Along with the development of global economic integration, marketing need in cross-cultural background, and cultural differences bring consumer spending concept and consumer behavior is different, cause cultural barriers and conflict. Combining with the KFC’s success in China business experience, sums up the localization strategy implementation can be better ensure cross-cultural marketing enterprise in different cultural environment of survival and development.
A, KFC situation in China.
KFC as early as in 1973 in Hong Kong market, in June, 1973, the first opened in 1975, the KFC restaurants all into Hong Kong all close their doors. The reason is: they only considering the culture, and in Hong Kong and the United States use the same operation method. Don’t realize is located in the Asian consumers of Hong Kong culture, taste is equal to the United States is different, and at the same time between two countries economic development level also has the very big disparity. KFC provide products don’t adapt to local conditions and customs, brand promotion has not conform to local culture. KFC is because no profound understanding to the Hong Kong culture and the local cultural differences, blindly use “self reference principle”, has the strong sense of the national superiority, advocating for personal development, not in the proper time to coordinate two kinds of cultural differences, will lead to the failure of the in Hong Kong. Know to the above reasons, KFC in 1987 with a long into the diet culture in Beijing as a starting point, KFC started to grope for, and constantly know and adapt to Chinese society and market, and gradually form with Chinese characteristics management mode, to now Kentucky in the mainland of China chain already grow to thousands of home.
Second, KFC business strategy.
Why KFC in China food the fierce competition in the market can pulls ahead? This and KFC products innovation is not divided.
Product innovation: because the correct understanding the Chinese culture, and constantly consider China’s consumer tastes, roll out the typical Chinese products. The Hamburg from subversion “Mexico chicken book” to full of Chinese characteristic “old Beijing chicken book”. Besides KFC often may be introduced long-term or short-term new products. Such as: deep sea cod fort, sichuan hot tender cow five party, etc.; KFC also to demand oriented, constantly, improve the satisfaction of local consumers, and know Chinese people have the habit of porridge for breakfast, 2010 officially launched several breakfast cereals and “secure twisted dough-strips”.
Image innovation. In the United States in order to cater to the KFC young fashionable customers, take on the streets of rich and gaudy decoration, flavor to the background music of jazz, but in China is committed to the brand localization. Decorate a style to representative is the traditional Chinese family, family, love and understanding “with KFC, life good taste!!!!!!” .
In the Mid-Autumn festival and the Spring Festival of traditional festival, KFC is through the TV advertising make warmth and members, and the image of the share, very close to the Chinese cultural tradition, through the above actions, KFC let the Chinese feel hospitable, success in making it in the Chinese most affinity, healthy, delicious, sweet brand image.
Service is the quality of products of the extension, no good service is no sales, it is the most outstanding performance in food. As long as one into the restaurant will have enthusiasm polite waitress with smile, provide considerate service, specifically for kids ready to tables and chairs and children’s heaven and earth. Customers also don’t need to look for spices, napkins and small vexed god, can enjoy delicious food and perfect service, warm and thoughtful service culture in China, the formal state, recognized and welcome.
As a labor-intensive industries, KFC pursues “by artificial core” human capital management mechanism.
KFC continuously devotion funds, manpower carry on various all levels of training. From the dining room, restaurant manager to the company the functional management personnel, training not only helps employees improve work skills, but also enrich and perfect the staff own knowledge structure and personality development.
In addition, due to KFC adopted an open employment, the company employees on flow and not make a special restrictions and requirements. After the company strictly training local skilled workers and managers for some reason out of the company, and even to the local competition enterprise. Loose environment caused by the movement of personnel, implements a stealth communication. According to preliminary statistics, KFC in China for over 20 years, accumulative total staff training for hundreds of thousands of people, and the basic training funds more than more than yuan.
Three, KFC business model of China food enlightenment.
1, the internal organs austerity.
And KFC fast-food giant big foreign such as compared to China’s food whether funds, personnel is very scarce, to get to the life, only through learning KFC fast food industry such as mature of successful experience, firmly establish brand awareness, and constantly improve the service concept and standard, make your customer can intimate feel “fast food is to belong to the service industry” meaning.
