳的可能性减小；户主的性别及风险偏好对黑木耳种植农户销售渠道选择没有影响；随着非农收入比重的上升,黑木耳种植农户将更多的时间和精力投向非农行业,更倾向于选择合同销售行为；家庭劳动力比重对黑木耳种植农户选择销售渠道的影响不显著,其运输费用不是决定木耳经营成本的关键因素,劳动力比重尚不足以影响其销售方式的抉择；随着木耳规模的增加,黑木耳种植农户选择订单农业销售方式的可能性增加；随着木耳收入占家庭收入比重的增加,黑木耳种植农户选择订单农业销售方式的可能性减小；协会会员比非会员选择订单农业销售的可能性更大；离市场较近的农户比距离远的黑木耳种植农户选择订单农业销售的可能性更小；对订单农业收益预期高的黑木耳种植农户比收益预期低的黑木耳种植农户选择订单农业销售的可能性更大。
第八章为本研究的结论和建议部分,基于上述研究,对研究内容进行评述总结。本章以促进吉林省黑木耳产业健康良性发展和提高产业竞争力为目的,分别从黑木耳产业生产、加工、营销、消费等各环节提出了相应的政策建议,并找出研究中存在的不足,提出进一步研究的展望。
With the improvement of people's living standard and dietary structure, edible fungus products have also become one of the main foods for domestic and overseas consumers. As one kind of edible fungi, black fungus can retain youthful looks, make skin tender and rosy, cure iron deficiency anemia and have other medicinal effects. China black fungus industry stands out and the production scale expands unceasingly. The output increased more than130times from1949to2011(4.5million kg to600million kg), and has over the harvest of mushrooms, winning the crown of yield of edible fungi in our country. In2011, the total output value of Chinese black fungus closed to40billion RMB, approaching for about30%of total Chinese edible fungus. From the side of production value, black fungus is also the advantage industry in China edible fungi field.
Jilin province is a big agricultural province. Climate conditions and raw material resource provide natural advantageous conditions for black fungus production. In addition to this, the power of science and the strategic layout of national edible mushroom provide technology and policy advantageous conditions for black fungus development in Jilin province. At the same time, the development of black fungus industry can help to solve the problem of rural surplus labor force employment in Jilin province, alleviate contradictions between people and land, enhance agricultural economy development, and eliminate peasant poverty. More importantly, the development of black fungus industry can develop Jilin agricultural ecological circulation and promote the sustainable agricultural development. In2011, the total output of black fungus in Jilin province was more than80000tons, which ranked second to Hei Longjiang province and kept the national advanced level. Black fungus industry has become an important part of the agricultural economy and it is main income source for growing farmers. But compared with Fujian province, Zhejiang province, Henan province, Hebei province, and Shandong province, black fungus industry in Jilin province has some problems. Species are single, industrial and standardization is in low level, too few leading enterprises, market management is irregular and so on. Therefore, the research on development situation of black fungus industrial has important practical significance to further promote the competitiveness of black fungus industry in Jilin province.
Black fungus industry is economic aggregation formation relying on black fungus resources, which includes scientific research, production, processing, marketing and the whole chain of consumption, also includes policy, organization and relations related to this black fungus industry chain. That is to say, the development of black fungus industry is inseparable from these specific links. Therefore, this paper is based on practical survey to analyze the real conditions on production, processing, distribution and consumption aspects of black fungus industry in Jilin province, then put forward the existing problems and make deep analysis about the causes of problems, next come up with the suggestions on how to promote optimum development of black fungus industry in Jilin province, further enhance the competitiveness of the black fungus industry and provide scientific reference for the decision-making from the government and related departments. Specific content as follows:
The first chapter is the introduction part including the research background and goal, basic method, technical route, innovation and a deficiency, research difficulty and key points, and gives the basic outline of this research.
The second chapter is the basic theory and literature review, mainly define basic concept and theory involved in this research, make a comment for existing research results and provide basic evidences for those important research chapters
The third chapter is the general description of the current situation and development trend. According to the current position of black fungus industry in Jilin province and taking SWOT analysis method to analyze the competitive strength of Jilin black fungus industry. The research shows that natural resources, geographic location resources, climate resource, raw materials, labor cost and the policy guidance of state are the significant advantages of Jilin black fungus industrial development. However, small production scale, single species, a few curiosa, backward in technology, inefficient management, uneven product quality, low efficiency in production and marketing aspects, miscellaneous bacteria strains are the main disadvantages for Jilin black fungus industry. In addition, deep processing potential of black fungus, increasing market demand, big market profit space, scientific research strength are crucial opportunities for the development of Jilin black fungus. Meanwhile, the possible potential threats for Jilin black fungus industry are from the shortage of raw material resources and ecological environment deterioration.
