Status Quo and Countermeasures of Sustainable Development for Zhenjiang Wanshan Hongbian Modern Agricultural Science Park

Weizhong LIU1*, Junpeng REN1, Zhijuan WANG

1. Zhenjiang Institute of Agricultural Sciences in Hilly Areas of Jiangsu Province, Jurong 212400, China; 2. Zhenjiang Wanshan Hongbian Agricultural Park, Jurong 212400, China

Abstract In this paper, status quo of development in Zhenjiang Wanshan Hongbian Modern Agricultural Science Park is studied, and some problems are pointed out, such as unreasonable staffing structure and weak self- financing ability. Talent introduction strategy and branding and standardization strategy are proposed, and financing channels should be widened. Meanwhile, agricultural production structure should be adjusted, and science and technology services should be promoted. The research aims to provide the reference for sustainable development of similar modern agricultural science park in China.

Key words Zhenjiang Wanshan Hongbian Modern Agricultural Science Park, Sustainable development, Status quo, Countermeasures

1 Introduction

Zhenjiang Wanshan Hongbian Modern Agricultural Science Park was established in 1994, and it is scientific and technological type of independent corporate enterprise[1]. It is located in Jurong of Jiangsu Province, and borders Zhenjiang in the north, Danyang in the east, Jintan in the south, and Nanjing in the west. Its traffic is convenient, and it is closely linked to urban core and surrounding areas. The park has typical hilly features, and most of the planned land is gentle sloping land below 15°. It is in the core of Ningbo-Zhenjiang-Yangzhou hills and is part of the Yangtze River Delta metropolitan economic zone. Unique location and production conditions are its advantages in developing modern agriculture. In 2008, it was recognized as "Jiangsu modern agricultural science and technology park" by Jiangsu Science and Technology Department.

2 General situation of operation

Zhenjiang Wanshan Hongbian Modern Agricultural Science Park is devoted to the research, demonstration and promotion of new varieties, new models and new technologies of fresh fruits in season, and there are five science and technology parks, with 200 ha of area. Its registered trademark is "Wanshan Hongbian", which is "famous trademark of Jiangsu Province" and "famous trademark of China". Since its establishment, more than 70 papers have been issued, and 19 provincial and municipal standards are made, and 69 patents are authorized. Moreover, it is recognized as core area of national agricultural science and technology demonstration park, and possesses three platforms: "business base of national science and technology ombudsman" and "Xingchuang Tiandi of Jurong economic forest and fruit" recognized by Ministry of Science and Technology and "Jurong economic forest and fruit industry branch" recognized by Jiangsu Science and Technology Department.

At present, there are 16 professional scientific researchers, in which undergraduate accounts for 75%, while postgraduate occupies 56%. By relying on three platforms, integrating technology, talent and information in higher education institutions, facing new innovative entrepreneurs, such as science and technology commissioner, college students, returning migrant workers, and family farm, multifunctional and comprehensive entrepreneurship service platform integrating scientific and technological demonstration, technological integration, transformation of scientific and technological achievements, and entrepreneurship and innovation into one provides the conditions for developing local characteristic agriculture, logistics industry, tourism industry and service industry, and promotes the integration of primary, secondary and tertiary industry. Nowadays, the park has developed into a medium of teamwork and technical exchange, and also an important way to improve the professional level of scientific and technological personnel[2].

3 Existing problems

Via the development for more than 20 years, development prospects of the park in all aspects are good, especially scientific and technological services. Due to long construction time, management manner is no longer applicable to the current development model and has become obstacle factor. Moreover, there is no sufficient referential experience, and its sustainable development still has many problems.

3.1 Unreasonable staffing structureThere lacks marketing personnel, while sale link is the lifeblood of enterprise survival and development and the most direct and effective way for increasing economic benefits of enterprises. Even if the park has advanced agricultural scientific research technology, pollution- free high- quality fruit, and well- known brand popularity, if the fruit can only stay in the field, it is only in vain. Skilled workers in the field are insufficient, with strong mobility. There is 200 ha of self- operated base, and planting area of fresh fruits in season is about 80%. There is a large demand for field workers, but field workers in 60-70 years old account for 80%. Moreover, most of them are women, with lower culture level. It directly causes low production efficiency. There is lack of leaders with professional theoretical knowledge and technical competence, and they are mainly responsible for arranging and teaching the field workers practical operations. Due to special property, the imported personnel are not entitled to staffing treatment, causing the loss of technical personnel with professional qualities and skills, and it also restricts promotion of human resource ability in the park. At present, production and operation status of the park has evolved into the situation of "high labor cost, low production efficiency, yield and economic benefit", finally causing that sustainable development capacity gradually weakens.