2, YuSuBuDa.
Fast food ChanYeZhe all know by adding to the branch, can improve the commercial profit, and can improve brand recognition. KFC for any chain stores increase, after careful consideration to make a decision. First of all in the location, KFC adherence to the “step by three city” business motto.
Choose to new, first thing together the economy of the area, the transportation and the target audience of the material. And then analysis stated, and determine the feasible after completing work site. And then further investigation within the area of most major together at the guest. Sure inn location after completion, KFC also field work in the area of people with actual lines to, and then through the professional calculation, analysis, predict the amount of investment and sales.
3, based on standard.
China’s science greats qian xuesen, once to fast food an brief definition: fast food that is cooking industrialization. Although money of this definition veteran fast food said for decades, but the fast food industry in China and how much to remember this a maxim? KFC any a chain store a pot of Fried chicken, not only from the same materials and time are strict 13 points 30 seconds, so the system the standardization of management and operation strictly, not only ensure the Kentucky Fried chicken unified delicious taste, more make KFC in China every year from fast food market make go nearly 20 to RMB.
Conclusion.
Our country has brilliant stretches of diet culture, all kinds of not less than ten thousand kinds of characteristic cate; China is a large country population, nation complex deep; Along with our country life rhythm speeding up, people on the fast food needs will increase. These conditions for the development of the local food in China to provide a “climate, geographical and human” opportunity and hope that China’s fast food industry to take the opportunity to, to create brilliant.
In the mainland of China cartoon industry in the mainland, not only a minor effect, but also in the role of Hong Kong, Macao and Taiwan minors. Hong Kong, Macao and Taiwan minors can be divided into three levels, the paper will be in Hong Kong, Macao and Taiwan minors homogeneous cultural this level, compared with the mainland, Hong Kong, Macao and Taiwan to minors cultural environment and the cultural psychology of the structure are analyzed. And combined with Hong Kong, Macao and Taiwan cartoon industry development conditions, the author discusses the mainland cartoon industry in Hong Kong, Macao and Taiwan the influence of minors.
China’s animation industry not only in the mainland, a minor effect, but also in the role of Hong Kong, Macao and Taiwan regions minors. We in Hong Kong, Macao and Taiwan minors can be divided into two levels analysis: Hong Kong, Macao and Taiwan regions minors, Hong Kong, Macao and Taiwan cultural homogeneous minors cultural homogeneous. In this paper, we discussed the focus will be on overseas Hong Kong, Macao and Taiwan regions minors homogeneous cultural this level.
A, Hong Kong, Macao and Taiwan regions minors cultural homogeneous.
Belong to the minors homogeneous culture, is mainly refers to Hong Kong, Macao, Taiwan of China, the Chinese nation has three minor veins, because the three of the People’s Republic of China belong to the same with the mainland and has the cultural features and cultural identity, in their value also and the mainland are roughly equal, and with the United States, Japan and South Korea and other countries culture in there are essentially different. In the three anime content of the creative industry of the kernel and essence of the Chinese culture is thought of inherit and innovation.
Since the 1980 s, Asia DongManHua industry is developing rapidly, and especially Japan, South Korea, Taiwan, Hong Kong, China most representative. Our Taiwan, Hong Kong and Japan both in animation market pressure gradually formed the unique local animation culture industry, become a map of Asia and the world as an integral part of the animation, and positive development of backland anime, show the Chinese original cartoon of creative, charm and development potential.
(a) in Hong Kong, Macao and Taiwan minors, the cultural environment.
In a society of human life, as time passes will form a particular culture, including certain attitudes and opinions, values, ethics and the customs of the next generation, and so on, this is a country or region’s cultural environment. Everyone living in a certain cultural atmosphere in, and are in the inheritance with certain culture, and cultural environment and profound influence on the every life in one of the members way of life, values, customs, etc, this kind of influence in the minors reflected on is more obvious.
