Liancheng White Duck Industry Construction Plan

Planning background

Liancheng White Duck is a fine local breed carefully selected by the people of Liancheng. The main product is Liancheng County, which is included in the "Chinese Poultry Variety". In XX, the No. 130 document of the Ministry of Agriculture was re-promulgated as “one of the 78 national livestock and poultry species conservation varieties”. According to the "Fujian Province Livestock and Poultry Variety" variety formation in the narrative: In the Qing Dynasty Daoguang years, Tong Rongnan wrote "The Hurricane Emotion" records that the white ducks and the local ducks mating offspring, there are white and black points, The beauty of white enamel is classified as “treasures and tributes”. The existing Liancheng white ducks are characterized by black mouth, black feet and feather white, and are characterized by resistance to rough food, high egg production and strong adaptability. Because the duck is naturally raised, the main food is eaten in the earth, and the feeding period is long. Therefore, the duck soup is unique in taste, not greasy, the meat is delicate and mellow, and has certain medicinal functions. The local Chinese medicine guides the white duck to prevent pediatric measles. Hepatitis, dysentery, tuberculosis, unexplained low fever and high fever, irritability and insomnia. According to the "Ten Medicine God Book" printed by the Shanghai Jinzhang Bookstore in the Qing Dynasty, Liancheng White Duck has obvious auxiliary therapeutic effects on human body, long-term cough, hemoptysis and lung deficiency. Therefore, domestic poultry experts call it “excellent, rare local germplasm resources, and ducks in China”.
Liancheng white duck has the functions of clearing away heat and detoxifying, nourishing yin and reducing fire, opening sputum, and calming the nerves. Tested by a number of authoritative institutions, it is rich in 18 kinds of amino acids and 10 trace elements necessary for the human body, and the cholesterol content is extremely low. The duck is the only duck species found in China to have medicinal health effects, and is therefore known as the “national only medicinal duck”. More importantly, the duck is dominated by natural shepherd, staple food grains and wild water and vivid plants, and is regarded as a pollution-free green poultry product. With the improvement of people's living standards and the qualitative changes in food structure, Liancheng White Duck has become popular among consumers as a human health food and green food, and its sales are becoming more and more extensive. As China joins wto, Liancheng White Duck, which is a pure natural green health food, is bound to usher in a good opportunity to develop rapidly and enter the international market. Seriously doing Liancheng White Duck, a new economic and value-added emerging agricultural and auxiliary industry, can not only create a bright business card for Liancheng County and even the province's animal husbandry, but also has an important role in accelerating the process of Liancheng County farmers becoming rich and running a well-off society. Far-reaching significance.
The scale and sales volume of Liancheng white duck breeding has been increasing year by year. From 50,000 in 1995 to 1.5 million in XX, XX reached 2 million, XX reached 3 million, XX reached 5 million, and only 1.8 million white ducks were produced in XX years. More than 600 million yuan, at present, Liancheng County has established a Liancheng white duck original seed farm, three expansion fields, 12 white duck bases, with an annual output value of 170 million yuan. Liancheng white duck has become a local genetically stable and high-performance species after long-term natural and artificial selection. There are 240 families in 6 lines of the original core group, and the annual seedlings can be used for 5.5 million birds. It is now listed as “National Livestock and Poultry Breeding Resources Protection Field” by the Ministry of Agriculture. Nowadays, "to raise white ducks to get rich" and "to eat white ducks" have gradually become the consensus of people. At present, the sales market of Liancheng White Duck products is expanding, and it is sold to Dongguan, Shenzhen, Shantou, Chaozhou, Jiangxi Nanchang, Ji'an, Jiangsu Nanjing, Hebei Changde, Zhejiang Wenzhou, Tianjin, Shanghai and the province's large and medium-sized cities, most sold to Heilongjiang. In the Hulin area, many large and medium-sized cities such as Fuzhou, Xiamen and Longyan in the province have distribution points.
In the future, the development goal of Liancheng White Duck Industry is mainly to expand the product sales market. To achieve seed conservation, scale expansion and processing and development, while carefully doing a good job in germplasm selection, we will appropriately expand the scale of farming and grow at an annual growth rate of 500,000. By 2019, 200 demonstration farms with an annual output of more than 10,000 scales will be established in 10 key townships and towns in the county, which will drive thousands of households to raise and reach a scale of 5 million white ducks. On this basis, we will focus on the deep processing and development of Liancheng White Duck products and make the existing white duck slaughtering and processing plant in Dalian City. In product development, according to the different ages of white ducks, different grades of white duck processing products are produced to meet different types of consumer demand. Through the platform of Bailu processing factory, the ducks and ducks discarded over the years will be fully utilized. Developed, processed into different types of meat duck, packaged and divided meat products; old duck processed into soup-type products. In addition, the introduction of new technologies to do a good job in the deep processing and development of Liancheng white duck pharmacological efficacy products.
The purpose of this planning is to accelerate the development of white duck deep processing through the integration of system resources, expand the white duck product sales market, and achieve the purpose of attracting investment, so as to enlarge and strengthen the Liancheng white duck industry article.

