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With the economic globalization and intense competition, more corporations increasingly pay attention to creating and maintaining the competitive advantages. It is proved that the competitive advantages mainly origin from the corporations’ better abilities, compared with their competitors, in each activity and link. However, both the low ability of creating industry chain value and the irrational distribution of value resist the enhancement of competitive power in Chinese seeds industry. Therefore, this thesis researches on the value factors and structures of Chinese rape seeds theoretically and practically, by constructing the index system of creating seeds industry chain value and conducting concrete valuation, and provides seeds corporations with some references to enhance value creative ability and core competitive power.This thesis proposes the guidlines and procedures to probe the inscape of seeds value on the basis of industry chain value creation and growers’ behaviour theory. It analyses the value factors and elements demonstrably and elicits the basic elements of seeds total value according to the data of over 286 rape growers in major rape-producing areas, Hubei Province. On the conditions mentioned above, it interviews and surveys R&D corporations, agents and retailers who evaluate the contribution of each link in industry chain to each element of seeds and that of each seeds element to seeds total value according to the seeds inscape model and data. Then it concludes the contribution rate of each seeds element to seeds total value and provides reference data for standard interests distribution system of constructing rationally seeds industry chain.It draws some conclusions stated as following:1. The inscape of seeds value in rape industry mainly consists of internal core value, internal general value, brand, seeds appearance, advertising, technical service, among which the output factor of internal core value takes up the biggest proportion in seeds total value, followed by resistance, growth period and brand, and then by oil yield, seeds appearance, sales promotion, advertising, package, purchasing convenience which do not influence directly the output and income.2. The contribution of each value inscape evaluated by respondents of different levels in seeds industry chain does not differ much. The R&D corporations, manufacturers, agents and retailers believe that the internal core value, internal general value, seeds appearance, brand, advertising, service occupies 35.17%,18.13%,9.76%,14.23%, 8.80%,13.91% respectively in seeds total value. As a result, the sequence is value, brand, service, appearance, and advertising in order of importance. 3. The main contribution to internal core value is R&D and manufacture, whose contribution rates are 50.42% and 31.00%. It is true of the contribution to internal general value about 43.08% and 40.92%. The main contribution to appearance is manufacture which contributes 51.10%. The contributions of each section to brand are relatively average, all of which mean a lot to build brand. And the section of agents is a little higher about 31.97%. Service and manufacture, agents and retailers play an important role in advertising while R&D does not.The contribution rates of R&D, manufacture, agents and retailers in value creation of rape industry chain are 33.70%,33.85%,17.63% and 14.82% respectively.This thesis puts forwards four suggestions based on these conclusions:1. We could intensify efforts to R&D section, optimize seeds quality, germination percentage, resistance and oil yield to improve the qualities that growers care about.2. We could attach importance to service, build agricultural service network as soon as possible and solve the problems during growing in order to turn the potential advantage into productivity.3. We could train growers in planting skills, propose scientific planting to improve planting efficiency and amplify the competitive and technological power of improved variety.4. We could design perfect brand strategies to establish unique brand image from the angle of quality.5. We could construct rational interests distribution system and encourage any enthusiasm of creation in each section.
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