I 摘要 经过六年的高速发展，在发展花椒产业的众多区县中，三台县藤椒发展迅速，预 计到2020年种植面积将达到30万亩，成为四川乃至全国的藤椒种植大县，具备了较 强的竞争力。然而，与众多地标品牌花椒相比，三台藤椒无论是园区建设还是品牌知 名度等方面，都还存在较大的差距，三台藤椒想要做大做强，持续提高竞争力走向全 球市场，仍然面临着艰巨的任务。 本文以价值链理论为依据，深入探讨了三台县藤椒园区竞争力优化策略。论文首 先从三台藤椒园区建设、政府扶持力度、品牌建设、标准化建设、园区组织结构、相 关及支持产业六个层面分析了三台县藤椒园区发展现状。接着又从纵向价值链、横向 价值链、内部价值链三个维度指出了三台藤椒园区存在的问题及竞争力分析，纵向价 值链分析主要问题是园区上游基地选种经验不足，下游企业生产力富余，需要纵向整 合，藤椒种植实际效益偏低；横向价值链分析主要问题是藤椒出产不足，难以满足市 场需求，销售市场还未打开，产品增值活动缺失，品牌推广力度不够，知名度不高； 内部价值链分析主要问题是育苗成本偏高，GAP管理经验不足，园区后端服务项目较 少。最后，基于三台藤椒园区现状和价值链分析，同时借鉴云南普洱茶产业发展、重 庆市休闲农业园区发展经验提出了三台藤椒园区竞争力优化策略：一是继续加大对园 区的扶持力度；二是进一步调整优化园区的组织结构；三是大力加强园区的产业链管 理；四是持续加大科研投入力度促进园区产品推广；五是整合园区品牌加大营销推广 力度。通过对三台藤椒园区竞争力提升策略的研究，可为我国其他地区深挖当地特色 农产品、发展特色农业园区，具有一定的借鉴意义。 关键词：藤椒；价值链；竞争力 论文类型：应用研究 II ABSTRACT Aftersixyearsofrapiddevelopment,amongthemanydistrictsandcountiesthathave developedthepeppers,theSantaipeppershavedevelopedrapidly.Itisexpectedthatby 2020,theplantingareawillreach300,000Mu,becomingalargecountyforpeppers cultivationinSichuanandeventhecountry.Strongcompetitiveness.However,compared withmanylandmarkbrandssuchaspeppers,therearestilllargegapsintheindustrialization oftheSantaipeppers,brandawareness,etc..TheSantaipeppersindustrywantstobebigand strongandcontinuetoimprovethecompetitivenesstotheglobalmarket.Thetaskremains daunting. Basedonthevaluechaintheory,thispaperdiscussestheCompetitivenessoptimization strategyofthepeppersparkinSantaicounty.Firstly,thepaperanalyzesthepresentsituation ofthedevelopmentofpeppersparkinSantaicountyfromsixaspects:constructionofthe Santaipeppersindustrialparks,governmentsupport,brandconstruction,standardization construction，industrialorganizationstructureandsupportingindustries.Then,fromthethree dimensionsofverticalvaluechain,horizontalvaluechain,andinternalvaluechain,we pointedouttheproblemsandcompetitivenessanalysisoftheindustrializationoftheSantai peppers.Themainproblemofverticalvaluechainanalysisisthelackofexperiencein selectingspeciesintheupperreachesoftheindustryandthesurplusproductivityof downstreamenterprises.Theactualbenefitofpeppersplantingislow;Themainproblem ofhorizontalvaluechainanalysisisthatrattanpeppersisinsufficienttoproduce,itis difficulttomeetmarketdemand,thesalesmarkethasnotyetbeenopened,theproduct value-addedactivitiesaremissing,thebrandpromotionisnotenough,andthepopularityis nothigh;Themainproblemsofinternalvaluechainanalysisarehighseedlingcost, insufficientGAPmanagementexperience,andfewerindustrialback-endserviceitems. Finally,basedonthecurrentsituationandvaluechainanalysisoftheSantaipeppers,the paperputsforwardsomecountermeasurestoCompetitivenessoptimizationstrategyofthe SantaipeppersparkbasedontheexperienceofthedevelopmentofthePu'erteaindustryin 西南科技大学硕士学位论文 III YunnanandDevelopmentofLeisureAgricultureParkinChongqing:First,wewillcontinue toincreasegovernmentsupport;Thesecondistofurtheradjustandoptimizethestructureof Santaipeppers;Third,strengthentheindustrialchainmanagementofSantaipeppers;Fourth, continuetoincreasescientificresearchinvestmenttopromotethepromotionofpeppers products;Fifth,integratethestrengthofbrandmarketing.Thedevelopmentofthepeppers industryplaysanimportantroleintheadjustmentofagriculturalstructure.Itisanimportant measuretoimplementtheconversionoffarmlandtoforests,strengthensoilandwater conservation,controlsoilerosion,andimprovetheecologicalenvironment.The developmentofthedeepprocessingtechnologyofthepeppersindustryisofgreat significancetothedevelopmentofthespiceindustry.Inaddition,throughthestudyonthe StrategyofEnhancingindustrializationcompetitivenessoftheSantaipeppers,itcanactively excavatelocalcharacteristicagriculturalproductsanddevelopcharacteristicagricultural partyforotherdistrictsandcountiesinChina,whichhasacertainreferencesignificance. Keywords:Peppers;Valuechain;Competitiveness Typeofthesis:ApplicationResearch 西南科技大学硕士学位论文 目录 IV 目录 1导论..............................................................................................................................................................1 1.1选题背景与研究意义.......................................................................................................................1 1.1.1选题背景................................................................................................................................1 1.1.2研究意义................................................................................................................................2 1.2国内外价值链研究现状...................................................................................................................3 1.2.1国外关于价值链研究动态....................................................................................................3 1.2.2国内关于价值链研究动态....................................................................................................3 1.2.3价值链国内外研究述评........................................................................................................4 1.3国内外竞争力研究动态...................................................................................................................4 1.3.1国外竞争力研究动态............................................................................................................4 1.3.2国内竞争力研究动态............................................................................................................5 1.3.3国内外竞争力研究述评........................................................................................................5 1.4论文技术路线图和研究方法...........................................................................................................6 1.4.1论文技术路线图....................................................................................................................6 1.4.2论文研究方法........................................................................................................................7 2相关概念和理论概述..................................................................................................................................8 2.1农业园区概念的界定.......................................................................................................................8 2.2农业园区竞争力概念的界定...........................................................................................................8 2.3理论依据...........................................................................................................................................8 2.3.1价值链理论............................................................................................................................8 2.3.2价值链分析方法..................................................................................................................10 2.3.3产业竞争力理论..................................................................................................................10 3三台县藤椒园区发展现状.......................................................................................................................12 3.1三台藤椒园区迅猛发展.................................................................................................................12 3.1.1藤椒园区建设迅速扩张......................................................................................................12 3.1