The fourth chapter is based on practical survey data, using Logistic model to research consumers purchase motivation on black fungus products of high quality and its influence factors. Research reveals that purchase intention of consumers is influenced by average monthly income, consumers education degree, excessive price range on high quality black fungus, assets value of black fungus, transfer psychological cost and so on factors. Different factors generate diverse influence direction and degree. Education degree of the customers generates positive influence on choosing high quality products. With the improvement of consumers' education level, the cognitive degree for black fungus of safety and high quality is also going higher and higher. Premium will cause to low purchase motivation, which meets consumer demand theory. So between premium extent and purchase intention is a negative correlation coefficient, which illustrates the purchase intention on high quality black fungus of consumers will drop as premium range becomes high. The monthly family income shows positive influence on black fungus consumption. With average income raise, purchase possibility for high quality black fungus products is likely to improve significantly, which tells family income is one of important influence factors for black fungus consumption. Transfer cost has significant negative influence on purchase behavior of black fungus. That is to say, if the transfer cost is becoming higher, it is disadvantageous condition for consumers choosing high quality black fungus. The value assets have a vital positive impact on purchase behavior, but it has not clear effect on unsure consumers. Consumers regard high quality black fungus as gift or healthy food materials, which is crucial value orientation.
The fifth chapter is based on survey data of famers in Jilin province, taking Logistic model to analyze famers' safety supply behavior, discuss famers cognition degree for high quality and safety production, analyze peasants motivation and impact factors on safety and high quality black fungus production, reveal key factors on influence production management performance in order to give suggestion on construction the high quality and safety production management system. The research results show that black fungus safety production intention has a closed relationship with safety production technology choice, organization industrialization degree and government management. At present, the threshold of black fungus production is quite low, the producers' education degree and safety cognitive level are also very low and they have not competitive consciousness and thinking. Through industrialization can obviously promote effectively the overall black fungus industry upgrade. And existing research results have shown that organizing farmers together can better enhance more produces choose safe and high quality production technology. Especially, increasing technical training on safety and high quality production technology for producers is also rather advantageous. Implementation of government regulation on quality and safety production can improve the safety management intention of farmers. From the point of view of the new technology channel choice, differences raised from age, education level, whether or not join the industrialization and technical training have significant effects on producers' technology choice behavior.
The sixth chapter mainly analyzes black fungus processing industry development situation and existing problems in Jilin province, discusses influence factors on Jilin province black fungus processing industry. Research shows that Jilin province black fungus planting and processing industry present the fast development, but the green industry chain is still in a sprout type development stage, leading processing enterprise catalytic the deep processing of the prosperity of Jilin province black fungus industry, processing base and industry association promote the rapid development of Jilin province black fungus production. At the same time there are also some problems in black fungus processing industry. Firstly, the comprehensive production capacity of black fungus industrialization base is still need to improve. Secondly, processing of raw material shortage and pollution problem is increasingly serious, Thirdly, there is a great gap between senior specialized technical people and operation and management talents, Fourthly, the development way of black fungus industry need to be changed urgently.
Chapter seventh makes the analysis, from the point of marketing and sales angles, on black fungus of Jilin province process, and discusses how to construct the marketing system of black fungus in Jilin province, and find out the influence factors of on market development of black fungus. The results show that householder characteristics, family characteristics, production and business operation characteristics and environmental factors have significant influence for optimization decision of famers'sales way choices. As education level of householder enhancement, the possibility that planting farmers taking orders to sell black fungus increases; Along with the increase of age, the possibility that planting farmers taking orders to sell black fungus decreases; householders' gender and risk preference have no effect on sales channel choice of black fungus; As the proportion of non-agricultural income, black fungus farmers will spend more time and money on non-agricultural industries and incline to choose contract sales behavior; The labor proportion of family has not significant influence on marketing channel choices of famers, that is to say, the transport cost is not key factors for business cost of black fungus, so labor force is insufficient influence factor for proportion of sales way choice; With the scale of planting black fungus increases, the possibility of choosing order sales increases gradually; and the proportion of household income of planting black fungus grows, the possibility of famers choosing order sales decreased; The possibility of association members choosing sales order is bigger than non-members; and the possibility that the famers near the market is lower than the famers'far way the market. Farmers who have high pre-ordered agriculture income expectation are more likely to choose black fungus contract sales than farmers who have low pre-ordered agriculture income expectation.
The eighth chapter is the conclusion and recommendation part. Based on the above research, make an overall summary and comment in order to promote black fungus industry healthy development in Jilin province and enhance its industry competitiveness. Further put forward relevant policy suggestions from the point of production, processing, marketing, consumption and so on various links, find out the research deficiency and come up with the prospect of further study.
引文
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