Study On Rice Marketing Model Of Chahayang Farm In Heilongjiang Province Agricultural Reclamation

Agricultural marketing issues have been widespread concerned with the policy put forward,such as the “13th Five-Year Plan” on the agricultural standardization and informatization,policy on construction of agricultural products circulation market,policy on the innovation of the circulation of agricultural products and so on.At present,China's soybean mainly by imports.The import of rice and maize is also on the rise.While,rice is the main food crops for people and about two-thirds of the people are rice-based food,It can be said that rice and people's lives are closely related.Therefore,solving the problem of rice marketing is imminent.Heilongjiang Province is the main producing areas of rice,and Chahayang farm is mainly planted rice which is excellent because of the good agricultural ecological environment and a perfect water conservancy facilities.Chahagyang farm shoulders the responsibility of rice marketing as the state-owned farms of Heilongjiang Agricultural Reclamation Bureau.In recent years,the planting area and yield of rice in Chahayang farm showed an increasing trend.Facing the increasing production of rice,the farm have to pay attention to rice marketing.Recently,Chahayang farm is taking the marketing model which is led by rice processing enterprises.Although the farm can reduce the operating costs,the rice processing enterprises have a little marketing channels,and the sales capacity is weak.Therefore,this paper attempts to analyze the existing data,with the help of game analysis to build a suitable ice marketing model for Chahayang farm.in order to achieve the win-win situation among the farm,farm workers and rice processing enterprises.In this paper,the subject of research is Chahayang Farm and the core of the research is rice of Chahayang farm.First of all,this paper defines the concepts of rice marketing and rice marketing model.Basing on the theory of competitive advantage,industrial chain theory and brand value theory,we describe and analyze the present situation of production,marketing model,brand building and economic benefit of rice in Chahayang farm.Then we found that there is a lack of market competitiveness of rice brands,rice brand credibility is low,the industry chain is not close,the farm failed to obtain the potential great benefits and other issues in the process of rice marketing.Secondly,this paper analyzed workers in the farm and Chahayang Farm;the farm and the enterprises;the enterprises and consumers.Thirdly,combining the status and the results of game analysis,the paper evaluate and choose the rice marketing model which suits for Chaharyang Farm.Finally,this paper has raised the recommendations from four aspects which benefit for the effect of rice marketing of Chahayang Farm.The farm should achieve the whole industry chain standardization,complete brand integration and management,select a suitable sales team which has marketing ability and has a reasonable distribution of benefits.