Analysis of market demand After China joined wto, most of the supply and demand of agricultural products changed from the seller's market to the buyer's market. The people pursued safe consumption, healthy consumption, high-quality, pollution-free food, and green food. Liancheng White Duck is just a safe and pollution-free product that caters to people's consumption needs. It is popular among consumers and its sales are becoming more and more extensive.
1. The medicine and the meal have created the Liancheng white duck quite competitive in the domestic and foreign markets.
According to the investigation: At present, there are no water and poultry varieties with similar medicines and diets. According to the "Chinese variety", Liancheng white duck not only has a unique appearance, but also has a good taste of meat, delicate meat, and certain pharmacological effects. In today's pursuit of agricultural food safety, health, nutrition and health care, it can be seen in Lianchengbai. Ducks are particularly broad in the market for agricultural products.
2, regional specialty products create a market atmosphere Liancheng white duck is rich in nutrients and high medicinal value. After cooking, the soup tastes unique, the meat tastes delicious, it is not greasy and has no smell. The duck was regarded as a "treasure, tribute" in the Qing Dynasty. According to tests, Liancheng White Duck is rich in 17 kinds of amino acids and 10 kinds of trace elements. The cholesterol is extremely low, which has the functions of clearing away heat and detoxifying, nourishing yin and reducing fire, opening phlegm, calming the nerves, and appetizing and strengthening the spleen. Liancheng white duck has black mouth, black feet and white feathers. It requires clear water quality. The main feed is small movements and plants in the earth, forming a unique quality and feeding area.
3, the trend of pollution-free green poultry products Liancheng white ducks are mainly natural shepherd, staple food grains and wild water and vivid plants, is considered as pollution-free green poultry products. With the improvement of people's living standards and the qualitative changes in food structure, Liancheng White Duck has been popular among consumers as a human health food and green food, and has a wide market.

Liancheng White Duck Self Analysis
1. Advantages:

Liancheng White Duck's unique taste and high nutritional value have the functions of medicinal health such as heat-clearing and detoxifying, nourishing yin and reducing fire, sputum opening and sputum, and calming the nerves. This duck is the only medicinal health effect discovered so far in China. The duck species is thus known as "the only medicinal duck in the country". It is regarded as a treasure in the ducks and is known as the “national quintessence of ducks”. Enriched with 18 essential amino acids and 10 trace elements, the cholesterol content is extremely low. The duck is mainly natural shepherd, the staple food grains and wild water and vivid plants are regarded as pollution-free green poultry products. In XX, Liancheng White Duck was rated as “Green Consumer Recommended Product” by the Provincial Consumer Council.
2, support points:

With the improvement of people's living standards and the qualitative changes in food structure, Liancheng White Duck, as a human health food and green food, meets the consumer demand for safe consumption, healthy consumption, high-quality, pollution-free food, and green food. Great market prospects. Liancheng white duck original seed farm, strong technical force. With senior researchers, senior livestock priests and other professional and technical personnel, he has rich practical experience and the ability to breed ducks, seedlings, and after-sales technical services. Liancheng White Duck has successively won a series of honors: in 1999, it was praised by the national poultry experts as “excellent and rare local germplasm resources and the national quintessence of ducks”; in XX, the Ministry of Agriculture announced on the 13th that Liancheng White Duck was included in the national animal. List of poultry species resource protection; in May XX, Liancheng County was named "China Liancheng White Duck Town" by China National Poultry Industry Association, Liancheng White Duck was recognized as "China International Agricultural Expo Famous Brand Product", and XX Liancheng White Duck was XX The Consumer Council is rated as “Green Consumer Recommended Products”. It is concerned and valued by governments at all levels and the competent departments of the state, provinces and municipalities.
Fourth, the construction of the white duck industry hinders the analysis of the inconvenience of living storage and transportation;
Series products have not been developed;
Product processing bottleneck has not yet broken through;
The sales channel is not perfect.
V. The necessity of industrial construction strategy industry construction:
Liancheng White Duck is the only waterfowl breed discovered by China in the past. It is well-known in the national poultry industry and is listed as a national-level protected variety. Today, China’s accession to the WTO has led to the development of large-scale varieties of waterfowl and more varieties of eggs. Only the same medicines, meat and eggs, and unique Liancheng white ducks are restricted by geographical, historical and economic factors. The development progress is slow and has become a hot commodity in today's market. Because of this, there are two major problems at present: First, the regional protection of products is facing a crisis. In XX, the first duck case in the country and the Jinling Wuzuo Duck in Nanjing was an example. Second, the development of Liancheng White Duck needs to be strengthened. Traditionally raised white ducks, spread to thousands of households, staple foods, animals and plants, need to clean water, slow growth, low economic efficiency, plus the invasion of ducks, the special effects of special varieties, the quality and output can not keep up. Requirements for development of the situation. In order to protect and improve the excellent germplasm resources of Liancheng White Duck, improve the competitiveness of domestic waterfowl products and domestic and foreign markets, establish a system of improved varieties, standardize feeding management, unify product standards, expand the market, and strive for maximum scale benefits. The implementation of the production, processing and export industrialization of Liancheng White Duck is imperative.

