(1) Emancipate the mind, update ideas and enhance the awareness of the big market.
It is necessary to deeply understand the relationship between market development and agricultural industrialization, fully understand the important position and role of market development in the development of agricultural industrialization, and enhance the concept of big market. To organize agricultural production according to market needs, we must understand the basic laws of market operation, such as the laws of supply and demand, competition, law and macro-control. , and strengthen the following awareness:
1. Competitive consciousness. Market economy is a competitive economy, the survival of the fittest. Marx once pointed out that for commodity producers, they do not recognize any other authority, but only the authority of competition. The competitiveness of commodities in the market depends on high quality, low price and applicability. That is, the quality of goods is higher than the average quality of similar goods, the price of goods is relatively favorable and reasonable, and the applicability of goods is better than that of similar goods, which is well received by consumers. Of course, marketing strategies and advertisements also play an important role in increasing market share. If commodity producers want to be in an invincible position in the competition, they must master a lot of information such as product supply and demand, price level and changing trend, and constantly analyze them, understand the introduction and development trend of new products, new processes and new technologies of similar manufacturers, know ourselves and know ourselves, grasp the development trend, be good at decision-making and be good at competition.
2. Risk awareness. There must be some risks in commodity production that participates in market competition. Generally speaking, products with higher profit margins are more risky. It is also very important for agricultural industrialization to establish risk awareness, dare to face risks and learn to resolve risks. Only by establishing risk awareness can we dare to enter the market, be good at seizing opportunities and become winners in the competition. On the other hand, the lack of risk awareness will make people shrink back, hesitate and lose development opportunities in the face of fierce market competition.
3. Innovative consciousness. The development and innovation of products determine the initiative of market competition. No commodity in the market is eternal. Only by constantly innovating and developing new products and good products can we have strong vitality. Agricultural production cycle is long, product adjustment is difficult, and what is more important is to continuously develop and produce high-quality and distinctive new products.
4. Quality awareness. Quality is consumers' first choice for goods, which is related to the life of leading enterprises. In the case that the supply and demand of agricultural products are basically balanced or even exceeds demand, only high-quality products can sell quickly, with high prices and good benefits. This requires that, on the one hand, we should base ourselves on local advantages and resources, face domestic and foreign markets, and develop distinctive brand-name high-quality products; On the other hand, we will actively introduce famous and special new varieties from other provinces and abroad to meet the increasingly high requirements of the market for varieties and quality.
5. Marketing awareness. Only when the products are sold can we realize our own value. Market agriculture requires every producer to strengthen sales awareness and pay equal attention to production and product sales. When the supply of products is in short supply, we should seize the opportunity, expand production, seize the market and win by "fast"; When the supply and demand of products are balanced, we should give full play to our advantages, maintain our characteristics, consolidate the market, and win with "Excellence"; When the supply of products exceeds demand and the competition is fierce, we should adapt to the market changes, make a positive response at any time, take advantage of the time difference, seasonal difference and location difference, strengthen marketing, seize the market, and achieve "no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me new", win with "new" and goods flow smoothly.
(2) Gradually establish and improve the market system closely related to agricultural industrialization.
We should fully understand the significance of market system construction to market development, closely focus on the needs of agricultural industrialization development, adhere to the guiding principles of unified planning, rational layout, highlighting key points, diversified investment, improving functions, strengthening management and standardizing operation, and gradually establish and improve various types and different levels of market system construction with emphasis on factor market, commodity wholesale market and means of production market.
1. Strengthening the construction of market system is one of the important ways to open up the market. The market is wide and narrow. In a narrow sense, the market refers to a tangible market, that is, a place to exchange goods; The market in a broad sense includes tangible market and intangible market. The so-called intangible market means that there is no fixed trading place, and it relies on advertisements, middlemen, microcomputers, televisions, telephones and other trading forms to find sources of goods or buyers, communicate buyers and sellers, and promote transactions. Some technology markets and real estate markets are intangible markets. A perfect market system is an important symbol of a developed market economy. Strengthening the construction of market system is one of the important ways to develop agricultural industrialization, open up markets and expand sales channels. Only by establishing and perfecting various market systems and developing agricultural industrialization can we gather various factors of production, obtain various means of production and sell our own products. It can be said that without market system construction, there will be no market economy, no agricultural industrialization, and opening up the market will become an empty talk.
