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摘要论文从农业产业化经营内涵以及我国农业产业化经营背景和发展趋势出发，通过对桐乡市杭白菊生产基地、加工型农业龙头企业的实地调查，分析了目前桐乡市杭白菊产业化经营所面临的问题，探讨实现杭白菊产业化经营的主要对策。论文的主要研究成果主要包括以下几个方面：ェ、本文分析了新形势下农业产业化经营的内涵、特征和加快农业产业化发展的意义，讨论了中国农业产业化经营的历史背景、发展历程、现状，判断了今后农业产业化经营发展趋势。2、论文从桐乡近年来农业产业化经营的实践着手，对桐乡农业产业化现状进行了分析，主要归纳为：（1)优势农产品基地建设步伐加快，农业区域化化布局初步形成。（2)龙头企业规模不断扩大，辐射带动能力不断增强。（3)农产品流通领域经营主体不断壮大/农产品销售网络逐步健全。(4)外向型农业快速发展，农产品接轨上海有了良好的起步。以上农业产业化经营取得的成效为加快杭白菊区域化布局，提升行业层次，推进杭白菊产业化经营创造有利条件。3、论文对杭白菊的种植历史、生产条件、药用价值、品种资源等基本概况做了简要分析，提出在大力发展高效生态农业的背景下，杭白菊做为桐乡特色优势农产品，呈良好的发展态势，主要表现为以下特点：政府加大政策扶持力度；种植面积稳定增长，单产提高；建立了杭白菊标准化体系：实施无公害农业标准化生产技术，大力推广应用优质品种；区域化布局初具规模；产业化经营步伐加快：企业加大技改力度，积极开发新产品；杭白菊消费市场扩大，市场前景广阔。另外，以桐乡市新和保健品有限公司为案例杭白菊产业化经营实践进行分析。4、通过杭白菊生产、加工现状，以及产品的市场需求、市场竞争能力和市场潜力分析，总结出杭白菊在今后一段时期内发展趋势：（1)种植面积将继续稳步增长，区域化种植更加凸现；（2)生产技术标准化，种植品种优质化；（3)农企紧密型的产加销一体化经营成为主流；（4)企业规模不断壮大，现代加工工艺发展加快，产品质量档次提高；（5新产品开发步伐加快；（6)市场竞争优势明显，产业链延伸。5、作者通过对杭白菊生产基地、种植农户、农业龙头企业调查认为，目前杭白菊产业化经营存在种植面积停滞不前、农民质量品牌意识谈薄、产品标准化程度较低、企业加工能力不足、综合利用水平较低等问题。6、作者认为针对桐乡市杭白菊产业化经营所面临的主要问题，提出加快区域化布局，推进标准化、规范化生产；加大农业科技创新和技术推广力度；培育壮大农业龙头企业，增强带动农户能力；开展杭白菊综合利用，提高产品档次与附加值的措施。关键词：杭白菊；农业产业化经营：存在问题与发展对策AbstractAccordingtotheconceptofagriculturalindustrializedmanagementaswellasthebackgroundanddevelopmenttendencyofourcountry’sagriculturalindustrializationoperation,theauthorinvestigatedtheproductionbaseandtheleadingprocessingenterprisesofChrysanthemumMorifoliuminTongxiangCounty，andanalyzedtheproblemsChrysanthemumMorifoliumindustrymanagementfacedpresently.AfterthatthemaincountermeasurestoimplementtheindustrializationmanagementofChrysanthemumMorifoliumwereputforwardinpresentpaper.Themainresultsofourstudyareasfollows:1•Thisarticleelaboratedtheconnotation^characteristics,organizationformoftheagriculturalindustrializedmanagementanditssignificanceunderthenewsituation^analyzedhistoricalbackground，development,presentsituationoftheChineseagricultureindustrializedmanagement,andmadeclearthedevelopmenttendencyaboutthefutureagriculturalindustrializationmanagement2.AccordingtotheagriculturalindustrymanagementpracticeofTongxianginrecentyears,thepaperanalyzedthecurrentsituationofagriculturalindustrializationinTongxiangCounty,whichmainlyincluded(1)theconstructstepofthesuperiorityproducebaseaccelerated,agriculturalregionallayoutpreliminarilycameintobeing;(2)thestrengthofleadingcorporationkeptonincreasinganditsleadingrolebecamemoreimportant;(3)themanagementmainbodyintheproductcirculationunceasinglyexpanded,theproductsellingnetworkwasgraduallyperfect;(4)theextroversionagriculturedevelopedquickly，therailconnectiontoShanghaimarketwasgoodfortheproductselling.Asabove-mentioned,theeffectoftheagriculturalindustrializationmanagementwouldbebenefitforacceleratingtheregionallayout，promotingprofessionallevelandadvancingindustrializationmanagementofChrysanthemumMorifolium.3.Thebriefintroductionofplantinghistory,cultivationcondition,medicalvalueandvarietyresourceshasbeengiveninthepaper.Underthebackgroundofrapidlydevelopingeffectivelyecologicalagriculture,ChrysanthemumMorifoliumthatwasacharacteristicagriculturalproductinTongxiangcountyexhibitedgooddevelopingtendency，asfollows:theplantingareaandperunitareayieldstableexpanded,fortheenhancementofgovernmentpolicysupport;thepollution-freestandardizationtechniquesofChrysanthemumMorifoliumwasimplemented，highqualityvarietieswerewidelyextended;regionallalyoutwasprimaryformed;theindustrymanagementandtechnologicalimprovementofenterprisewereaccelerating,newproductsweredeveloped，soChrysanthemumMorifoliummarketwouldhaveabroadprospect.Moreover,thispapertooktheTongxiangcountyXinhehealthyproductlimitedcompanyasacasetoperspectivetheindustrializationmanagementpracticeofChrysanthemumMorifolium.4.Basedontheproductionanalysis,thepresentprocessingsituationaswellastheproductmarketdemand,competitionandpotentialofChrysanthemumMorifolium^itsdevelopmenttendencyinthenextsectionoftimeswasconcludedinthearticle:(1)Theplantingareakeptonincreasing,regionalplantingwasgenerallyformed-(2)Productiontechnologieswerestandardizedandthehighqualityvarietieswereextended,(3)Theintegrationmanagementwithproductionandsellingoftightly-knitofpeasantandenterprisewouldbecomethemainstream.(4)Theenterprisescaleunceasinglywasexpanding，themodemprocessingcraftwasimproving，theproductqualitywasenhancing.(5)Thenewproductdevelopmentwasspeedingup.(6)Themarketcompetitionadvantagewasobviousandtheindustrialchainwasextending.5.Afterinvestigatingtheproductionbase,farmer，theagriculturalleadingcorporationofChrysanthemumMorifolium,theauthorsummarizedthatatpresentChrysanthemumMorifoliumplantingareaboggeddown,qualitybrandconsciousnessoffarmerwaspoor，theproductstandardizationdegreewaslower,theenterpriseprocessabilitywasinsufficient^thecomprehensiveutilizationlevelwaslowandsoon.6.AimingatthemainproblemtheindustrymanagementofChrysanthemumMorifoliuminTongxiangcountyfacing，theauthorproposedtoacceleratingtheregionallayoutandpromotingtheproductionstandardization;increasingtheagriculturalscienceandtechnologyinnovationandextension;cultivatingandexpandingtheagriculturalleadingenterprise,enhancingtheabilitytoleadingfarm