【作者】 张秀芳；

【导师】 史建民；

【作者基本信息】 山东农业大学 ， 农业经济管理， 2007， 博士

【摘要】 蔬菜是人类摄取营养的重要食物来源,也是人们日常生活的基本消费品。随着经济的发展和人民生活水平的提高,蔬菜在食物构成中占据着越来越重要的地位。中国是蔬菜生产大国,也是重要的蔬菜出口国。随着全球范围内农业及食品工业的产业目标逐步由增加数量到改善质量的转变,我国也进入了全面提高农产品质量的新阶段。优质蔬菜产业作为一个新兴产业,在世界范围内正在成长。本文以制度经济学、产权经济学、资源与环境经济学、产业经济学、国际贸易学、博弈论等诸多理论作为指导,总体上遵循SCP(结构—行为—绩效)分析范式,运用优质蔬菜的五种竞争力量模型来分析我国优质蔬菜产业结构,从优质蔬菜生产、销售和消费三维角度分别分析其行为和绩效,从而寻求我国优质蔬菜产业的发展对策。这对于加快和优化我国优质蔬菜产业发展,填补国内在这一领域的研究不足,无疑具有重要的理论意义。同时,为企业界和政府制定相应的政策措施提供科学依据和决策参考,更具有重要的实践意义。本文的研究内容和主要结论如下:(1)国内外优质蔬菜产业发展。本文第二章阐述了这一内容。有机食品起步于国外,绿色食品和无公害食品起源于我国。目前,国外有机蔬菜是国外有机食品产业中发展很快的产业。中国三类优质食品均有生产,其中蔬菜以无公害食品数量最大,绿色食品次之。但20世纪90年代中后期以来,我国绿色蔬菜比其它绿色食品发展更为强劲。近两年,我国绿色蔬菜出口绩效明显,在国际市场上基本上实现了优质优价。三类优质蔬菜面对的消费者层次不同,无公害蔬菜面向大众消费,绿色蔬菜以适应国内高层次消费和出口为主,而有机蔬菜则以出口为主。但从目前来看,国内有机蔬菜无论是研究、认证,还是政策、贸易及市场,都处于发展的初级阶段。有机蔬菜在有机食品中所占比重不大且分布地区较离散。(2)中国优质蔬菜产业结构。本文第三章阐述了这一内容。利用优质蔬菜五种竞争力量模型,从微观角度对我国优质蔬菜产业结构及竞争态势进行分析。我国现有优质蔬菜销售企业之间的竞争愈演愈烈并不断升级。现阶段,我国优质蔬菜替代品的威胁性较大,在五个作用力中占据主导地位。从总体上来看,不管是普通农户还是有组织农户,对优质蔬菜销售企业造成的威胁较小。从国内市场来看,买方的讨价还价能力较弱,而从国际市场来看,买方的讨价还价能力较强。新的进入者不断涌现,尤其是国外企业的进入,会加大潜在进入者的威胁。(3)中国优质蔬菜产业行为。本文第四章阐述了这一内容。优质蔬菜生产者技术选择的理论基础是边际成本与边际收益两者之间的权衡,同时又与他们自身的风险态度与客观存在的信息不对称密切相关。优质蔬菜生产者在产品定价时要综合考虑各种成本要素,因此最终表现为高定价行为。为提高优质蔬菜产品竞争力,优质蔬菜生产者往往通过认证、商标注册和地理标志登记等手段来培育自己的品牌;中国优质蔬菜销售者对其蔬菜产品定价时应遵循合作定价原则,在销售蔬菜产品时都有自己的品牌,在选择营销渠道时往往锁定为以超市、连锁店为代表的营销渠道;信息不对称使得消费者在选择蔬菜时易形成“柠檬市场”,而且其选择行为也与其效用的实现程度密切相关。对于优质蔬菜需求,消费者可能表现出麻木和敏感两种行为,这需要正确地加以引导,从而增加对优质蔬菜的需求。优质蔬菜价格是影响消费意愿的重要因素,优质蔬菜价格相对降低、消费者对优质蔬菜的认知程度和接受程度的逐渐增强会加大消费者意愿。(4)中国优质蔬菜产业绩效。本文第五章阐述了这一内容。优质蔬菜生产产生的外部性导致资源配置效率低下。认证取费增加了生产优质蔬菜的经营成本,优质蔬菜价格会相对提高,从而抑制消费者对优质蔬菜的需求。不同的生产体制产生不同的经济效应,各地区应根据实际情况,选择适合本地区发展的生产体制。我国优质蔬菜产业正在蓬勃发展,其品种越来越丰富,供应量越来越多。从国内市场看,我国优质蔬菜的优质优价机制整体上尚未形成。优质蔬菜“柠檬市场”的形成在一定程度上阻碍了优质蔬菜产业的健康发展,降低了社会经济福利水平。超市是我国优质蔬菜在国内销售的主渠道,其它营销渠道有待开发,而国外出口是我国优质蔬菜面向国际市场的主渠道,但国外的绿色壁垒、技术壁垒不容忽视。我国蔬菜出口的国际市场占有率和竞争力指数较高,表明我国蔬菜出口有着较高的竞争优势和较强的外销能力。无论是从国内市场还是国际市场来看,消费者对优质蔬菜的需求都是越来越高的。消费者对优质蔬菜的认知缺乏以及优质蔬菜价格偏高,都会影响优质蔬菜的销售,从而阻碍整个优质蔬菜产业的健康发展。(5)中国优质蔬菜产业发展对策。本文第六章阐述了这一内容。在宏观上应明确中国优质蔬菜产业发展的层次布局和多角度定位,尤其是优质蔬菜市场主体定位、优质蔬菜价格定位和优质蔬菜市场空间定位。在“竞合”理念的指导下,通过联盟伙伴关系,中国优质蔬菜市场主体可以得以完善。中国优质蔬菜销售者在遵循合作定价的原则基础上,在一定程度上适合采用价格歧视策略。在国内市场,优质蔬菜销售渠道最好借助于超市、专柜、连锁店等。在国际市场,通过传统成熟市场定位和新兴空白市场定位可以使我国优质蔬菜取得长足发展。在微观方面应积极探索有利于优质蔬菜生产管理的长效机制,大力推进优质蔬菜生产技术创新,采取积极的财政补贴政策;建立健全优质蔬菜追溯制,继续完善优质蔬菜市场准入制,进一步提高优质蔬菜出口企业的组织竞争力;采用综合措施,降低优质蔬菜价格,提高消费者对优质蔬菜的消费意识,加强消费者协会的力量。(6)本文第七章对全文的主要结论进行总结,明确指出了优质蔬菜产业发展的一般规律及其特殊性,集中阐述了中国优质蔬菜产业在生产、销售和消费领域的结构、行为和绩效方面的表现及其凸显出的问题,进一步梳理了问题与对策之间的关系,并就需要进一步研究的问题进行讨论。更多还原

【Abstract】 Vegetable is the important nutrition food source that human being absorbs, and is also people’s fundamental daily life consumer goods. With the development of the economy and the improvement of the people’s life level, vegetable is occupying more and more important position in food formation. China is the important vegetable producer, and is also the important vegetable exporter. With the industry targets’change step by step from increasing quantity to improving quality of the global agriculture and the food industry, our country has also entered the new stage of improving agricultural product quality. The high quality vegetable industry is a new one, growing up within the world.The paper is scientifically directed by such theories as institution economics, economics of property rights, resources and environmental economics, industrial economics, international trade and game theory, abided by SCP (structure-conduct-performance) as a whole analyzing frame. The high quality vegetable industry structure in China is analyzed using the analysis model of five competition forces of high quality vegetable. The high quality vegetable industry conduct and performance are analyzed from the three dimension angels of producers, sellers and consumers.Then it explores the development policies of the high quality vegetable industry in China. It has important theory significance in accelerating and optimizing the high quality vegetable industry and filling in the homeland research deficiency in this field. At the same time, it has important practice significance in providing