Do you have a healthy cultural environment, a good culture atmosphere, to the growth of minors is crucial. Hong Kong, Macao and Taiwan regions for historical reasons, both with the mainland has behaved in the traditional cultural foundation, also has a mainland even more complex and rich cultural environment. Below we will compare with the mainland, Hong Kong, Macao and Taiwan regions cultural environment analysis:
1. With: the Chinese culture.
The six or seven thousand years ago the prehistoric times to about four thousand in three thousand to in the before and after xia and shang period, the Hong Kong and mainland cultural exchange has been kept close contact, is the Chinese civilization of the pattern of diversity in unity of a characteristic component. [1] people who share the same Taiwan and China, both sides has been a common ancestor worship, follow the common sage, read the common classic, passing on common civilization, use the same language. The Macao special administrative region culture has four to six thousand years of history, since the 16 th century will be a communication bridge between Chinese and western culture, for more than 400 years, because of the special historical development process and political, economic, and traditional customs and religion and the role of various factors, gave the unique culture. [2]
Any country and region culture have a thought agglomerate focus, Hong Kong, Macao and Taiwan and mainland culture thoughts of Chinese culture is condensed focus. They have the same historical roots, belong to the Chinese culture. Chinese excellent traditional culture for Hong Kong, Macao and Taiwan minors has significant cultural influences, it is civilization evolution and formed in a reflection of the national characteristics and style of the national culture, is the national history of ideological culture, ideology of the overall characterization.
Chinese culture for thousands of years, as a traditional itself has stability and cohesion sex, become the whole Chinese nation of the collective unconscious–any kind of ideology are not replacement and deny her existence. At the same time, traditional Chinese culture has strong fusion characteristic and meaning changes role, this is foreign aggression in China has repeatedly “first is better than force, with the cultural” one important reason. In Chinese and western culture in the comparison, Chinese traditional culture can also play the advantage function. In Hong Kong, Macao and Taiwan attached great importance to the Chinese traditional culture of a minor of the positive role, pay attention to the education of Chinese children since childhood, accept the traditional Chinese culture. [3]
2. Different: cross-cultural environment.
Hong Kong as with the Chinese and western culture as a city of immigrants, experiences the one hundred-year history of the evolution and precipitation, development of become Asia international metropolis. Hong Kong to achieve the “one country, two systems” great conception, socialism and capitalism two systems spiritual culture of continuous communication, in the line of the Chinese traditional basis to further expand consensus and areas of cooperation. [4] Hong Kong east and west cross-cultural environment containing the homogeneity and heterogeneity of confrontation and interaction. In different culture blend of cultural divide will lead to the cultural conflict, the cultural differences lead to different cultural values of the conflict between. This conflict in a foreign culture in the world of international and the local culture nationality contradiction, block transcultural communication, but also in the two kinds of culture in the integration of different value system and way of life of the coordination and development between to heterogeneous culture and the local culture integration, value-added, accumulation and change.
The Hong Kong government tries to cultural and creative industries development promoting economic transformation, as the world’s most creative energy is one of the city. The area in the whole development of creative industries in economic growth played more and more important role. Hong Kong SAR government attaches importance to the creative industry has been on for a long time, but its creative industry promotion methods of different from the Chinese mainland. In a free market system, the Hong Kong cultural goods and other goods of the same market lead, free production and import and export, production elements, business services and market information can be freely. To market leading for the premise, the government’s role in strategic level reflected more leadership, mainly for the industry development provides the service, including the necessary policy support, the foundation of law and fair and transparent business competition environment, and support the public cultural services. [5]
Because Macao unique geographical position and history background, the culture has its unique characteristics, is a Chinese culture as the Portuguese culture, compatible with diversity of cultural harmony.