2. The market system construction should be planned and arranged as a whole. To establish and improve the market system around the needs of agricultural industrialization development, we must adhere to the principle of overall planning and rational distribution. First, build the market according to the principles of origin, land sale and distribution center. We must not violate the laws governing the development of the market economy and blindly build the market by administrative orders. The second is to break the boundaries of regional blockade, departmental division and administrative division, and coordinate market construction according to economic region, product flow direction and radiation range to make the layout reasonable. Prevent blind redundant construction. Third, in the construction of the market system, we should adjust measures to local conditions and give classified guidance. Product sales market, factor market and means of production market should be coordinated with each other, comprehensive market, professional market, wholesale market and retail market should be matched, and large, medium and small markets should be combined with high, medium and low-grade markets.
3. Focus on key points and support development. At present, China is still in the transitional period between the old and new systems, and the reforms in all aspects are not matched. Although great progress has been made in the construction of market system, it is unbalanced and cannot meet the needs of agricultural industrialization. Among all kinds of markets, the commodity market is developing rapidly, while the factor market is obviously lagging behind. In the commodity market, the wholesale market of agricultural and sideline products is underdeveloped, and the market of means of production is relatively backward. Therefore, the task of market system construction is very arduous. It is necessary to highlight key points and speed up the supporting construction of the market system.
First of all, we should focus on the development and construction of capital market, technology market and information market, and gradually establish and improve factor markets including labor market, technology market, information market and real estate market to meet the needs of agricultural industrialization development for various production factors.
Secondly, we should focus on the construction of specialized wholesale markets for agricultural products and their processed products, and continue to strengthen the construction of agricultural industrialized commodity sales markets. It is necessary to establish and improve various professional wholesale markets or comprehensive markets with complete infrastructure, perfect market functions and standardized management in agricultural products producing areas, concentrated producing areas, distribution centers and centralized processing areas. Through good infrastructure, preferential policies, high-quality service, standardized management and trading order, attract more customers and expand sales scope.
Third, focus on the market construction of production materials needed in production and processing, and establish and improve the production materials markets needed in various production and operation links of agricultural industrialization, such as fertilizers, agricultural films, pesticides, agricultural machinery, processing machinery and equipment, maintenance, accessories, warehousing, packaging and transportation, agricultural products production bases, processing communities, circulation enterprises, etc., to meet the needs of agricultural industrialization development.
In addition, chain stores, auction markets, warehousing markets and futures markets, which mainly focus on agricultural products and processed products, have many advantages in developed countries such as the United States in recent years, and they can also be tried out where conditions permit.
