基于价值链和“五力”模型的蔬菜产业分析-《长安大学学报（社科版）》

文章信息/Info

Title:: Analysis of vegetable industry based on value chain and “five forces” model

Author(s):: ZHANG Jing; XUE Mei-yun; ZHENG Yan; School of Automobile, Chang‘an University

Keywords:: cheap vegetables hurting the farmers; expensive vegetables hurting the people; producers; consumers; logistics providers; value chain; “five forces” industry analysis model

摘要:: 鉴于近年来蔬菜产业发展极其不稳定，“菜贱伤农”和“菜贵伤民”问题经常同时发生。将蔬菜产业市场看成一个整体，站在价值链的角度，运用迈克尔·波特的“五力”产业分析模型解析蔬菜产业“菜贱伤农”、“菜贵伤民”问题。分析认为，“菜贱伤农”、“菜贵伤民”是因为生产蔬菜的机会成本较大，加上机会成本上的大幅度加价，甚至是二者共同作用的结果；也与流通过程环节较多有关。最后给出相关的改进建议：控制成本驱动因素；重构价值链。

Abstract:: As the vegetable industry developing extremely unstably in recent years, the problem of “cheap vegetables hurting the farmers” and “expensive vegetables hurting the people” often occur at the same time. Viewed from the value chain point, this article, regarding industrial market as a whole, analyzes the phenomenon of “cheap vegetables hurting the farmers” and “expensive vegetables hurting the people” by using Michael Porters “five forces” industry analysis model. It discovers that the reason for such a phenomenon, on the one hand, is that the opportunity cost of growing vegetables is high, or the opportunity cost increases sharply, or even it is the result of these two combination; on the other hand, it also related to the sector for circulation process is complex. On the account of this, the article provides the relevant advice for improvement: to control cost drivers factors and reconstitute value chain.