Macao since the 16 th century will be a communication bridge between Chinese and western culture. Macao had become a Chinese and foreign maritime trade important port and the intersection of the Chinese and western culture, greatly promote the cultural exchange between east and west, that of traditional Chinese culture and from Europe, southeast Asia and other places of cultural collide each other, communication, assembly, fusion. The existing many of match well of Chinese and western cultural relics, have the eastern and the western style of building, mostly with “to give priority to, the Portuguese combination” features. The macau about 1/5 of area of the building is the product of the fusion of Chinese and western cultural exchange. So far more than 400 years as the eastern and western two heterogeneous culture exchange and integration of multiple reverse product, Macao cultural highlights of that and it in Chinese history and culture, the importance of long-term and the western cultures is produced by the humanistic value. This is the advantage of macau, macau is also the cultural and economic development intrinsic motivation. [6]
For hundreds of years, with the Chinese mainland residents move constantly macau, China’s traditional culture was also into the macau, form the main body of the Chinese culture. Such as mazu culture in macau wide spread, and matsu belief in Buddhism, Taoism, be of different faiths. Macao was religious and cultural center, Catholic, Christianity, Buddhism, Taoism, mazu in here are retained. As Paul’s cathedral fusion of eastern and western architecture essence is a masterpiece of eastern and western religious tolerance to each other. With the development of economy, the culture is then development. [7]
Taiwan and mainland although same roots, but due to the geographical location, the social environment, education background, the political system is different, the two also exists some differences. Early in the third century A.D. Taiwan and mainland have contact. 17 th century, the mainland of the han nationality moved to Taiwan, and transplant the Chinese culture. Taiwan residents 98% of the han nationality. With immigration society to settle the transition of the society, the immigration culture in Taiwan specific social and economic structure, gradually evolved into the Taiwan native culture, but the Chinese cultural characteristics are still continues. The Chinese culture took root in Taiwan, become the most profound accumulation of Taiwan culture part. For hundreds of years, Taiwan culture in 50 years ago by Japanese colonial rulers puritanism and the influence of the modern capitalism, after 50 years, Taiwan and mainland exchanges and cut by the impact of western culture, walked the development way of unique, which differ in mainland China cultural phenomenon, but still keep the Chinese culture characteristics. In the past 10 years, with the development of relations across the Taiwan strait, Taiwan and China have a wide range of cultural exchange, will create a new age has to adapt to the characteristics of the new culture in Taiwan. [8]
(2) in Hong Kong, Macao and Taiwan minors psychological structure of culture.
Culture refers to human psychological structure in the social practice in the long-term by the family environment, social environment and by culture education edification interaction and the formation of psychological quality, value orientation and thinking mode combined. Culture is the spirit of the people psychological structure of the form the skeleton. Hong Kong, Macao and Taiwan to understand western culture and eastern culture by; They face the world, and back to the motherland; Their efforts in the competition and the mainland hand in hand, and maintain regional features, with cross-cultural background of the diversity of cultural concepts, show the dominant western culture and Chinese traditional culture of recessive combination of features. In this context, Hong Kong, Macao and Taiwan regions of minors psychological structure and the mainland culture minor compared to present a different features.
1. Minor values compared.
In Hong Kong, Macao and the mainland (in Shanghai representative) minor life goal according to the survey results, Hong Kong to minors “sweet little family” and “free” and “stimulate and pleasure” option minor higher than macau and Shanghai cities of the minors. The macau juvenile “inner coordination”, “human peace and equality” option over just above Hong Kong, Shanghai both minors. Shanghai to minors “achievements life” pursuit and the macau juvenile as strongly, was first. And Hong Kong, Macao compared to minors, Shanghai minors in “the human wisdom”, “the world beauty”, “get self-esteem and others appreciate” option on the previous seating arrangement. And “peace and human equality”, “the soul be saved” options are showed the seating arrangement later minors and Shanghai minors “life goal” choice is more consistency, and with the Hong Kong minors “life goal” choose big gap. This may be because Hong Kong minors is from western culture education’s reason to accept. Relatively speaking, the social culture and history and closer to the mainland, plus nearly 10 years of minors to move to the mainland, and add more Macao society mainland of cultural factors.