4. Diversified investment and accelerated construction. In the construction of the market system, we should adhere to the principle of multiple inputs, and the state, collectives, enterprises and individuals should work together to ensure the demand for market construction funds. Practice has proved that this is the latest choice to speed up the construction of the market system. For example, in Baoding City, Hebei Province, in recent years, the government has given a little support, the collective has given a little, the business units and individuals that have entered the market have given a little, the industrial and commercial departments have given a little help, and the banks have given a little loan. Through various means, more than 654.38+0.2 billion yuan of market construction funds were raised, making the city's farmers' markets grow to more than 750. Among them, the annual turnover of 33 markets, such as Anguo Oriental Medicine City, Liuli fur city in Lixian County, Gongnong Road Vegetable Wholesale Market in Baoding, Xicheng Vegetable Wholesale Market in Dingzhou and Zhuozhou Agricultural Products Market, exceeds 1 100 million yuan. From 65438 to 0996, the turnover of the city's farmers' market reached 2 billion yuan, which effectively promoted and promoted the development of agricultural industrialization in the city. Among them, the anguo city Municipal Government invested in land acquisition, responsible for planning and design, settled merchants determined the store location through bidding, paid the construction funds, and the municipal government sent the market construction office to make unified arrangements for construction. It only took nearly 1 year to build Anguo Oriental Medicine City, the largest wholesale market of Chinese herbal medicines in China. Dongfang Yaocheng covers an area of 3,000 mu with a total investment of 600 million yuan. It has more than 0/000 commercial buildings and more than 8,000 stores, including 2,800 fixed stalls in the trading hall, with a daily turnover of 800 tons of Chinese herbal medicines and more than 2,000 listed varieties, with a daily passenger flow of more than 0/5000 people and an annual turnover of more than 3 billion yuan. Products are sold all over the country and Japan, South Korea, Australia and other 18 countries and regions. The construction of medicinal materials market has opened up a bigger market and promoted the development of medicinal materials industrialization: 1996, the planting area of medicinal materials in anguo city reached107,000 mu, and basically every farmer in the city planted and distributed medicinal materials. At the same time, it promoted the cultivation of Chinese herbal medicines in surrounding counties such as Boye, Dingzhou, Anping and Qingyuan. The construction of medicinal materials market also promoted the development of medicinal materials processing industry, packaging industry, transportation industry and catering service industry. At present, anguo city has built seven enterprises with a certain scale, such as Tianxiakang Factory, and the number of food and beverage service, medicine packaging and transportation stalls has grown to more than 1500, which truly forms the integration of planting, processing and sales of Chinese herbal medicines.
5. Strengthen management and standardize marketing. Market economy is different from highly centralized planned economy. Under the condition of planned economy, production, circulation, distribution and consumption are basically linked by planning instructions. In a market economy, it is linked by contracts between independent market entities. In order to ensure the fairness and observance of these contracts, it is necessary to have complete legal norms to guarantee them. In this sense, the market economy is a legal economy. The legal system of socialist market economy is divided according to the basic links of market economy development, including laws regulating the behavior of market subjects, laws maintaining the order of market economy, laws improving macro-control and laws on social security. Strengthening market management and establishing and perfecting market management laws and regulations are important components of the legal system of socialist market economy. We must regard the legal construction of market management as an important part of the legal construction of socialist market economy and pay special attention to it in the construction of market system. First, we must uphold and adhere to the principles of voluntariness, equality, fairness, honesty and credit, and abide by recognized business ethics in market transactions. Second, resolutely oppose unfair competition behaviors such as counterfeiting, false commodity identification, commercial bribery, false propaganda, infringement of trade secrets, improper sales with prizes, abuse of administrative power, restriction of competition, and compulsory trading by public enterprises, so as to ensure equal trading and fair competition. Third, we should protect the legitimate rights and interests of consumers, such as the right to safety, the right to know (consumers have the right to know the real situation of the goods they buy or use or the services they receive), the right to choose independently, the right to fair trade, the right to claim compensation, the right to supervise, the right to respect personal dignity and the right to national style and habits. The fourth is to strengthen market security management and severely crack down on bullying and selling. Fifth, strengthen market price management and strictly implement the national price policy. Sixth, strengthen the construction of spiritual civilization in the market and conduct business in a civilized way.
(C) the establishment of a modern market information network
Today's society has entered the information age, and the Internet has rapidly entered the economic field, which has a strong impact on the world economy. This is one of the top ten news of 1996 international economy. Western economists point out that information exchange is a multiplier of national economic growth: opening up the agricultural industrialization market is inseparable from all kinds of economic information and market information at home and abroad. Information is invalid, which is a big taboo for developing market economy. A piece of valuable information can lead to a big deal, even an industry. On the contrary, invalid or inaccurate information will lead to decision-making mistakes or industrial recession. There are countless examples of this: for example, in the case that the global VC production has greatly exceeded the demand capacity, some places in China are not allowed to make blind decisions because of poor information, and have invested heavily in building a number of large-scale VC production enterprises, such as the VC factory invested more than 2 billion yuan in Zhengzhou. It is almost impossible to recover the investment. Therefore, it is imperative to open up the agricultural industrialization market and establish a modern information network.