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Liancheng White Duck Industry is a sustainable development industry. China has joined the WTO, which will bring a great historical opportunity for China's special duck industry. Liancheng White Duck, a special-purpose duck species, is only available in China, so it is a sustainable commodity with great business opportunities in the international market. Liancheng White Duck complies with the consumer trend of pursuing food nutrition, health care, and health and safety. Liancheng white duck grows in the beautiful mountains and mountains, making full use of natural Cordyceps, fish and shrimp to produce goods, is the ideal food for modern people's food nutrition, health and safety. At the same time, it can also meet the requirements of product quality at home and abroad, meet current and future consumption trends, and have a broad market space. The industrialization of Liancheng White Duck will provide a way out for rural surplus labor and greatly increase farmers' income. The health food processing industry, catering industry and down industry with Liancheng white duck as raw materials flourished. Providing a way out for the rural surplus labor, the breeding of the special Liancheng white duck specialized line will improve the economic value of Liancheng white duck, improve the production and market competitiveness of Liancheng white duck, and also greatly increase farmers' income.
Industry construction implementation strategy

The conservation and breeding of white ducks is the first technical factor for the increase of livestock production and the basis for the development of high-yield, high-quality and high-efficiency animal husbandry. In 1995, with the approval of the Fujian Provincial Department of Agriculture, the Liancheng White Duck Original Farm in Fujian Province was established, and the seed breeding and breeding work of Liancheng White Duck, which was listed as the object of livestock and poultry species conservation by the Ministry of Agriculture No. 130, was fully undertaken. At present, Liancheng County has established one Liancheng white duck original seed field and three expansion fields. It has also established 12 commodity production bases, forming a white duck production system of the original seed field-expansion field-commodity production base, forming a pagoda type. White duck industry chain. The white duck original farm covers an area of ​​60 mu, with reasonable layout, elegant environment, green grass and constant water flow. It has established high standards of brooding, breeding and adult duck houses, breeding houses and modern hatcheries, various supporting facilities. Everything is available. The white duck original breeding field has strong technical force. It has many senior researchers, senior livestock priests and other professional technicians. It has rich practical experience and the ability to breed ducks, seedlings and after-sales technical services. Through the careful selection of purebred white ducks by professionals, from the scattered conservation to the establishment of the original seed field, investing a large amount of manpower, material resources and financial resources, using three years of breeding, the Liancheng white ducks increased the egg production by 41. After four years of breeding, the number of eggs laid by Liancheng White Duck in the third generation of the three generations increased from 229 to 270 compared with the zero generation.
Conservation and breeding is the key. Whether you can develop and grow this industry, you have to reserve a pipeline. After the breeding and breeding, the ducklings can be exported to other areas suitable for white duck growth and breeding, and the white duck breeding area can be expanded. In the process of transportation, there may be a phenomenon that fake ducks are filled with white ducks in the market. The mixed fish and dragons not only cause alienation and hybridization of white ducks, but also damage the reputation of white ducks. In response to this foreseeable phenomenon, Liancheng White Duck Co., Ltd. established a professional transportation team, which is responsible for the live transportation of white duck seedlings. For other areas, white duck farmers are given technical guidance in order to better engage in Dalian City White Duck. The industry, gathered in Liancheng white duck breeding large households, large marketing, breeding breeding technicians, the establishment of Liancheng White Duck Industry Association. The Association established the Mutual Aid Risk Protection Fund, which is used for members to find compensation for major losses caused by losses and other objective reasons during the breeding. At the same time, through the accumulation and rolling use of risk funds, members can support the development of production. At the same time, the association hired well-known poultry experts in the province as consultants and technical directors, and cooperated with the Chinese Academy of Agricultural Sciences and the Provincial Academy of Agricultural Sciences to carry out demonstration and promotion of high-quality duck breeding and meat quality control technology, and established 3,500 experimental demonstration bases. Regularly carry out technical training between Liancheng White Duck and technical exchanges between professional duck farmers, continuously improve scientific and technological content, reduce costs, improve quality, and increase income of white duck farmers.

