The Empirical Research Of Value Creation In China Vegetable Seed Industry Chain Base On The View Of Industrial Chain

In recent years, economic benefits changed for the better with the increased value of vegetable production, more and more farmers has made growing vegetables as an important enrichment opportunity, and then the output value of vegetable production after the food crops, ranking second. Vegetable seeds are the most basic and important inputs of vegetable production, the importance is self-evident, especially with the people's living standards improved, more and more human concerned about the quality of vegetable products, it requires not only look good, taste good, also called natural, non-polluting, high nutritional value and so on. This put forward higher requirements for vegetable seed business indirectly.In addition, the vegetable seed companies face increasingly intense competitive environment, not only the large number of domestic vegetable seed companies,but also foreign brands look to further increase of huge profits and market prospects of China's vegetable seed market, with the policy and technology advantages, have to seize the Chinese market, which is a higher challenge to the development of the domestic vegetable seed industry.This article make the industry chain, industry value chain, value creation chain of vegetable seed industry, farmers purchase behavior and customer value species as the theoretical basis,and then Value consisting research model of vegetable seed was constructed. It analyses the composition and importance of the value elements of tomato seeds at home and abroad according to the data of over 364 rape of domestic tomato varieties growers in major rape-producing areas,Shandong, Xinqiang, Guizhou, Hubei province and over 80 rape of foreign tomato varieties growers in Shandong province,and then forming the value elements composition model of tomato seed. We make this model as a basis to build the the evaluation index system of value creation about the domestic tomato seed industry value creation. Through the design of the questionnaire,we survey breeding link,production and development link,wholesalers and retailers and then the data were processed. We conclude the contribution rate of each seeds element to total value of tomato seeds, each link to each seeds elemen and each link to total value of tomato seeds. Through research, we draw the following conclusions:1. The value of the domestic tomato seeds mainly make up of 'internal core value", "internal general value", "brand',"advertising', "appearance' and "service elements". And the value of the foreign tomato seeds consists of core value, significant value, general values, appearance, brand and services. Domestic tomato growers take the seed price, fruit taste, yield, fruit commodity rate, emergence rate and resistance as the important elements, but foreign tomato growers think the appearance of the fruit, storage property, commodity fruit rate, resistance and yield are important value elements.2. Breeding units, production processes, wholesalers and retailers think that the internal core value accounted for the total value of the domestic tomato seed rates were 29.43%, appearance were 17.65%, and internal general value, brand,advertising and service elements were 14.11%,13.99%,12.21%,12.61%.3. The main contribution to internal core value is breeding link and Production and Development links, whose contribution rate reached 56.42%,27.29%; The main contribution to internal general value is also breeding link and Production and Development links, the contribution rate reached 59.09%,29.79%; And then the main contribution to appearance is breeding link and Production and Development linkswhose contribution rate reached 42.36%,38.82%; And the contributions of each link to brand are consistent, that means the formation of a good brand and maintain, all sectors need to work together to build and maintain; The main contribution of Production and Development linkswholesalers and retailers to advertising and service are relatively average except breeding link.4. The contributions of each section to the total value of tomato seed:breeding link is 37.98%,29.85% of Production and Development linkswholesalers link is 18.39%, 13.78% for the retail link.We propose the following suggestions based on the above conclusions and combined with the specific situation of tomato seed industry chain:(1)Vegetable seed companies should increase investment in breeding link to improve resistance, commodity fruit rate and emergence rate, continue to cultivate high-yield, high quality varieties to meet the needs of farmers better. (2) Vegetable seed companies should grasp the difference and focus fully when farmers buy tomato seeds form home and abroad to find the gaps, and then foster vegetable varieties which of international competitiveness. (3)Vegetable seed companies should select the appropriate technical service approach combined with preferences and habits of farmers to solution the problems which is arising in the actual planting, to ensure the grow revenue of farmeis. (4) Vegetable seed companies should increase brand-building efforts, and then using correct and effective way to guide the farmers to establish brand awareness,meanwhile, ensure the interests of farmers with good variety, excellent quality and high quality services. (5) Government departments should guide the Vegetable Seed Industry construct a reasonable benefits distribution system to break the traditional pattern effectively. (6) Government departments should guide the Vegetable Seed Industry put enough money and power to breeding and production link which are in a weak position compared to the foreign tomato seeds industry,and creating a good environment for competition,so as to enhance the value creation of the seed industry chain, and then promote vegetable seed industry chain for a health and long-term development.