Actively participate in the Internet (1 Internet). The Internet originated in the late 1960s and took shape in the 1980s. It has developed into the largest computer network in the world. At first, it mainly served scientific research, education and government departments. In the 1990s, it began to provide services to the public. Various commercial, financial institutions and industrial departments have joined the network, creating many brand-new business methods and activities all over the world. With the establishment of "information superhighway", a brand-new "network economy" is emerging.
The biggest advantage of "network economy" is that operators are not limited by geographical location, business scale and other factors. As long as they are connected to the internet, everyone is equal. Any participant in the "network economy" is engaged in global operations. As long as people sit in front of the microcomputer for an hour or two, they can learn about the market surplus and shortage, price fluctuation and other information in the world, and then they can buy and sell through the information superhighway. Your online electronic advertisement will be seen by all races, and even a small handicraft may be seen and bought by online shoppers living in the streets of South Africa, Ireland or Venezuela. Online stores began to appear in the United States from 1994, and the most famous "online shopping center" was only 34 at first, and it grew to 20,000 by the end of 1996, and it is increasing at a rate of more than 100 every day. According to the survey, there are currently more than1110,000 users shopping online in the United States.
The wave of "information revolution" is impacting the whole world. By 1996, it is estimated that 120,000 computers in 86 countries and regions have been connected to the Internet, and the number of netizens has reached 60 million, which is growing at an alarming rate of 12% per month. According to the estimate of IBM, by the year 2000, 654.38 billion computers will be connected to the Internet, and the number of Internet users will reach 500 million. China's information engineering construction has also made new progress. A few years ago, most people didn't know what the Internet was, but today more than 654.38 million users have joined the Internet in China. For example, Li Hongru, a farmer from Luli Village, Huanglou Town, Qingzhou City, Shandong Province, is the leader of the national flower industry on the information superhighway. Nowadays, users all over the world who have joined the Internet can walk into Li Hongru's flower company and buy 180 kinds of flowers displayed by his company as long as they turn on their computers. Li Hongru can also know the latest information of the world flower market at the fastest speed through computers to guide production. Li Hongru's flower company, Shandong Wanhong Flower Co., Ltd., has now developed into a large-scale comprehensive flower enterprise with an area of 320 mu, fixed assets of 22 million yuan, and annual production and sales of flowers of 6.5438+0 million pots (plants). 1996 has a sales income of 9.5 million yuan, with customers all over the country and exported to some countries and regions. However, his company has no salesmen. He is good at using low-cost information channels to open up markets. 65438-0995 At the International Flower Fair held in Hong Kong, viewing pineapple was identified as the theme flower. Li Hongru immediately contacted several famous flower companies in the world through the Internet, and finally selected a Dutch company to introduce 3,000 pots of pineapples to the China market, which sold out quickly.
Forward-looking and enterprising agricultural industrialization departments and large and medium-sized leading enterprises should actively establish and improve information networks connected with relevant economic information centers and market information centers at home and abroad, and actively join the Internet when conditions permit. Using modern information means, we can timely and accurately understand the latest market information at home and abroad, make scientific market analysis and market forecast, and adjust our own industrial structure, product structure, production and management direction and development strategy on this basis to guide the healthy development of agricultural industrialization.
(four) the implementation of brand strategy, relying on famous new products to expand the market.
Now the competition between agricultural products and their processed products and food is actually the competition between quality and 1 brand. In recent years, domestic fruit prices have fallen, and the problem of selling is more prominent, especially apples. According to estimates, the fruit price of 1996 has decreased by 10%-30% compared with the previous year, and the worse the product quality, the harder it is to sell, while the real high-quality Fuji apples still maintain a high price level, and there is no worries about selling them. This fully illustrates the competitiveness of quality and brand.
With the development of economy and the gradual realization of the goal of well-off society, people's living standards have improved significantly, and the concept of food consumption is changing from "eating well" to "eating well", and the requirements for food quality are getting higher and higher. Adapt to the requirements of people's consumption concept change. In agricultural industrialization, it is another important strategic move to vigorously implement the famous brand strategy, occupy and expand the market and improve the market competitiveness based on high-quality famous products and pollution-free green food.