In addition, to the middle school students in Taiwan a survey research shows that, there is 61. 7% of the people have a warm family and a sincere love, and have many friends as the first important or the second important life pursuit goal, these relationships on the level of social orientation of the target. 34. 5% of the people who earn the wealth, maximum limit his successful career development or in the key position, and highlighted their achievement orientation.
In short, the macau juvenile in many aspects and Shanghai outlook on life minors are basically the same, under the premise of their more attention than Shanghai minors social interpersonal coordination and pay attention to the stability of the people psychological development, they contrasted with Shanghai minors is more concerned about the personal life rich and comfortable. And Shanghai relatively minor, more yearning “accomplished life”, to art, science and professional technology was significantly higher than the heart to advocate for the minors. [9]
Hong Kong, Taiwan of minors seems to pay more attention to family and friends.
2. Compare cultural psychology understanding ability.
In Beijing university psychology professor presided over SuYanJie according to a Hong Kong and the mainland high school students understanding cultural psychology, the study found that subjective reasons, the mainland high school students are incident that sex is higher than the probability of a negative factor, occurred in others is higher than the probability of their own, communication problems and emotions of again understanding question, the nature of the event and the main body has happened interaction. Hong Kong middle school students in the objective cause problems, subjective reason and communication problem again, the nature of the event and the main body has happened interaction. Is sex and others in the event of test the objective reasons, judge subjective reason more, is sex than a negative factor of the higher risk communication after again. Is sex thing and others on the corresponding event more emotionally strong. The mainland minors than Hong Kong minors with the objective cause more likely explain social contacts events. In the event of social communication subjective reason exists between middle school students interpretation the differences. Able to minors for itself a negative factor of the association intend to significantly lower than their own again is sex thing, and the Hong Kong minors in itself a negative factor in lower. On the whole the mainland of minors again to minors than Hong Kong exchanges. For the mainland for minors, in others is sex and their own sex thing is in the evaluation of to the mood no difference, and the others a negative factor and their own negative factor of emotional assessment has a significant difference, But for Hong Kong minor people, whether others of their own sex thing is is still others negative itself a negative factor, emotional evaluation are significant differences. Hong Kong and the mainland the development background of the minors and social interaction experience and the standard have many differences, of a minor psychological tendency to understand the formation and the relationship with the companion accepted the influence of different patterns produce. [10]
3. Critical thinking is.
In comparison, the Taiwan minors’s critical thinking ability is higher than the Hong Kong and Macao of minors. The Hong Kong and Macao minors ability weak main reasons are two aspects, on the one hand, the Hong Kong and Macao school education than on the development of thinking, but ignore the convergent thinking training; On the other hand is a complex social and political factors influence.
The return of Hong Kong to ago, western through some political group in Hong Kong, the use of publicity advantage and propaganda technology to the influence of two whole generations, is of course not required. Hong Kong and Macao native minors than thinking is stronger, performance clever active, but in social evaluation but only heavy results, not heavy process; Middle school students in school in the operations, to some sensitive political issues, and the Chinese education, is the Chinese culture and other social phenomenon evaluation, still have more than 60% of the people in the blind quoted in the mid 90 s before the old material and old ideas, even if these ideas have proved to be wrong! This shows, lack of critical thinking, only can make a person to follow, and it is often associated with the prejudice, additional ideas and media stereotype consciousness. Therefore, we should strengthen the cultivation of the minors, critical thinking, and through the training its critical thinking, improve their ability to identify and cultural quality. [11]
Second, the Chinese mainland cartoon industry in Hong Kong, Macao and Taiwan to the influence of the minors (a) in Hong Kong, Macao and Taiwan cartoon industry development.
