Study On Hunan's High-quality Rice Industrial Chain

China is the biggest country of rice production and consumption in the world, and its rice output accounts for about 30% of the world. In recent years, rice has become one of the most important staple foods with international competitiveness along with the improving of rice processing level and upgrading of rice quality in China. Hunan province is the largest province of rice production in China. The further development of Hunan high-quality rice industry chain is faced with both opportunities and challenges. On one hand, with the growth of people's income, the high-quality rice consumption increases rapidly. The increases exhibit both on the quantity and the quality. On the other hand, high-quality rice products of Hunan will meet the competition not only on the domestic market, but also on the international export. The improvement of the rice quality relates to many aspects, such as rice production, processing, storage, sale, consumption, etc. Enhancing competitive power of rice needs the cooperating efforts of the whole rice industrial chain, not only the efforts of individual enterprise.Based on the pertinent literatures, consultation of experts and investigations, the thesis systematically studied Hunan high-quality rice industrial chain, including production, processing, storage, sale and consumption. The thesis analyses on the will and the factors of Hunan farmers using new technology of high-quality rice ,the management of high-quality rice processing chain and consumption habits of urban residents in high-quality rice. The thesis also takes the Jin Jian Rice Inc. and Tian Long Rice Inc. in Hunan as a case to analyze. We know the inherent law of the high-quality rice industry chain, and put forward strategies for its development, which provided reference to government, related investors and operators, as well as other researchers who can know high-quality rice industry chain properly and promote its development, improving international competitiveness of the high-quality of rice and ensuring national grain security.The main points are as follows:(1) High-quality rice is a comprehensive concept, which includes appearance quality, processing quality, cooking and eating quality, nutritional quality, health and safety quality. High-quality rice chain includes rice breeding, production, supply, processing, storage and marketing functional links, which correspond to different functional parts. Each functional part links and competes with each other through information flow, logistics and financial resources. (2) Formation of high-quality rice quality is a system project, so we should do pre-production job including the cultivation and promotion of high-quality rice varieties, the mid -production job such as technical guidance and the pro-production job include processing, conversion and marketing. All these work must be interlocked. After China entered to the WTO, the rice price advantage in the international market is faced with challenges of safety standards. We must produce by ISO standard, and set favorable standards in order to make more rice products into the international market. Only in this way can we constantly improve the quality of rice products, enhance international competitiveness and meet people's growing needs for rice products on the green, pollution-free, organic, security and promote the development of China's rice industry.(3) Rice production and consumption occupies an important position in the world, but its production is mainly in Asia, and Asians is highly dependent on rice, which makes rice trade show the characteristics of small market, monopoly and instability in the world. The world rice sales and trade competition has become increasingly fierce. The rice production of China rank first with about 29% in the world, while only about 4% for trade. The opening of the market in Japan and South Korea and the cuts on rice production and export in The United States and EU is conducive to the expansion of China's rice exports, but it faces the competition pressure from Thailand, Vietnam and United States.(4) The development of high-quality rice industrial chain in Hunan has many advantages, such as production conditions, industrial development, quality improvement, fast development, "orders" of initial scale, increasing enterprises driven and brand effect. Meanwhile, there are many problems, such as updating varieties, low benefit, imperfect standardization of high-quality rice production system, imperfect interest linkage mechanism of processing enterprises and farmers, low processing and conversion rates, etc.(5) Hunan is the main producing and consumption areas for indicia rice. Through analysising on the regional comparative advantages, cost advantages, quality advantages, brand and technology advantages, we found that the rice production in Hunan has strong regional comparative advantage, quality advantage and brand advatage.The technology advantage is not obvious, and there are no cost advantage.(6) Raising the planting efficiency of high-quality rice, which is the key issue whether farmers are willing to adopt the new technology of high-quality rice or not, which is also embodiment of rational decision-making for farmers. Through empirical analysis on farmers who using high-quality rice technology, we found that major influencing factors depend on the number of labor aged 20-50 in farm family, the number of family education in junior high school and above, the members of the technical expertise or having vocational training.(7) Taking an analysis on management of information chain, organization chain, value chain, logistics chain in processing industry chain of high-quality rice. In information chain management level, the processing enterprises pay more attention to information communication technology (ICT), but the information flow is not fluent and the information sharing is inadequate. In organizational chain management level, the processing enterprises and farmers are mainly linked by market, which make them lack effective cooperation, and the processing enterprises can not get the insurance of the stable supply and high-quality of the high-quality rice. In the value chain management levels, value innovation of processing industry chain in Hunan is mainly assumed by farmers, processors, salesmen, which lead to low efficiency and limited results of value innovation of industry chain. In logistics chain management level, the cost of transportation and warehousing is the main logistics costs of processing enterprises, and reducing inventory and improving logistics industry chain is the key to cut costs. In the food safety level, the processing enterprises mainly use the quality of reporting, internal authentication, external authentication to ensure food safety and quality. However, the majority of enterprises are using their own internal quality control procedures rather than external certification to test rice, which is a big flaw of quality management for high-quality rice processing industry chain in Hunan Province and even in china.The operational efficiency and organizational efficiency of deep-processing enterprises in Hunan are higher than that of initial-processing enterprises.But the organizational efficiency of deep-processing enterprise and initial-processing enterprise are low.(8) People's choice of high-quality rice is strengthening and changing from single price option to a number of options including safety, nutrition, quality, variety, appearance, flavor, price, package, place of production and service and so on. There is a growing trend towards demand for high-quality rice in Hunan. The main factors which influence willingness to pay for high-quality rice for urban residents is family per capita income. According to utility maximization theory, as the income level increases, people's demand will improve on difference in quality, flower xolor,varieties and so on. The consumer's income level and preferences will be a decisive factor under current oversupply rice market situation. It requests the government ensuring that high-quality and high price is equal, which will promote sustainable development of high-quality rice industry chain.(9) Comparing the high quality rice industry organizations model of Jin Jian and Tian Long, which show that the mainly implementation way is equity investment and lease investment. Leading enterprises-inspired and intermediary organizations-inspired occupy the leading position in organization form. The high-quality rice enterprises must select the appropriate development model in order to obtain higher operating performance, owing to the difference of organizations forming conditions, market development and regional economic development in different region.(10) Sharing the risk and profit is the basic principle for high-quality rice industry chain organization. Leading enterprises of high-quality rice in Hunan ensured the stability of the prices of rice and the interests of the farmers association, because of forming a basic interests of the Community, building a modest scale of high-quality rice production base and realizing high-quality products at favorable prices.