3.2 Weak self- financing ability

3.2.1Weak government investment intensity. A large amount of infrastructure construction funds, maintenance funds, variety introduction funds, scientific research and test funds, upgrade funds and other costs are needed in the park every year. It is difficult to meet this expenditure by relying solely on its own operating income, and it has begun to exceed its income. But the government’s support in this respect is not strong enough.

3.2.2Not smooth enterprise investment channel. Due to special property in the park, externally successful businesses or businessmen cannot invest capital. Government does not propose solution scheme for the interest relation between state- owned capital and private capital and how to realize maximizing the benefits of both. Finally, it causes that the park is failure to absorb capital from successful enterprises.

3.2.3High independent cost of project declaration. Project funds become one of the important channels of financing. But with requirements for project declaration become stricter, especially contents of declaration and supporting funds, the declaration of project funds also faces many challenges. A large amount of scientific research funds must be invested every year, and scientific research experiments must be carried out, which could obtain the first scientific research achievements in China. Moreover, enterprises need self- financing of supporting project, which increases independent cost.

3.2.4Not preferential bank loan policy. Preferential degree of loan policy in each bank at agricultural development aspect is not large. If bank loan is applied, the benefits do not necessarily pay the interest on the loan, and this invisibly also increases the pressure of operation. Due to weak self- financing ability, it causes shortage of funds, and the plan of upgrading and transforming the park is on hold, and demonstration and extension of science and technology services slow down, causing farmer loss. Moreover, the investment on deep processing of agricultural products is seriously insufficient, and benefit of the added value is not obvious, causing lower production benefit in the park, and finally affecting sustainable development of the park.

3.3 Insignificant fruit price advantageAccording to the requirements of green food, production model of in- season fresh fruits in the park uses production management and pest control methods of biological pesticides, organic fertilizers and insecticide lamps, and eliminates the use of chemical drugs such as cyclamate and ripening agent. It affects appearance, taste and marketing time of fruits, and production cost increases. But most consumers are more interested in price, and tend to buy low- priced products. It is also main cause for that high- quality fresh fruits in season can’t be priced well. The park has high production cost, and high- quality fresh fruits in season can’t be priced well, causing that economic benefit reduces sharply.

3.4 Insignificant added value of fruitFresh fruits in season are planted in the park, such as grape, peach, pear, strawberry, loquat, mulberry and persimmon, which realizes annual supply of fruits. However, the pressure is still high by relying solely on fresh fruit sales. Additionally, fresh fruits in season are not easy to preserve and transport, especially in July-September, causing that fruit overstock and rot and benefit decrease.

4 Countermeasures of sustainable development in Zhenjiang Wanshan Hongbian Modern Agricultural Science Park

4.1 Implementing talent introduction strategyBased on whole development planning of the park, it should comprehensively consider demand for professional talents in the process of "management-research-production-sell", formulate and implement a new mechanism for selecting and employing persons, and introduce talents via multiple channels, thereby adding new strength to the front line of field production. On the one hand, it should cooperate with colleges and universities to look for suitable and interested graduates of related majors. On the other hand, it should cooperate with scientific research institutes to search for a professional and technical leader. Additionally, it could join in job fairs to select laid- off workers with high school education under 50 years of age. Introduction of marketing staff should select experienced personnel, and experienced marketers know how to maintain old customers, develop new customers, and expand sales channels,etc. Whatever the approach, newly introduced talent needs to be younger, and has certain cultural quality and professional skills, and it must be established on providing certain welfare guarantee.

4.2 Widening financing channels and enhancing financing ability

4.2.1Rationally and efficiently using project funds. Project funds are mainly used for purchase of basic facilities and scientific research equipment, implementation of scientific research experiment, science and technology service training and maintenance of science and technology service platform. It should strictly control purchasing procedure, especially purchase of park infrastructure and large- scale scientific research equipment, and it must do a good job in bidding.

4.2.2Paying attention to bank loan policy and seeking cooperation opportunities. It should closely contact with major banks, closely concern release of information on agricultural preferential policies, seek cooperative relationship, and strive for an early opening of this financing channel.