To build high-quality brand-name products, we must first start from the production base to ensure the quality of primary products and processing raw materials. It is necessary to actively introduce, popularize and cultivate excellent varieties of crops, fruits and vegetables, livestock and poultry at home and abroad, gradually eliminate those inferior varieties in the market, and optimize the structure of planting and aquaculture. For example, Qianxi chestnut, Shenzhou peach, Zhaozhou Sydney, Tanghai rice, Zanhuang jujube, Cangzhou Jinsixiaozao and Wang Du pepper, all localities should produce their own best-selling brand-name products for sale in the market.
To build high-quality brand-name products, we should start from the processing link and adopt advanced processing equipment, technology and technology at home and abroad to produce more brand-name high-quality products like Sanlu milk powder, Great Wall Dry White and Chengde Lulu.
To implement the famous brand strategy and create high-quality famous brand products, we must rely on first-class technology and management talents. While introducing talents and technology, agricultural industrialization organizations should pay special attention to cultivating a large number of technical talents. This is the fundamental policy to create famous brands and ensure high quality. Relying on first-class technology and management team and strict quality management, Shijiazhuang Sanlu Dairy Group has developed more than 20 new products. Four products won the gold medal in the Asia-Pacific International Expo, and 1 products won the special prize of the governor, creating national famous brand products and embarking on a famous brand road of "occupying the market with famous brands, promoting development with famous brands and seeking benefits with famous brands". From 65438 to 0996, the total output of Sanlu milk powder exceeded 20,000 tons, the sales income reached 460 million yuan, and the profits and taxes reached 32.2 million yuan. Products sell well in 26 provinces and cities across the country.
(5) Scale expansion is an important condition for opening up the market.
We should correctly understand and grasp the dialectical relationship between market development and industrial expansion, which is mutual cause and effect, mutual condition, mutual restriction and mutual promotion. As mentioned above, market development is of great significance to industrial expansion. Without the market, we can't blindly expand the industrial scale. This is only one aspect of the problem. On the other hand, the expansion of industrial scale is the basis and condition for opening up the market. Without a certain scale of production and operation, it is impossible to expand and occupy the market, and opening up the market has become an empty talk. It is often said that there is no market without scale, which is the reason. When the scale of production and operation is large, the popularity of the industry will be high, the ability to open up the market will be strong, and the sales scope will be large. When summing up the changes in chicken scale and egg sales methods, a large chicken farmer who has gradually developed from small to large has said such an intriguing sentence: "Ten kilograms of eggs are sold in the market, one hundred kilograms in the farmer's market, one thousand kilograms in the small vendor, and ten thousand kilograms in the professional wholesale market." There is also a cadre in a vegetable village who, combined with his own personal experience, summed up the experience of "selling ten acres of vegetables in ten miles, selling one hundred acres of vegetables in a hundred miles and selling ten thousand acres of vegetables in a thousand miles". These buzzwords vividly reveal the internal relationship between the scale of production and operation and the mode, means and scope of circulation. The production scale is small, the sales scope is bound to be small, and the sales method is bound to be primitive and backward. Due to the restriction of transaction cost, even if the price is higher in distant large and medium-sized cities, you can only take it to the nearby bazaars to sell, and it is impossible to occupy a bigger and farther market. Only large-scale, large-scale goods can occupy and expand the big markets at home and abroad. For example, Shouguang, Shandong and Yongnian, Hebei, both rely on large-scale vegetable production to occupy the big market, attracting a large number of vegetable operators and customers all over the country.
From the above analysis, we can see that even the best products are not competitive without scale advantage, and it is difficult to expand and occupy the market. Therefore, for products with market potential, as long as there are conditions, we should concentrate manpower, material resources and financial resources, do everything possible to expand the industrial scale, quickly form scale advantages, and occupy and expand the market with strong competitiveness.
(6) Intensify advertising.
