油菜种子产业链价值创造的实证研究

发布时间：2018-03-27 20:45

本文选题：油菜种子　切入点：种子价值　出处：《华中农业大学》2010年硕士论文

【摘要】： 随着经济全球化和竞争的加剧,企业越来越关注如何创造并保持其竞争优势。实践证明,企业的竞争优势主要来源于各项活动以及各个环节中所表现出的比竞争对手更出色的能力。然而,产业链价值创造能力低下与价值分配不合理的问题却大大制约着我国种子产业竞争力的提高。为此,本文在对我国油菜种子价值要素及构成进行分析的基础上,通过构建种子产业链价值创造的指标体系并展开具体评价,测量产业链各行为主体的价值贡献,为种子企业有效提高价值创造能力和核心竞争力、种子行业合理构建产业链标准利益分配体系提供参考。本文以产业链与价值链的相关理论、种子产业链价值创造、农户行为理论以及顾客价值理论等为依据,提出了探测种子行业种子价值构成要素的指导思想和步骤方法；以湖北省油菜主产区的286个油菜种植户资料为依据,对油菜种子价值要素及价值构成进行了实证分析,得出了种子总价值的具体构成要素。在此基础上,构建油菜种子价值创造评价指标体系并以此为依据设计调查问卷,基于对研发单位、生产与开发企业、代理商以及零售商的调查资料的分析,得出各种子要素对种子总价值的贡献率、产业链上各环节对种子各要素的贡献率以及各环节对种子总价值的贡献率。通过研究,得出以下主要结论： (1)油菜种子价值构成要素主要包括“内在核心价值”、“内在一般价值”、“品牌”“种子外观”、“广告促销”、“技术服务”六大类,其中产量要素对农户购买决策的影响最大,其后依次是抗性、生育期、品牌等。对不直接影响其收成和收入的因素如出油率、种子外观、促销、广告、包装、购种方便等看重程度相对有低一些。 (2)研发单位、厂商、代理商、零售商一致认为内在核心价值、内在一般价值、外观形象、品牌、广告促销、服务这六大种子要素对种子总价值的贡献比例分别是为35.17%,18.13%,9.76%,14.23%,8.80%,13.91%。因此其重要性依次为内在核心价值、内在一般价值、品牌、服务、外观形象、广告促销。 (3)对于内在核心价值的贡献主要是研发与生产开发环节,贡献率约为50.42%和31.00%。对于内在一般价值的贡献主要是研发与生产开发环节,贡献率约为43.08%和40.92%。对外观形象的贡献主要是生产开发环节,贡献率约为51.10%。各环节对品牌要素的贡献度相差不大,即各环节对品牌的构建都比较重要,代理商环节稍微突出,约为31.97%。对广告促销、服务方面,生产与开发,代理商环节和零售商环节都有起到重要的作用,研发环节贡献较小。 (4)研发环节、生产与开发环节、代理商环节和零售商环节在油菜种子产业链上的价值创造的贡献度为：研发环节为33.70%,生产与开发环节33.85%,代理商环节17.63%,零售商环节为14.82%。依据这些结论,本文结合油菜种子产业链的具体情况,给相关种子企业提出了以下几点建议：(1)加大研发力度,优化种子质量、发芽率、抗性、出油率等产品性能,提高农民切实关注的要素质量。(2)重视服务,尽快建立农技服务网络,及时解决农户种植过程中出现的问题,使种子的潜在优势转化为现实生产力。(3)对农户进行种植技能培训,倡导科学种田,保证种植效益,体现良种的竞争力与科技力。(4)制定完善的品牌策略,树立独特的品牌形象。(5)构建合理的利益分配机制,激励各环节创造激情。
[Abstract]:With the increase of economic globalization and competition , enterprises are paying more and more attention to how to create and maintain their competitive advantage .

Based on the theory of industry chain and value chain , the value creation of seed industry chain , the theory of farmer ' s behavior and the theory of customer value , this paper puts forward the guiding ideology and the step method for detecting the seed value of seed industry .
Based on the data of 286 rape planting families in the rape home area of Hubei province , the paper analyzes the value factors and the value of rape seed , and obtains the specific constituent elements of the seed value . Based on the analysis of the research data of R & D units , production and development enterprises , agents and retailers , the contribution rate of various sub - elements to the total value of seed , the contribution rate of each link on the seed elements and the contribution rate of each link to the total value of the seeds are obtained .

Through the study , the following main conclusions are drawn :

( 1 ) The composition factors of seed value of rape include " intrinsic core value " , " intrinsic general value " , " brand " " seed appearance " , " advertising promotion " and " technical service " .

( 2 ) The research and development unit , the manufacturer , the agent and the retailer agree that the contribution ratio of the six seed elements in the core value , the intrinsic general value , the appearance image , the brand , the advertisement promotion and the service to the total value of the seed is 35.17 % , 18.13 % , 9.76 % , 14.23 % , 8.80 % and 13.91 % , respectively .

( 3 ) The contribution of the inner core value is mainly R & D and production development , the contribution rate is about 50.42 % and 31.00 % . The contribution to the intrinsic general value is mainly R & D and production development , the contribution rate is about 43.08 % and 40.92 % . The contribution of each link to the brand element is not big , that is , all the links are important to the brand construction , the agent link is slightly prominent , about 31.97 % .

( 4 ) The contribution of R & D links , production and development links , agent links and retailer links in the seed industry chain of rape is 33.70 % , 33.85 % for production and development , 17.63 % for agent and 14.82 % for retailers .

According to these conclusions , this paper puts forward the following suggestions to the relevant seed enterprises in combination with the specific conditions of rape seed industry chain : ( 1 ) increasing research and development , optimizing the quality of seeds , germinating rate , resistance , oil yield , etc .

【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F224;F326.12

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