The Research On Development Of Blueberry Industry In China

The blueberry was cultivated in the United States of America at the beginning of the 20th century. And then the blueberry industry developed so quickly through the efforts of various countries and organizations. In 1981, blueberry began to be cultivated in China. Great progress was made in terms of breeding, cultivating and processing of blueberry. To be exact, the production scale is enlarged, more varieties are cultivated, demand for blueberry increases much more. Thus, the blueberry industry develops very quickly. But there are also some issues of the blueberry industry development, which includes the slowness of production technology advance, the inappropriateness of the industry layout, the limit of the enterprise behavior, the irrational consumption and unfavorable policy environment. The keys to the above-mentioned issues lie in the guidance of the modern industry development theory. It is significant theoretically and in practice to do research on how to break the bottleneck of the blueberry industry development in a new perspective.Based on the advanced industry development theories, this dissertation generalizes the status quo of the blueberry industry development, surveys the enterprises, bases and consumers, analyzes the production, processing, circulation and consumption of the blueberry industry chain, discovers the influencing factors on the industry escalation and puts forward the countermeasures for blueberry industry development.This dissertation consists eight chapters. The followings are the main contents and conclusions.The first part includes Chapter One and Two, which is the introduction and theories. It states the reason for and background of selecting the topic, describes the purpose, methodology and technical route, puts forward the main research contents and framework of this dissertation. On the basis of literature review, this dissertation elaborates the theories systematically.Chapter three defines the concepts of the blueberry industry, analyzes the status quo of blueberry industry development at both home and abroad. A lot of experiences can be learned from such countries as Chile, Argentina and Japan etc. At the stage of introduction, there is much more market potentiality and independent enterprises. At the stage of growth, the competition between enterprises is fierce, specialized production and apparent industry characteristics pop up. In view of correlation theory, this dissertation constructs a dynamic model for blueberry industry development. On the basis of this model, the influencing factors are analyzed and conclusions are made.Chapter four focuses on the cultivation of blueberry. In terms of cultivation region, there are wild region and cultivated region. Due to geographic conditions and development situation, this dissertation classified cultivated region as Jilin-heilongjiang region, East Liaoning Peninsular, Shandong Peninsular and Yangtze Delta and Yunnan-guizhou Plateau. Different regions are planned with different blueberry sidling. The technology plays an important role in blueberry production, which determines the development of blueberry industry. Based on the technology utilization, this dissertation discovers the issues existed in blueberry cultivation. On the basis of survey, this chapter investigates the basic conditions, strategy and marketing of the enterprises, which is the subject body of the blueberry cultivation. It shows that most enterprises are good and competitive, lacks the deep management and marketing planning. Modern marketing theory are needed to guide these enterprises.Chapter five emphasizes the blueberry processing. The blueberry processing prolongs the industry chain, enhance the added-value of products. The quality is inferior in general. Regulation and rules are out of order. In terms of processing enterprises, although with the demand from home and foreign consumers, they are in small scale, of low level technology and not aware of branding. Finally, issues and countermeasures for blueberry processing are put forward.Chapter six elaborates on the demand of and supply for blueberry and consumer behavior. The demand is much more than the supply in foreign markets. The supply at home increases dramatically. Some variety of the processing products phase out. The price for fresh blueberry decreases a little. The processing products for high-end consumers emerge. According to Consumer Behavior Theory, with the survey of the consumers in large and medium cities suggests that the low cognition for blueberry products, low family income, care for branding, media advertisements and products features have effects on demand. Products differentiation, Research and Development on technology and promoting the industrialization are suggested.Chapter seven stresses the policy for blueberry industry in China. Firstly, blueberry industry policy is conceptualized. It is suitable to analyze it in narrow sense. At present there a few policies associated with blueberry industry, which relates to production more. To be exact, the principal of the policy is single, the objects of the policy are too many, the contents of the policy are enlarging, the functions of the government are much more than before. The government should guide, control and coordinate the entities of blueberry industry. The principal of the policy should be more. National support is needed. Resources protection, technology innovation and labor division should be accentuated. For government, it performs the functions of developing markets, improving personnel planning and performing better etc.Chapter eight is conclusion, which is a summary of this dissertation. From the perspective of research, the existing literature focuses on technology, blueberry cultivation region distribution and advantages of industry development. This dissertation is done on the supply chain, which makes new contributions to the blueberry industry development. In terms of research contents, the economic research is few. This dissertation makes emphasis on the blueberry industry development, analyzes phases of industry development, takes systematic survey on production, cultivation, processing, demand and supply and policy. Econometric analyses on enterprises and consumers are main innovation. The conclusion and results benefit enterprises, government and industry development.