It is a common and effective way to open up the market of agricultural industrialization, expand the popularity of agricultural industrialization and its products, and increase advertising. With a good agricultural industrialization project, how to let the financial departments, financial departments, foreign investors, state-owned industrial and commercial enterprises, collective economic organizations and individual and private enterprises who are keen on agricultural investment know how to attract them to joint ventures and cooperative development; With high-quality famous new products, how to let consumers know about this product and buy it. How about expanding the popularity of this product? Through project negotiation, press conference, investment promotion meeting and other activities, as well as radio, television, newspapers and other media, we should increase the publicity of agricultural industrialization projects and their products. Vigorously publicize development prospects, unique advantages, investment environment, preferential policies, product quality, etc. Agricultural industrialization projects, improve and expand the visibility of agricultural industrialization projects and their products, attract domestic and foreign investors to join the agricultural industrialization construction, accelerate the pace of agricultural industrialization development, and expand the product sales market and coverage.
(seven) governments at all levels and relevant departments have important responsibilities in the development of agricultural products market.
Many comrades believe that the implementation of market economy, the circulation of agricultural products and market development are farmers' own business and the business of agricultural products processing enterprises. If you have any questions, just look for the market. There is no need to look for the mayor. It seems that opening the market has little to do with the government, and the relevant departments can manage it. There are even fewer products, and various buying trends are everywhere. No matter how many factories there are, I don't ask: in fact, this is a wrong practice and a big misunderstanding. Governments at all levels and relevant departments have important responsibilities in the development of agricultural products market. There is something wrong with the sales of agricultural products. We need to find the market and the mayor. The government has the functions of organization, coordination and macro-control in a market economy. This is an important guarantee for the healthy development of the market economy. Agriculture, forestry, animal husbandry and fishery, supply and marketing, food, commerce, foreign trade, industrial and commercial administration, economic information, comprehensive economy and other departments should actively help farmers to do a good job in production, open up markets, and do a good job in circulation, which is an unshirkable responsibility. Comrade Cheng, secretary of the Hebei Provincial Party Committee, clearly pointed out at the rural work conference in Hebei Province in early 199: "All agricultural and economic departments should correct their business guiding ideology, deepen the reform of the circulation system, and actively take measures to help farmers open up agricultural products markets and open up sales. When agricultural products enter the market, it is necessary to implement a dual responsibility system. First, according to the principle that whoever is in charge of the product is responsible, the relevant departments should bear certain market development responsibilities. Second, the local government should also be responsible for the production of farmers' agricultural and sideline products, help farmers open up markets and do a good job in sales. Never stifle national interests and obey the overall situation when the product is smaller than the product; If there are too many products, they will be extravagant and care nothing. "We welcome this dual responsibility system. The government and relevant departments should at least do a good job in the development of agricultural products market: First, strengthen macro-control over the production and market of agricultural products and processed products, guide production according to the changing trend of market demand structure, adjust and optimize the industrial structure of agriculture and processing industry, and achieve a general balance between production and sales as much as possible. The second is to intensify the reform of the circulation system of agricultural products, establish a market-oriented pricing mechanism, and implement multi-channel, few links and open management. Form a unified national agricultural product market as soon as possible, and solve the problems of regional division, poor circulation, many links, high cost, weak infrastructure and poor throughput in the circulation field. Third, the competent department of agricultural products production should not only organize production according to market information, but also try to prevent blind production and help farmers sell their products, not just produce but not sell them. In the future, where blind production causes sales difficulties, the competent departments should bear certain responsibilities and do everything possible to help farmers solve the sales difficulties. Fourth, grain, supply and marketing, commerce, foreign trade and other departments should be highly responsible, take it as their responsibility to open up the agricultural product market, invigorate the circulation of agricultural products, and increase farmers' production and income, make full use of the advantages of good reputation, information spirit, strong strength and many outlets, truly play the role of the main channel, vigorously explore the domestic and foreign markets of agricultural products and processed products, and solve the problem that grain, fruits and eggs in some places cannot be sold.