In Hong Kong, Macao and Taiwan in the animation industry, Taiwan development in front, because the market is the earliest animation Europe and put in Taiwan processing. With the opening of the mainland, Taiwan animation company also large migration inland, make of the mainland’s animation employees increase, for China’s animation business have laid a good foundation. Hong Kong’s animation production has the certain difficulty, but the Hong Kong market system should be the most mature, it in the creative talents, idea of writing, investment mechanism and management operation ways than the mainland lead. The professor, such as McDull cartoon figures has swept the world, martial arts, as a representative of the dim sum comic unique, all over the world. Hong Kong anime not only in Hong Kong has a huge audience group, cartoon festival every year reached record high turnout in the mainland also extremely popular, have been well received. Can say, Hong Kong is the mainland anime enterprise side teacher. [12] and the area is small, although less population, market is small, but back to the motherland, facing asean, the European Union and the portuguese-speaking countries and huge market, coupled with the current macau economic prosperity, the public security is good, for the development of cultural industry provide precious opportunity, macau will become China and Chinese cartoon important window. To participate in the sixth China international cartoon section of the macau anime culture industry association XuMingDa introduced said, according to the macau SAR government in a new policy address, the economy will moderate diversity, and animation industry will be a focus of the economic diversification. To this, the central government has also given a great support.
Macau will be building a series of large cartoon industry brand activities, such as the macau international cartoon festival, cartoon industry BBS etc, and China international cartoon festival and the mainland anime exhibition strengthen cooperation and jointly promote the mainland Chinese cartoon “go out”. [13]
(2) the Chinese mainland cartoon industry in Hong Kong, Macao and Taiwan to the influence of minors.
Hong Kong, Macao and Taiwan regions of the population structure, ninety percent more than half is a Chinese, they have a common cultural background, pursuing a consistent thought and behavior patterns. In recent years, Chinese culture than the colonial times get unprecedented attention and the enhancement, the training of minors and the strengthening Chinese ideology. Although Hong Kong, Macao and Taiwan regions are popular a variety of languages, the local radio, television, and still to promote mandarin, and generally understand mandarin. This product in the mainland, Hong Kong, Macao and Taiwan regions in the cartoon paving the way to promote.
Domestic original series TV animation “pleasant goat and ash too Wolf”, since June 2005 after launch, gradually in about 50 home television hits, the highest ratings of 17. 3%, considerably more than the broadcast time overseas cartoon. Meanwhile, the film in Hong Kong, Taiwan and Macao, southeast Asia and other countries and regions also very popular, the cartoon image “pleasant goat” and “grey too Wolf” also deep influence on the Hong Kong, Macao and Taiwan regions of the children.
Anime culture for minors to shape the new cultural environment. The art of animation ontology of quality is the realistic situation of the reality experience, that is, the moving between reality and illusion, is a symbol production, which attract particular age paragraph the specific cultural need to audiences. Minor of growth period full of anxiety and insecurity, small and be dominated, from family and many kinds of social “taboo” constitute a minor action and emotional over power, forming a minor “socialization” process of the psychological pressure. In Hong Kong, Macao and Taiwan minors to body and mind development and cognitive structure and the mainland different. In front of us by minors from Hong Kong, Macao and Taiwan in the cultural environment and its culture psychological structure analysis shows that for historical reasons they are in the cultural environment is more complex, they are no longer pure joy, carefree, need more psychological constraints of energy “release”, need through the anime form “public space” in Hong Kong, Macao and Taiwan to minors understand, communication, experience of psychological adaptation of space.
Perhaps in adults in the eyes of the practical value of the animation is no “than reality” of the fantasy “, but it is the basic spirit of minors world important growth power; Submerged in practical reason of traditional education standards of infinite originality and vivid emotion, is a minor health of body and mind the meaning of growth mechanism; Through the world watch anime, look forward to and simulation of adult life, also is the growth of minors to overtake pursuit. According to Hong Kong, Macao and Taiwan regions minors different value pursuit, in mainland China in the original cartoon works should be reflected in the value of their identity, human survival of the process is also the survival significance and value of ask process, Hong Kong, Macao and Taiwan regions minors is the growing process of learning and thinking by watching by the process of existence value, at this stage they come into contact with all affect the value and value system formation. [14] have never read children to youth to adult age growth course is social core value system construction on a daily basis and eventually entrenched process. Animation is the core values of the formation of the important social channels, the cartoon audience life values enormous influence. Therefore, the Chinese mainland anime shouldering the important historical mission.