Breeding of White Duck 1 Currently, Liancheng White Duck has established the original seed field. The original farm covers an area of ​​more than 60 acres, with high standards of the original population of duck houses, family breeding and determination, core group duck house, Yuchengshe and other six, but also built hatchery, laboratory, storage room and warehouse, Nearly XX square meters of distribution pump house and sewage treatment facilities, equipped with 7 sets of modern hatching and brooding facilities, and established two Liancheng white duck breeding varieties in Beituan Town and Wenheng Township. Liancheng White Duck original seed field water, The electrical facilities are complete, the roads are clean, the grass is shaded, and the environment is beautiful.
Precautions:
2 Ducks choose the choice of raising ducks

Above the national level of education, there is experience in raising ducks. The economy is in good condition and has strong fundraising capabilities. Honest, hardworking, good credit, no bad records. There are more than two stocking sites.
3 key technical links in the breeding process

Breeding and breeding of Liancheng white ducks and the uniformity of commodities are an important parameter for the scale production of this project. It can compensate for the loss of survival rate and the improvement of the qualified rate of goods due to insufficient other conditions. Based on this demand, the breeding of the original seed farm, the large egg breeds and the high fertilization rate are the hallmarks of this success.
Because it is a large-scale breeding, the seedlings used by the breeding professional households must be provided by the original seed field. The original seed field and expansion must be standardized and scientific, and the modern breeding theory should be fully utilized, combined with the local production practice, so that the production level of the breeding population is gradually Improve and promote standardized management techniques among farmers to ensure the smooth operation of the project.

Technical service Liancheng white ducks are mainly scattered in thousands of households. The fundamental difference between traditional farming methods and modern commodity production is that there is a certain concentration of large-scale farming. It is difficult to meet the project requirements to overcome the phenomenon that the level of science and technology of farmers is uneven and the farming experience is very different. The phenomenon of large differences in the grades of products produced is not subject to technical training, timely guidance, and the formulation of corresponding management norms.
Technical service is a two-way process. In addition to the technical staff, there is also a process accepted by the farmers. How to transfer the correct farming technology from the technical personnel to the farmers, and to do a lot of detailed work, only the majority of farmers have mastered the farming technology. In order to ensure the smooth implementation of the project.

Only when the feed is qualified, Liancheng White Duck products can reach the green food standard, and the products can enter the market smoothly. Therefore, it is necessary to use green food grade feed additives that meet international standards to promote the growth of white ducks, enhance disease resistance, and enable drug residues to comply with international and domestic regulations.
We promoted the full-price feed of the duckling stage, supplemented the full-price material in the middle stage, and grazing in the late stage to supplement the rice food. To improve the economic benefits of Liancheng white ducks, we should absorb the traditional farming experience and make full use of the local agricultural and sideline products waste and earth water and vivid plants, which not only reduces the cost of feed farming, but also improves the quality of white ducks.

The product processing process of the pollution-free Liancheng white duck product processing, after many processes, each process may have quality defects or product contamination. From a modern perspective, the pollution-free nature of products is a common concern of the people. Therefore, the safety monitoring of the production process, the real supervision of the whole process from the place of origin to the consumer is an important task to finally ensure the quality of production.
4 Must pay attention to the production process in the production process of agricultural products, feeding environment, investment products and aquaculture management are important factors affecting the safety of agricultural products.
?? Feeding environment
• The environment plays a decisive role in the safe production of agricultural foods. The unreasonable discharge of industrial "three wastes" will cause pollution of the atmosphere, water bodies, soils, animals and plants, resulting in unsafe food and food.
Agricultural input agricultural inputs include various agricultural production materials, such as veterinary drugs, seeds, feeds, etc. At present, the improper use of various inputs, especially veterinary drugs, will seriously affect the safety of agricultural products.
Production management In the production process of agricultural products, the methods of production management and the awareness of producers have an impact on the safety of agricultural products. Agricultural production and management companies do not strictly organize production and processing according to standards. Unscientific and rational use of agricultural inputs such as veterinary drugs and feeds and aquaculture water will result in excessive standards for agricultural products and veterinary drugs.
In the production phase, agricultural producers must control veterinary drugs and other chemical inputs, recognizing that water, soil, livestock and people may be potential sources of microbial contamination.
5 Other natural growth environment requirements for white duck farming areas:
It belongs to the central subtropical zone, warm in winter and cool in summer, and agroclimatic zone. The annual average temperature is about 18.9 °C. It has sufficient heat, abundant rainfall, four distinct seasons, and obvious monsoon. It has clear water source and high-quality mountain ecological environment. It belongs to six types of soil: red loam, purple soil, alluvial soil, paddy soil, rare earth and bentonite. Liancheng white ducks can only maintain their unique characteristics and values ​​if they grow in the above-mentioned special climate, landform, water and soil.
3. Deep processing of white duck:
Liancheng White Duck Co., Ltd. has established a production line of 8,000 single-shift slaughtered white ducks with an annual slaughter capacity of 5 million. Establish a 5,000-ton frozen plant and a processed food processing workshop of 6000 m2.
Establish and improve water, electricity, roads, sanitation and epidemic prevention, training, research and development, and living facilities. At present, the university has cooperated with Nanjing University, Luxi University and other universities to research and develop the medicinal functions of Liancheng White Duck, and jointly develop deep processing products such as white duck extract, pills, oral liquid, medicinal liquor and seasonings, and develop quick-frozen, microwave conditioning and preservation products. To enhance the added value of Liancheng White Duck.
Series product development
a, agricultural food:
The refrigerated white duck adopts technologies such as microwave dehydration, pre-sterilization treatment and nisin preservation treatment, which retains the unique medicinal value and health care effect of Liancheng White Duck and excellent flavor, taste and appearance quality. Make it a green food with strong competitiveness in the market. It is sold in the form of frozen and side dishes, mainly to food processing business places such as large and medium supermarkets, shopping malls, hotels, hotels, restaurants, automatic restaurants, hospitals, schools and other stores. The advantages of frozen foods: more nutritious than non-frozen foods, quality assurance, to meet consumer demand for taste and quality ingredients. It can reduce preparation time, dosage control, high quality, easy storage, long shelf life, strong supply capacity, stable price and low cost.
Packed fast-cooked white duck. With the accelerated pace of people's lives, people don't have much time to choose fresh foods, but choose fast-cooking foods to cook for themselves or to eat at restaurants. The fast-cooking white duck is catering to the consumer's consumption characteristics: fast, convenient, nutritious and high quality. Packaging fast-cooked white ducks should also pay attention to shelf life, packaging materials, storage temperature and so on.
Mainly exported to large and medium-sized supermarkets in cities.
Target consumer groups: housewives, office workers.
Packaging type classification: family, economical.
Egg series food:
One is: raw duck eggs, easy to break, should be very careful during transportation.
The second is: making salted duck eggs;
The third is: leather duck eggs;
Fourth is; egg rolls.
b, health products:

