Study On The Influencing Factors And Countermeasures Of High-Quality Wolfberry Industry Development In Ningxia Hui Autonomous Region

With the improvement of living standards and growing awareness of healthcare protection, the market demands of healthcare products are steadily increasing. Wolfberry, as the famous Chinese traditional medicine and economic plants, its nutritive value and medicinal value are both well-recognized and accepted by consumers, especially Ningxia Wolfberry has a great reputation in our country and around the world. During decades of rapid development, the plantation scale of Ningxia Wolfberry is continuously extended, its processing technology is more and more mature, and its development speed of industrialization is more and more rapidly. However, the issues of high production cost, rough primary processing, multifarious brand, lack-of-standardization market orders are increasingly prominent. How to make the traditional industry bigger and stronger? How to make the industry become an ecological industry? How to improve the competitive forces of Ningxia wolfberry in both domestic and international markets? The answers of these questions are vital for the development of Ningxia wolfberry.Based on the viewpoint of industrial chain, the paper firstly analyzed the status and existing issues of industrial sectors, such as plantation sector, processing sector, marketing sector, socialized service sector etc, whichwere based on the review of development history of Ningxia wolfberry. And then, diamond model was applied to analyzethe current situation of the production factors, demand conditions, supporting industries and industrial strategy, structure and competition, facing the Ningxia wolfberry industry, and we found that ecological development is the best solution for Ningxia wolfberry’s long-term survival. Secondly, from the perspective of wolfberry consumers, Binary Logistic Model and Multiple Logistic Model were jointly applied to explore the purchase willingnessand affectingfactors of consumers on wolfberry and high-quality wolfberry in Ningxia. And then, the paper demonstrated the feasibility ofhigh-quality Ningxia wolfberry industrydevelopment from the respect of marketing demand. Thirdly, based on the Theory of Planned Behavior, Descriptive Statistical Analysis Method, Factor Analysis Method, Binary Logistic Model, The Multiple Regression Model were jointly applied to analyze production behaviors of farmers on high-quality wolfberry and factor affecting on technology choice behaviors. And then, the paper demonstrated the feasibility of high-quality Ningxia wolfberry industry development from the respect of marketing supply. Fourthly, a designing scheme of the ecologicalization of Ningxia wolfberry was put forward, which included the enhancement of production preparation process, the selection of plantation site, the choice of variety, the detection and improvement of soil, the formation of wolfberry’s production and management, the design requirements and product concept position, etc. And the ecological effects, economic effects and social effects of ecological design had been evaluated in this paper. Furthermore, supporting measures and suggestions for developing Ningxia high-quality wolfberry industry were put forward in the end.The main conclusions of the study include:1) From the result of consumers’ analysis, the factors of age, educational level, Family population, monthly consumption leveland brand transformationcost will affectthe willingness to purchase of Ningxia wolfberry products consumers. Meanwhile, ensuring the good quality of wolfberry products, strengthening the publicity intense, enhancing the income level of consumers and making proper marketing strategiescan motivate the industry development of high-quality wolfberry.2) Based on the analysis which from the perspective of producers, professional organization, inherent earnings and governmental planning will actively encourage the production behaviors of wolfberry farmers. And production scale, educational level and production benefits have great impacts on the technology choice willingness of high-quality wolfberry production.3) It could be concluded from the evaluation of wolfberry ecologicalization that the wolfberry products would have more ecological effects, economic effects and social effects by its ecologicalization design.Three kinds of effects are generated simultaneously and integrated perfectly which will promote the competitiveness of Ningxia wolfberry industry.4) Several concrete suggestions are put forward in the end which is mainly concentrate on government level and enterprises level. From the respect of government level, firstly, the government should give full play to the management functions and standard the construction system of supporting policies. Secondly, the support of government’s industrial policy should be increased; the wolfberry industry development model should be innovated.Thirdly, government supervision and management functions should be strengthen; the standardized system of product standards should be established. Fourthly, the high-tech personnel training should be encouraged; the cultural construction of ecological industry should be paid attention. And from the respect of enterprise level, firstly, the quality management of wolfberry product should be strengthened; the wolfberry processing industry chain should be optimizated. Secondly, the publicity efforts of the high-quality wolfberry should be improved; the enterprise brand-building of Ningxia wolfberry should be increased. Thirdly, the marketing strategy of wolfberry productsshould be strengthened; the domestic and foreign markets of wolfberry productsshould be expanded. Fourthly, the logistics channels of wolfberry industry should be built; a sound electronic commerce service system should be established. Fifthly, the social responsibility of wolfberry enterprise should be strengthened; the ecological and environmental benefits should be maintained.