Although minor right from wrong ability is very weak, but they can still according to their own cultural background and experience value of anime and manga interpretation self. And in the cartoon works of the ideology of the message content interpretation may be the audience to build. Especially in social thought active unprecedentedly, values increasingly diverse and Hong Kong, Macao and Taiwan regions cross-cultural environment background, animation industry in mainland China faces a more important task, which is in the animation in the original well “cultural identity and cultural assimilation and cultural fusion” work. At the same time, also to the Chinese mainland cartoon works put forward higher request. Anime creator should have in intercultural consciousness and the high sensitivity, be good at applying cross-cultural communication technology, the breakthrough intercultural communication obstacles, let Hong Kong, Macao and Taiwan regions minors easier to understand and accept works message and ideas.
The so-called green agriculture, it is to point to to production and processing and sales of green food to the axis of the agricultural production and operation mode. At present, the positive development of green agriculture, has become the strategic measures to meet the international challenges. At the same time, the development of green agriculture is to maintain sustainable development, protect the environment needs. “Black agriculture” the management way often highly dependent on large agricultural machinery and implement, chemical fertilizers, pesticides, not only consumed a lot of non-renewable resources, also leads to soil erosion, air and water pollution effect. And the green agriculture development may be fundamentally solve these problems. Green agriculture to “green environment”, “green technology” and “green products” as the main body, make relying too much on chemical fertilizers, pesticides chemical agriculture to rely mainly on the biological mechanism of ecological agriculture to change.
Green agriculture is the generalized “top”, including: green agriculture, white agriculture, blue, black agriculture, agricultural fungi agriculture, agricultural facilities, gardening agriculture, tourism agriculture, environmental protection agriculture, agricultural information, etc. In the specific application we generally will “expanded”, namely pollution-free agricultural products, green food and organic food, known collectively as the green agriculture. After joining the WTO, international market for agricultural products of high grade, high quality, excellent varieties and avirulent and harmless pollution-free requirements, China must go green agriculture development way.
Human development of environmental damage make people realize the importance of sustainable development. We must base on China’s national conditions, practical and world agriculture development community, with the development of economy and environment with green agriculture enhance China agriculture strengths.
Our country agriculture in natural resources has inestimable advantage, our country agricultural natural resources have diverse characteristics: from north to south over nine heat belt, the region is vast, mountainous, grassland, biological resources more variety, variety, especially in the Midwest in northeast, northwest, southwest, green more resources, for the development of all kinds of characteristics of green agricultural products have created favorable conditions.
Our country agriculture in human, material also it has certain features: China’s farmers after thousands of years accumulate, has the rich and intensive cultivation technology and green agriculture traditional basis; China labor resource is rich, and the price is low, but the development of labor-intensive and technology-intensive value of combining big green agricultural products; Most of the region is damaged, but in low industrial pollution or did not reach the but irreversible chemical poisoning point; China has one thousand food cooking, the Chinese medicine history, history of health history and traditional green food diversity.
The Midwest green agriculture in the rapid rise, green, deep processing of agricultural product, machining, environmental protection and ecological industry second and third industry is developing rapidly. The eastern region technology, talent, capital and the west green resource, and the combination of the rapid development of green agriculture and agricultural products export the depiction of integration base. Countries in traffic, electric power, communications infrastructure investment for the development of green agriculture have created favorable conditions.
Especially government proposed the new countryside construction and development direction, to the rural infrastructure construction investment increase, thus improving overall rural living environment improvement, education and quality education double input, can cause a series of economic and life changing. So, this is the agricultural industrial structure change of great opportunity once in a blue moon.
At present China agricultural productivity has greatly improved, many agricultural surplus began to appear, the government attached great importance to environmental protection, the latter the development of agriculture, farmer’s quality consciousness and environmental awareness has also greatly enhanced, develop green agriculture are the basic conditions of also already has. In the early 1980 s so far, the country develops the ecological environment protection and management policies and measures. 1998 years and issued a “national ecological environment construction planning”, the parts of goods and food has started green marks and environmental labeling system.