White duck nutrition oral liquid; White duck medicinal health oral liquid; according to different medicinal properties to make different effects oral liquid: cough, phlegm and blood stasis, blood, tonic, and help sleep. White Duck Health Pills: Qingre Jiedu Pills, Zhiwan Pills, Ningxin Anshen Pills, Appetizing Jianpi Pills.
Conditions for the development of health products: In response to different consumer needs in the market, health care experts and health product research specialists jointly develop research and health care oral liquids, health pills and other health products.
As a kind of health food, Baiya oral liquid should pay attention to the research and development after the research and development: the research and development of health medicines such as Baiya oral liquid, and the newly developed, newly discovered and newly introduced non-food habits or raw materials in the application of health food. It shall be examined in accordance with the relevant provisions of the Measures for the Administration of New Resources and Food Hygiene; those involving food additives shall be implemented in accordance with the relevant provisions of the Measures for the Administration of Sanitary Aspects of Food Additives; involving articles such as fungi, beneficial bacteria and other materials and national protection of animals and plants. It must be strictly implemented in accordance with the relevant regulations that have been issued. The registration of Baiya oral liquid health food is in compliance with the “Regulations on the Administration of Health Food Registration”.
Subsidiary File 1: Domestic Health Food Declaration Data Project:
Health food registration application form.
A copy of the applicant's ID card or a copy of the business license.
The search for the generic name of the health food to be registered and the generic name of the drug are not duplicated.
If the product brand name is a registered trademark, the trademark registration certificate file shall be provided.
Product development report.
Product formula and formula basis. The source and use of raw materials and excipients and the quality standards.
Test method for functional ingredients, content and efficacy ingredients.
Production process diagram and description and related research materials.
Product quality standards and drafting instructions.
Formulation and selection basis and quality standards of packaging materials that directly contact the product.
The inspection report issued by the inspection agency, including:
1. Test application form;
2. The signing notice of the inspection unit;
3. Safety toxicology test report;
4. Functional test report;
5. Doping control report;
6, efficacy component test report;
7. Stability test report;
8. Hygiene test report;
Product label, manual sample.
Other materials that contribute to product reviews.
2 pieces of unopened complete product or sample small package.
Note:
1. For applications for registration of products using fungi and probiotics as raw materials, relevant application materials should also be provided in accordance with relevant regulations.
2. The application for registration of products using wild animals and plants as restricted materials by the state shall also be provided by the raw material supplier to provide the certification documents and purchase and sales contracts issued by the relevant competent authorities of the government to permit the development and utilization of the raw materials.
3. The application for registration of nutrient supplements does not need to provide product development report and animal function evaluation test report and/or human food test report.
4. The function of the declaration is not within the scope of the function name announced by the State Food and Drug Administration. In addition to providing the above information according to the use of raw materials, the following information related to the new function must also be provided: Functional R&D report: including function name and Reasons and basis for application, functional evaluation methods and main evaluation indicators and basis, verification process of functional evaluation methods, and related test data, basic research and scientific literature, etc., among which functional evaluation methods, including principles of evaluation methods, Evaluation program, data processing and result judgment, preparation instructions, etc.; verification report issued by the inspection agency on the functional evaluation method of the reporting function.
5. The same applicant applies for registration of different dosage forms of the same product. If one of the dosage forms has been inspected in accordance with the regulations, and the inspection agency has issued an inspection report, the registration of other dosage forms may be exempted from functional and safety toxicity. A rigorous test, but a copy of the functional and safety toxicology test report that has been performed must be provided.
Matters needing attention in the processing chain: The pollution of agricultural products in the production and processing process is multi-faceted, and almost every production and processing link can cause microbial contamination of meat products. For example, in the process of slaughtering livestock and poultry, bacteria can easily enter the bloodstream through the digestive tract due to long-distance transportation or excessive fatigue. When slaughtered immediately without rest, there are bacteria invading the muscles and substantial organs; when peeling, it may be contaminated by the outside, causing microbial contamination on the surface of the carcass; when the internal organs are removed, the internal organs may cause cross-contamination; Flushing does not completely cause the growth of pathogenic bacteria; in the cooling stage, improper temperature can also cause the growth of pathogenic bacteria; in the final packaging stage, it will be contaminated by harmful chemicals in the packaging materials.
In addition, the use of additives in agricultural food processing also causes pollution to agricultural foods. Some chemically synthesized additives have certain toxicity and carcinogenicity and endanger human health. The food processing and transportation industry is a key part of assessing the potential hazards of food safety during food production and transportation, so measures must be taken to control these potential hazards.
4. Logistics distribution and sales channel monopoly store marketing: In the industry construction, transportation and sales is the most important link. The first three links are realized through the fourth link. At present, Liancheng White Duck has made some progress in sales, and has set up special sales points in Xiamen, Fuzhou and Quanzhou in large and medium-sized cities in the province.

