The Research On Competitiveness Evaluation And Marketing Strategies Of Xinjiang Agricultural Products

Agriculture, the primary industry, which plays an important role in the economicand social life of a country or a region, is the foundation of the national economy.Therefore, the trade of agricultural products becomes an important part of foreigntrade in most countries and regions, and it ultimately determines the overallcompetitiveness of a country or a region. With China’s entering WTO, the domesticand international environment has undergone profound changes. For a big agriculturalcountry like China, it faces not only challenges but also opportunities. Xinjiang,which is located in Northwest China, is a big agricultural region with various productsbut not a strong one. In this environment, it is of great significance for Xinjiang toexplore how to give full play to its comparative and competitive advantages inagricultural products in order that the rural incomes can be raised and the problemsfacing agriculture, rural areas and farmers solved.The body of this article is divided into two major parts, the theory part and thepractical one. The theory part mainly introduces the research background andsignificance, defines the agricultural products and concepts about competitiveness,and discusses different basic theories concerning competitiveness includingComparative Advantage Theory, Competition Advantage Theory and Mac. Porter’sCompetitive Theory, which provides scientific basis for the practical part. In thepractical part, the evaluation index system of agriculture products competition is builtfirstly according to the present production condition of agriculture products inXinjiang in production competitiveness, market competitiveness, technologicalcompetitiveness and marketing competence, and the competitiveness of agriculturalproducts in Xinjiang are studied by quantitative analysis. Secondly, thecompetitiveness of agricultural products in Xinjiang is compared with those of otheragricultural provinces in China and the comprehensive competitiveness ranking of theagricultural products in Xinjiang is produced. Then, the related factors which affectthe competitiveness of agricultural products in Xinjiang are studied and analyzed withthe help of the evaluation index system. Finally, the pointed and effective marketing measures are offered to promote the competitiveness of agricultural products inXinjiang based on the analysis of the evaluation results and factors.This article has double meaning of theory and practice in the study of thecompetitiveness of agricultural products. On the one hand, the evaluation indexsystem of the competitiveness of agriculture products in Xinjiang is established aswell as the connotation of the competitiveness of agricultural products is studied, andthe related factors are analyzed with the help of the system, which enriches andcompletes theoretical research on the competitiveness of agriculture products. On theother hand, on the basis of the evaluation index system of the competitiveness ofagriculture products in Xinjiang, the competitiveness of agriculture products inXinjiang is evaluated synthetically through the factor analysis, which provides atheoretical basis for the rational layout of agricultural industrial area, an objectivebasis for the macroeconomic policies from government, a direction for theagricultural products processing enterprises and farmers to produce and operatetoward the domestic market, and international market.