4.2.3Creating more social benefits by financing capital. It should actively seek cooperative relationship, carry out scientific research experiment, and improve scientific research ability, thereby obtaining new achievements in scientific research, declaring scientific research projects and striving for project funds. It should upgrade agricultural science and technology park, play radiation effect, drive agricultural development in the peripheral and local areas, and actively carry out scientific and technological services, thereby creating more social benefits.

4.3 Implementing branding and standardization strategy

4.3.1Guiding and changing traditional consumption concept. Via participation in exhibitions, publicity brochures, and on- site explanations by professionals, it propagates and guides consumers to understand safety production consciousness of pollution- free high- quality fruits, thereby bringing high- quality fruit products to consumers.

4.3.2Promoting and implementing brand strategy. Via multimedia (website and TV advertising) and printed media (newspapers and brochures), it should vigorously publicize "Wanshan Hongbian" brand, and make it famous in the market. It should actively maintain popularity of "Wanshan Hongbian" brand, promote trademark image, strictly control quality of fruit, eliminate "selling seconds at best quality prices", and strictly crack down on counterfeiting incidents that damage the image of trademarks.

4.3.3Strictly controlling the link of "production-deposition-sell". It should standardize field production process, re- plan production standards, and carry out demonstration and promotion by combining scientific and technological services. It should select qualified suppliers and establish good marketing system with them, to achieve win- win situation. Sales channels should be widened, and electronic commerce should be introduced, and sales should be conducted through internet and mobile phone.

4.4 Adjusting agricultural production structure and promoting economic benefits

4.4.1Developing three- dimensional cultivation model. Fruit-grass-livestock three- dimensional cultivation model should be implemented on limited land. On the basis of saving production land area, it not only increases economic benefit by decreasing production input but also promotes circular development of agriculture.

4.4.2Cultivating, producing and selling high- efficiency and high- quality products. On the basis of introducing and screening new varieties of fresh fruits in season, it should increase independent R&D force, and cultivate high- efficiency and high- quality new variety, to increase economic benefits.

4.4.3Prolonging fruit industry chain. The added value of fresh fruits in season should be mined, to solve the difficult problem that fresh fruit is difficult to sell all. It should search for qualified finished factories to negotiate cooperation and increase economic benefits.

4.4.4Vigorously developing leisure and sightseeing agriculture. It should use in- season fresh fruits industry as the feature, perfect infrastructure supporting facilities of tourism, increase tourism and leisure services, and successfully fuse primary, secondary and tertiary industry, to increase economic benefit.

4.5 Impelling sustainable development of science and technology services

4.5.1Carrying out paid services and increasing revenue- generating capacity. On the one hand, the park continues to provide free services to farmers through theoretical training and technical guidance, and cultivates a group of planting experts to become "farmer experts" to answer questions. On the other hand, the park cooperates with enterprises. The park could provide reference opinions on layout planning and service guidance of fruit tree cultivation techniques for enterprises lacking experience of agricultural park construction, becomes its technical support unit, obtains corresponding technical service fee, and increases income- generating capacity. Additionally, project mechanism should be introduced. Within the scope of project implementation, it should actively implement government purchase services, and decrease self- training cost expenditure. Finally, the park should cooperate with agricultural department. The park could cooperate with agricultural departments such as the agricultural commission and the agricultural service center, and carry out training as the third- party training institution. It not only avoids costs in the training process but also obtains certain training fee, which increases economic benefit to a certain degree.

4.5.2Introducing and cultivating a batch of professional technicians in science and technology service. It should introduce professional technical personnel, invite famous experts on other fruit trees planting at home and abroad, select young professional technicians with rich experience or strong learning ability, and "go out" to learn by participating in academic exchanges, site observations and training of planting skills.

4.5.3Regulating service manner and improving service quality based on farmer’s requirements. Service scheme should be made according to farmers’ actual needs, and training manner should be transformed, and skills training should be conducted by surrounding farmers’ actual production and business needs[3]. It not only improves actual application effect of science and technology services but also flexibly regulates service time, and decreases unnecessary expenditure on science and technology service cost. It should carry out technical guidance by relying on three platforms: "business base of national science and technology ombudsman", "Xingchuang Tiandi of Jurong economic forest and fruit" and "Jurong economic forest and fruit industry branch".