Not only in the establishment of special points in the province, but also to expand to large and medium-sized cities outside the province, such as: Shenzhen, Guangzhou, Shanghai and other development economic centers to set up special points. Set up marketing centers in some large and medium-sized cities in the province to form a white duck sales association. The distribution center of Liancheng Bailu Duck Co., Ltd. was established and distributed by the company. The White Duck Consumers Association was established by Liancheng Bailu Duck Co., Ltd. The main responsibilities of the Consumer Association are as follows: Provide consumer information and consulting services to consumers. In order to help consumers correctly purchase and use goods, local consumer associations provide services to consumers in the form of publications or setting up counseling stations. Participate in the supervision and inspection of products and services by relevant administrative departments. The administrative departments of industry and commerce, technical supervision, health, standards, measurement, and price are obliged to participate in the supervision and inspection of goods and services. To report, inquire and make recommendations to the relevant administrative departments on issues concerning the legitimate rights and interests of consumers. In the supervision and inspection of goods and services, and the problems found in accepting consumer complaints, the consumer association shall promptly report to the relevant administrative department, inquire about the relevant matters, and suggest that the relevant administrative departments should resolve the matter as soon as possible. Accept complaints from consumers and investigate and mediate complaints. This is one of the most important responsibilities of the Consumer Association. If the complaint involves the quality of goods and services, it may be submitted to the appraisal department for identification. Consumer complaints often involve some product quality issues. In order to effectively resolve consumer complaints and distinguish responsibility, the consumer association has the right to request the relevant technical appraisal department to conduct the appraisal. The relevant appraisal department is obliged to make an assessment as soon as possible and inform the appraisal conclusion. Supporting the injured consumer to file a lawsuit for acts that harm the legitimate rights and interests of consumers. Consumers and operators are relatively weak, so it is necessary to get support from social organizations and groups. If the consumer's rights and interests are infringed, such as complaints, grievances, mediation, etc., the consumer associations, as social groups, support consumer litigation in accordance with the relevant principles of the National Law of the People's Republic of China, in order to safeguard the legitimate rights and interests of consumers. Acts that damage the legitimate rights and interests of consumers are exposed and criticized through the mass media. The mass media mainly refers to news media. Consumer associations should make full use of the news media to expose and criticize behaviors and units that harm the legitimate rights and interests of consumers, and strengthen the protection of consumers' legitimate rights and interests.
It is worth pointing out that the consumer association is a social organization. Unlike the administrative organs, it has no administrative coercive power, but relies on social forces to play a role in protecting consumer rights through mediation, supervision and social supervision.
Store management: All sales outlets and marketing center personnel must wear uniforms and wear uniforms for consumption identification, confirm the purchase of authentic Liancheng white ducks, so that consumers can buy them with confidence and eat comfortably. All packaged white ducks indicate the white duck cooking method, attach the product's serial code, free consultation phone, report fake phone calls, in order to protect the interests of consumers, while preventing counterfeiters from counterfeiting, and better combat counterfeit products. . Once verified, the company gave a certain thank-you reward to those who reported fake white duck products.
Circulation management:
? The field of agricultural food circulation includes transportation and storage. The consumer market is concentrated in cities, with many channels of circulation, small circulation, and long and short circulation routes. The circulation market has wholesale markets, retail markets, and sales outlets. The natural attributes and characteristics of agro-foods determine the following problems that may occur in the circulation. Agro-foods are contaminated by certain pathogenic microorganisms during circulation. These microorganisms grow and multiply under appropriate conditions and produce toxins at the same time. When people eat foods containing large amounts of live bacteria or toxins, they cause bacterial Digestive tract infections or toxins are absorbed into the human body and cause acute poisoning, resulting in biological pollution of agricultural products, among which bacteria, fungi and viruses are the main sources of pollution.
The methods and conditions for the storage, transportation and circulation of agricultural foods also have an impact on the safety of agricultural products. From the production and processing to the arrival of consumers, agro-foods must be transported using various means of transportation. In the process of transportation, microorganisms and chemical substances are often polluted due to violation of operational requirements. For example, transportation vehicles are not clean and seriously pollute agricultural products; or during transportation, packaging damage is contaminated by microorganisms and chemicals in dust and air.