scientific basis and decision making reference for business circles and the government community to work out corresponding policies and measures. The main contents and conclusions of this thesis are as follows:(1) The development of the high quality vegetable industry at home and abroad. It focuses on chapterⅡ.Organic food begins in abroad. Green food and non-environmental pollution food come from our country. At present, organic vegetable develops fast in organic food industry abroad. Our country produces the three kinds of high quality food. As far as vegetable, non-environmental pollution food’s quantity is the most, green food inferiors to it. But since the late 1990s, green vegetable develops faster than other green foods. In the recent two years, the green vegetable’s exportation performance is obvious, which has basically realized the high quality superior price in the international market. The consumer arrangement that the three kinds of high quality vegetable faces is different. Non-environmental pollution vegetable faces the masses, green vegetable faces the high-level consumption of in the homeland and export, but organic vegetable gives the first place to export. However, at present, domestic organic vegetable’s research, certification, policy, trade and market are all at the initial stage of development. The share of organic vegetables in organic foods is little and the locations are more discrete.(2) The high quality vegetable industry structure in China.It focuses on chapterⅢ. Chinese high quality vegetable industry structure and the state of competition are analyzed from micro view angle making use of the analysis model of five competition forces of high quality vegetable. The competition among Chinese high quality vegetable sale enterprises available grows in intensity and escalates unceasingly. At the present stage, the substitute threat of our country’s high quality vegetable occupies the leading position in five acting forces. In general speaking, neither the average peasant households nor the peasant households of organization bring about threat to Chinese high quality vegetable sale enterprises. Judging from home market, the buyer higgling ability is weaker, but the buyer higgling ability is comparatively strong judging from international market. Because the new entrants spring up increasingly, especially abroad enterprises, the latent entrants’threat will be enlarged.(3) The high quality vegetable industry conduct in China. It focuses on chapterⅣ. The technology alternative theory basis that Chinese high quality vegetable produces is the balance of the marginal cost and marginal revenue. At the same time, it goes hand in hand with themselves’risk attitude and the objective information asymmetry. The quality vegetable producers synthetically consider various cost factors during the period of product price. It shows that they ultimately ask for high price. In order to improve their high quality vegetable product competition, the high quality vegetable producers cultivate vegetable brands using some means such as attestation, trademark registration and geographical symbol register. Chinese high quality vegetable sellers should abide by the principle of cooperating price when pricing their vegetable products. They also have themselves’brands when selling their vegetable products. They often choose supermarket, chain store etc. as marketing channel. When consumers choosing vegetable,“lemon market”will be easily formed because of information asymmetry. Their choosing behavior is also connected with the efficacy realization degree. For the demand of high quality vegetable, consumers may be numb and sensitive, which needs to correctly lead, then increases the demand of high quality vegetable. The high quality vegetable price has an important influence on consumption. The consumers’consumption willing can be enlarged through reducing the high quality vegetable price relatively, increasing the consumers’cognition degree to high quality vegetable gradually.