【正文】 摘 要論文從農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營內(nèi)涵以及我國農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營背景和發(fā)展趨勢出發(fā)，通過對桐鄉(xiāng)市杭白菊生產(chǎn)基地、加工型農(nóng)業(yè)龍頭企業(yè)的實地調(diào)查，分析了目前桐鄉(xiāng)市杭白菊產(chǎn)業(yè)化經(jīng)營所面臨的問題，探討實現(xiàn)杭白菊產(chǎn)業(yè)化經(jīng)營的主要對策。論文的主要研究成果主要包括以下幾個方面：ェ、本文分析了新形勢下農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營的內(nèi)涵、特征和加快農(nóng)業(yè)產(chǎn)業(yè)化發(fā)展的意義，討論了中國農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營的歷史背景、發(fā)展歷程、現(xiàn)狀，判斷了今后農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營發(fā)展趨勢。論文從桐鄉(xiāng)近年來農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營的實踐著手，對桐鄉(xiāng)農(nóng)業(yè)產(chǎn)業(yè)化現(xiàn)狀進行了分析，主要歸納為：（1)優(yōu)勢農(nóng)產(chǎn)品基地建設步伐加快，農(nóng)業(yè)區(qū)域化化布局初步形成。（2)龍頭企業(yè)規(guī)模不斷擴大，輻射帶動能力不斷增強。（3)農(nóng)產(chǎn)品流通領域經(jīng)營主體不斷壯大/農(nóng)產(chǎn)品銷售網(wǎng)絡逐步健全。(4)外向型農(nóng)業(yè)快速發(fā)展，農(nóng)產(chǎn)品接軌上海有了良好的起步。以上農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營取得的成效為加快杭白菊區(qū)域化布局，提升行業(yè)層次，推進杭白菊產(chǎn)業(yè)化經(jīng)營創(chuàng)造有利條件。論文對杭白菊的種植歷史、生產(chǎn)條件、藥用價值、品種資源等基本概況做了簡要分析，提出在大力發(fā)展高效生態(tài)農(nóng)業(yè)的背景下，杭白菊做為桐鄉(xiāng)特色優(yōu)勢農(nóng)產(chǎn)品，呈良好的發(fā)展態(tài)勢，主要表現(xiàn)為以下特點：政府加大政策扶持力度；種植面積穩(wěn)定增長，單產(chǎn)提高；建立了杭白菊標準化體系：實施無公害農(nóng)業(yè)標準化生產(chǎn)技術(shù)，大力推廣應用優(yōu)質(zhì)品種；區(qū)域化布局初具規(guī)模；產(chǎn)業(yè)化經(jīng)營步伐加快：企業(yè)加大技改力度，積極開發(fā)新產(chǎn)品；杭白菊消費市場擴大，市場前景廣闊。另外，以桐鄉(xiāng)市新和保健品有限公司為案例杭白菊產(chǎn)業(yè)化經(jīng)營實踐進行分析。通過杭白菊生產(chǎn)、加工現(xiàn)狀，以及產(chǎn)品的市場需求、市場競爭能力和市場潛力分析，總結(jié)出杭白菊在今后一段時期內(nèi)發(fā)展趨勢：（1)種植面積將繼續(xù)穩(wěn)步增長，區(qū)域化種植更加凸現(xiàn)；（2)生產(chǎn)技術(shù)標準化，種植品種優(yōu)質(zhì)化；（3)農(nóng)企緊密型的產(chǎn)加銷一體化經(jīng)營成為主流；（4)企業(yè)規(guī)模不斷壯大，現(xiàn)代加工工藝發(fā)展加快，產(chǎn)品質(zhì)量檔次提高；（5新產(chǎn)品開發(fā)步伐加快；（6)市場競爭優(yōu)勢明顯，產(chǎn)業(yè)鏈延伸。作者通過對杭白菊生產(chǎn)基地、種植農(nóng)戶、農(nóng)業(yè)龍頭企業(yè)調(diào)查認為，目前杭白菊產(chǎn)業(yè)化經(jīng)營存在種植面積停滯不前、農(nóng)民質(zhì)量品牌意識談薄、產(chǎn)品標準化程度較低、企業(yè)加工能力不足、綜合利用水平較低等問題。作者認為針對桐鄉(xiāng)市杭白菊產(chǎn)業(yè)化經(jīng)營所面臨的主要問題，提出加快區(qū)域化布局，推進標準化、規(guī)范化生產(chǎn)；加大農(nóng)業(yè)科技創(chuàng)新和技術(shù)推廣力度；培育壯大農(nóng)業(yè)龍頭企業(yè)，增強帶動農(nóng)戶能力；開展杭白菊綜合利用，提高產(chǎn)品檔次與附加值的措施。關(guān)鍵詞：杭白菊；農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營：存在問題與發(fā)展對策43 / 40AbstractAccording to the concept of agricultural industrialized managementas well as the background and development tendency of our country’sagricultural industrialization operation, the author investigated theproduction base and the leading processing enterprises ofChrysanthemum Morifolium in Tongxiang County，and analyzed theproblems Chrysanthemum Morifolium industry management facedpresently. After that the main countermeasures to implement theindustrialization management of Chrysanthemum Morifolium were putforward in present paper.The main results of our study are as follows:1 ? This article elaborated the connotation^ characteristics, organizationform of the agricultural industrialized management and its significanceunder the new situation^ analyzed historical background，development,present situation of the Chinese agriculture industrialized management, andmade clear the development tendency about the future agriculturalindustrialization management2. According to the agricultural industry management practice ofTongxiang in recent years, the paper analyzed the current situation ofagricultural industrialization in Tongxiang County, which mainlyincluded (1) the construct step of the superiority produce base accelerated,agricultural regional layout preliminarily came into being。 (2) the strengthof leading corporation kept on increasing and its leading role becamemore important。 (3) the management mainbody in the product circulationunceasingly expanded, the product selling network was gradually perfect。(4) the extroversion agriculture developed quickly，the rail connection toShanghai market was good for the product selling. As abovementioned,the effect of the agricultural industrialization management would bebenefit for accelerating the regional layout，promoting professional leveland advancing industrialization management of ChrysanthemumMorifolium.3. The brief introduction of planting history, cultivation condition,medical value and variety resources has been given in the paper. Underthe background of rapidly developing effectively ecological agriculture,Chrysanthemum Morifolium that was a characteristic agricultural productin Tongxiang county exhibited good developing tendency，as follows: theplanting area and per unit area yield stable expanded, for theenhancement of government policy support。 the pollutionfreestandardization techniques of Chrysanthemum Mori folium wasimplemented，high quality varieties were widely extended。 regionallalyout was primary formed。 the industry management and technologicalimprovement of enterprise were accelerating, new products weredeveloped，so Chrysanthemum Morifolium market would have a broadprospect. Moreover, this paper took the Tongxiang county Xinhe healthyproduct limited pany as a case to perspective the industrializationmanagement practice of Chrysanthemum Morifolium.4. Based on the production analysis, the present processing situationas well as the product market demand, petition and potential ofChrysanthemum Morifolium^ its development tendency in the nextsection of times was concluded in the article: (1) The planting area kepton increasing, regional planting was generally formed (2) Productiontechnologies were standardized and the high quality varieties wereextended, (3) The integration management with production and selling oftightlyknit of peasant and enterprise would bee the mainstream. (4)The enterprise scale unceasingly was expanding，the modem processingcraft was improving，the product quality was enhancing. (5)The newproduct development was speeding up. (6) The market petitionadvantage was obvious and the industrial chain was extending.5. After investigating the production base, farmer，the agriculturalleading corporation of Chrysanthemum Morifolium, the authorsummarized that at present Chrysanthemum Morifolium planting areabogged down, quality brand consciousness of farmer was poor，theproduct standardization degree was lower, the enterprise process abilitywas insufficient^ the prehensive utilization level was low and so on.6. Aiming at the main problem the industry management ofChrysanthemum Morifolium in Tongxiang county facing，the authorproposed to accelerating the regional layout and promoting theproduction standardization。 increasing the agricultural science andtechnology innovation and extension。 cultivating and expanding theagricultural leading enterprise, enhancing the ability to leading farmers。developing the prehensive utilization of Chrysanthemum Morifolium,enhancing the product quality and the attachment value.Keywords: Chrysanthemum Morifolium， Agriculturalindustrialization management，Development measures.致謝本研究是在浙江大學農(nóng)業(yè)與生物技術(shù)學院博士黃沖平副教授和桐鄉(xiāng)市農(nóng)業(yè)技術(shù)推廣服務中心副