• All links and personnel in the circulation of agricultural products have an impact on food safety. Therefore, Liancheng White Duck Co., Ltd. should be jointly responsible for the safety of agricultural products. Retail facilities, restaurants and other food sellers must know how to ensure proper hygiene methods and temperature control.
5, product promotion and public relations activities through the national and East China poultry fair, attended the industry development seminar, in the central, Fujian, Longyan and other television stations and more than 20 kinds of well-known newspapers and magazines across the country, print advertising, white production The duck webpage, especially in XX, and the Nanjing Animal Husbandry and Poultry Science Research Institute, played the Liancheng White Duck rights defense lawsuit, and was called “the first duck case in the world” by the news media. It has received much attention from the society and greatly enhanced the popularity of Liancheng White Duck.
Through the advertising of various media, the white duck brand has already gained a certain popularity. However, the propaganda and positioning is not enough. The white duck itself is a kind of green meat food. How to do the green marketing of white duck is the key. Liancheng Bailu Duck Co., Ltd. must establish the concept of green marketing, abandon old and conservative traditional marketing concepts, accept new green marketing ideas, and integrate green marketing into corporate culture to better protect the market competitiveness of enterprises. This concept of green marketing requires enterprises to take environmental protection awareness into their business decisions. When conducting marketing, they must consider not only the interests of enterprises but also the interests of consumers, but also the public interest and the impact on the environment. The business activities of the center must effectively protect the environment through the development, design, manufacture, packaging, use and service of the products. The result is not only to obtain profits on the basis of satisfying the needs of consumers, but also to Achieve the goal of coordinated development of society, economy and ecological environment.
The construction of green brands: Green marketing has become the mainstream of marketing in the 21st century. The green food is the theme of advertising to Liancheng White Duck, and at the same time, with the concept of green marketing, green marketing strategy is implemented. Green marketing strategies include: 1 In product strategy, focus on producing green products, adopting natural energy and raw materials that are conducive to consumers' health and environmental pollution, and use green technologies that are conducive to environmental protection and ecological balance, when appropriate. Green mark certification should be introduced;
2 In terms of price strategy, the environmental cost of developing green products should be internalized according to the value of green products of enterprises, and the value of resources and environment should be reflected in price. The price of green products should be slightly higher than the price of similar products in general. The added value of green products also promotes the development of the company;
3 In terms of channel strategy, the company carefully selects agents, wholesalers and retailers who have credibility, care for the environment, enthusiastic public service, have a good public image, and have an understanding of green products. The image launches green products and uses the sales network of middlemen to quickly promote green products;
4 In terms of promotion, enterprises should appropriately carry out green promotion, induce and create green demand of consumers through the holding of green product fairs, fairs and supporting publicity, and shape the good image of the company;
5 In the service strategy, green services should be provided as much as possible, that is, the whole process of providing products in the pre-sale, in-sale, and after-sale process to meet the principle of saving resources and reducing environmental pollution.
Establish a complete set of cis corporate identity system for the advertising of various media, combined with public relations activities, through the public relations planning activities, it is easier to launch the brand of white duck industry. So far, Liancheng has not hosted the White Duck Festival, and expanded the popularity and reputation of Liancheng White Duck through the first White Duck Festival to achieve the purpose of attracting investment.
Attached:
The first Liancheng White Duck Festival planned to hold the first White Duck Festival plan, which required nearly 3 million yuan of funds, and arranged for the towns and villages to invite Chinese and foreign businessmen to taste the white ducks. The government set up a platform to sing a culture to attract investment. the goal of. At the same time, the white duck and agricultural and sideline products will be promoted to expand the influence to open up sales.
The National Day is a golden holiday. At this time of the year, the number of tourists is increasing. There are many tourists from both home and abroad. Taking this opportunity, through the public relations activities, the Liancheng White Duck brand will be launched.
The purpose of the activity: to expand the popularity and reputation of Liancheng White Duck to achieve the effect of attracting investment.
Activities: Traveling with industry and promoting tourism with industry.
Activity slogan: Let health and life be together, let dreams fly with white ducks.