(4) The high quality vegetable industry performance in China. It focuses on chapterⅤ. The externality that high quality vegetable produces leads to the poor efficiency of resources allocation. Taking fees’of attestation increases the operating cost of high quality vegetable, which will improve the high grade vegetable price relatively, then restrain the consumers’demand to high quality vegetable. Different produce systems have different economy effects. All localities should choose their produce systems that are suitable to develop based on reality. Chinese high quality vegetable industry is prosper, whose breeds are more and more richer, supplies are more and more. As for home market, Chinese high quality and excellent price mechanism of high quality vegetable hasn’t formed in the whole yet. To a certain extent, the shape of“lemon market”of high quality vegetable has hindered the high quality vegetable industry from healthy developing, has reduced society economy welfare level. Supermarket is the main marking channel for our country’s high quality vegetable selling in the homeland, other channel remaining to be developed. Export is the main marking channel for our country’s high quality vegetable facing the needs of international market, but foreign country’s green barrier, technology barrier can’t be ignored. The exported vegetable’s international share of the market and the competition index in China are high, which shows our exported vegetable has higher competitive advantage and stronger export selling ability. Consumers’demand for high quality vegetable is more and more bloom either home market or international market. Consumers’ cognition insufficiency to high quality vegetable and the high quality vegetable’s price is high, which will influence its sale, then hinder the entire high quality vegetable industey from healthy developing.(5) The high quality vegetable industry developing policy. It focuses on chapterⅥ. We should make clear the arrangement layout and many angles’orientation of Chinese high quality vegetable industry development from macro view, especially the marketplace main body orientation, price allocation and marketplace space orientation. The marketplace main body of Chinese high quality vegetable can be improved and perfect under the direction idea of“competition and cooperation”, by coalition partner relation. To a certain extent, Chinese high quality vegetable sellers are fit to adopt price discrimination tactic under the principle basis of cooperation price. In home market, the marketing channel of high quality vegetable can recur to supermarket, special counter, chain store etc. In international market, Chinese high quality vegetable industry can develop by leaps and bounds through the traditional mature market orientation and the rising blank market orientation. From micro views, some policies are as follows: trying to explore the long effect mechanism that favors the high quality vegetable manufacturing management; pushing forward energetically the produce technological innovation; adopting active fiscal subsidies policy; building and perfecting the high grade vegetable tracing system; continue perfecting the high grade vegetable market access system; further enhancing the organization competitive ability of the high quality vegetable exportation enterprises; adopting synthesizing measures to reduce the price of the high grade vegetable; improving the consumers’consumption consciousness; reinforcing the strength of consumers’ association.(6) The main conclusions of the paper are summed up in ChapterⅦ. It makes clear the general rule and particularity that the high quality vegetable industry develops, concentratly sets forth the structure, behaviour, performance and the main problems in the field of producing, selling and consuming of Chinese high quality vegetable industry, further cards the relation between problems and countermeasures, and discusses the problems needing to study further.更多还原