中外农民创业论坛专家演讲概要

王卫星，男，陕西省印台区郝家原村人，陕西省铜川市绿色食品生产者技术协会会长，铜川市公权现代果业有限责任公司总经理，研制成功“二维码”苹果，获铜川市首届“优秀农民”奖。

演讲题目: 给苹果申请世界身份证

演讲摘要：

    “单干户”已经不适应时代发展的要求了。要发展现代化果业，实现果农在果业生产中多方面增收，果农就必须积极加入相应的农民专业合作社。在合作社的指导下，果业生产才能实现生产过程的标准化、加工储藏的商品化和市场营销的品牌化，走果业产业化发展之路，促进“陕西苹果”迈上国际新台阶。

生产过程标准化

生产过程的标准化就是，所有参加生产的人都必须按消费者提出的订货要求标准或者在无定货要求时是按国家法律认可的标准要求进行生产。标准化生产涵盖了整个生产全过程，例如在同一自然环境下，使用同一类型的农资，实行相同的管理模式，采用统一的采购验货标准等。这样做的目的是为了做到所获得的产品具有一致的品质目标。只有实施统一的生产管理，才能使千家万户生产的农产品标准化，从而保证消费者购买的产品的质量。

加工储藏商品化

    为了方便消费者根据其需要对商品进行选择，参加交易的商品必须有不同的规格要求，要进行包装，保鲜并对其产品的各种特性向购买者做出说明或承诺保证等等，这些工作若有小农生产者独立完成，则无法实现或生产成本过高，这就要求有专门的农业加工厂来代其完成。实现农产品加工储藏商品化。

市场营销品牌化

营销是生产者实现最终收益目标的唯一手段。所有的生产者都要通过营销来实现他们产品价值，那么对于卖方来说实际上就是一种营销博弈。谁能争取到购买者的青睐或信任，谁就是赢家。产品品牌在这一过程中会起到举足轻重的作用。谁的品牌标注的产品质量高、消费者喜欢，就能争夺到更多的购买者，谁就获利丰厚。所以生产者除了增加产量、提高质量以外，还要进行成功的策划营销，实现市场营销品牌化。

Farmers Forum on Business Start-up

Speaker and Abstracts of speech

 
 
 Mr. Wang Weixing comes from Haojiayuan village, Shanxi province. He serves as the chairman of Organic Foods Production Association in Tongchuan city，the general manager of Gong Quan Modern Fruit Industry Co. Ltd. He was awarded the title of  “the outstanding farmer of Tongchuan city ”. 

Title of the Speech: Strive forward to develop apple production and processing industry globally 

Abstract of Speech:

Now it is impossible for farmers to conduct production independently. Farmers need to join the related special production cooperatives to increase their planting income the fruit farmer must join the corresponding farmer specialized cooperative organization. Under the instruction of the fruit planters’ association, the fruit industry could leap forward and realize the production standardization, commercialization in the storing process, and thus to have its own name brand.

Standardizing Production Process

The production standardization requires that all production participants should conduct their practice in accordance with the terms of sales contract or the prescribed national standards. Standardized production covers the whole production process, thus to guarantee the unified quality standard.

Commercializing the storage process of  Preservation

In order to help consumers to make informed choice, the fruit products to be markedt should be under specific packing and fresh-keeping requirements. Specifications of the product or the quality guarantee should be clearly made to consumers. All this is impossible for the small household poroducers. So the production should be carried out within specialized factories.

Establishing the brand strategy  

Marketing is the only means for producers to realize the benefit. And the value of the product could only be realized through trading. Thouse producers who could win the trust of consumers and client can win out in the competition. The brand effect is of great significance in this process. Only the famed brand could get a larger market share. So , in addition to increase the output  and improve the product quality, it is also important for the producers to launch sales promotion and establish the brand effect.