Using the National Day, many large enterprises, large companies and provincial and municipal departments in the province are invited to participate in the White Duck Festival. On the one hand, you can taste delicious white ducks, and on the other hand, you can enjoy the unique tourist attractions in the city. The magnificent natural scenery of the mountain expands the influence. Organize a party in conjunction with National Day and hire some famous actors to perform. During the White Duck Festival, you can set up a sub-meeting venue in Yongding Tulou, Gutian Ruins, Longshi Cave and other places in Longyan, to expand the influence.

Combined with folk art festivals and local tourism. Leading interested investors to visit the white duck breeding base. A large part of Liancheng tourism coming to the holiday season is the elderly. This consumer group has a certain economic income and pays attention to health care. The white duck is the national quintessence of ducks and is a national treasure. It is known as the “national only medicinal duck”. Medicinal health effects. For this group of tourists: Hire some health experts to explain the health care knowledge, interspersed with the history of white ducks and the efficacy of white duck medicinal health. Join hands with the bank. Banks need to absorb storage. When these elderly tourists help banks to absorb funds, this is a considerable amount for banks. Why not? At the same time, we can use the bank to sponsor the White Duck Festival. Joined hands with Liancheng Tourism Bureau.
Sixth, risk analysis
1. Technical risk:
The implementation of the project is mainly based on large-scale production. From the production experience of many years, good production management technology is the success of scale farming. In particular, in recent years, the circulation field has accelerated, and animal diseases have been transmitted rapidly. If they are not in the field of epidemic prevention technology, the management level will be improved, which will not only endanger the interests of farmers, but also directly affect the production of the entire project. It is very important to set up a technical support service system, regularly guide the production of professional households, formulate scale management standards, and monitor the whole process of the disease.
2, quality risk animal food processing has strict standards, whether it is the external sales of sputum or the quality of cooked food, all related to health, nutrition, anti-corrosion, etc., so the processing technology is mature, the processing technology is improved, is entering mass production The stage must be strictly supervised and controlled.
3. Market risk Although Liancheng White Duck has better market competitiveness, it still has the following risks:
The product did not form deep processing, and the series products were not formed, which affected the choice of space for the seller.
The opened market is subject to further development.

7. The white duck industry extends the white duck industry extension industry schematic:

The extended industry of Liancheng White Duck Industry:

Catering. Opened the chain "Liancheng White Duck Banquet" hotel in large and medium-sized cities inside and outside the province. Main business: stewed white duck, white duck, soup white duck, hot pot duck, white duck feast for the main dish: from the duck head, duck meat, duck feet, duck internal organs, etc. to make a table feast.
Hotel positioning: high-end.
Target consumer groups: white-collar workers with high economic income, successful people, and leaders' leisure and entertainment.
Down industry.
At present, the white duck agricultural food has been developed, and its extension industry down industry has not been exploited. White duck down is a potential resource that can be used effectively, not only to expand the extended industry, but also to strengthen the white duck brand.
The way the down industry develops:

Establish a down processing factory, the advantages: the existing white duck down resources, Liancheng rural cheap labor; seeking a down processing factory for cooperation.
Down jackets and duvets are costly to produce, and down jackets and duvets are expensive on the market. A qualified down jacket must contain more than 50% of the cashmere. In the production of down jackets and duvets, they must be qualified according to national regulations, so that they can be of high quality. The brand name of the down jacket is “Liancheng White Duck Down”, which is the brand of white duck down, which strengthens the trump card of Liancheng White Duck Industry.

Eight, preferential policies
At the beginning of XX, the Longyan Municipal People's Government formulated the policy of “further improving the investment environment and expanding certain regulations on opening up”. The Liancheng County Government has also made a special commitment: Anyone who invests in the processing of white duck processing in Liancheng County will provide 50 years of land for processing plants free of charge, and the county-level income tax will be returned to the enterprise in full within 3-5 years as a corporate development fund. It is used to expand reproduction; enterprises produce electricity according to the price of agricultural production electricity in our county, and provide sufficient raw materials for the production of enterprises, actively promote new technologies for white duck breeding, and provide and meet the needs of enterprises for the development of white duck breeding. The base will also set up a leading group to take charge of all the formalities required by the company and cooperate with the production of the enterprise.