农业标准化是农业和农村经济重要的基础性工作，直接关系到“三农”问题的解决。我国是个典型的农业大国，有近
8
亿农民，农业发展的滞后成为我国构建和谐社会的短板。农业标准化是建设现代农业的重要抓手，是增强农业市场竞争力的重要举措，是保障食品安全的基础条件。农业标准化示范区作为实施农业标准化的重要形式之一发挥着
示范、辐射和带动
作用。
诚然，农业标准化示范区经过
14
年的建设已经取得长足进步。但是农业标准化示范区的建设过程中也存在着诸多问题，其中没有向消费者提供有效的信号是影响农业标准化示范区持续健康发展的重要原因之一。由于缺乏有效的信号传递，农业标准化示范区出产的高质量农产品在市场上与非示范区产品价格缺乏差异，乃至出现优质不优价的现象。消费者由于没有有效信号工具的引导，未能识别优质安全的示范区农产品，导致购买行为的无效。所以，为保护农民和消费者的切身利益，促进农业示范区建设，研究本文有着重要的现实意义。
本文采用实证研究与规范研究相结合的研究方法。通过综合研究比较国内外农业标准化信号传递的文献，在了解国外农业标准化信号传递研究的基础上，结合我国在推行农业标准化信号传递中的经验教训，找准影响我国农业标准化信号传递的主要因素。通过实地调查，包括问卷调查、入户访谈等，获得第一手的证据和数据，分析我国推进农业标准化信号传递工作中的问题。通过对实际调查资料的分析、归纳整理，
借助层次分析法的理论和方法，提出了农业生产过程、农业标准、农业科技创新、农业组织化程度等信号传递的主要因素，构建了以认证及标识、品牌创建、
品牌、价格、包装、信息系统、观光农业
为载体的农业标准化示范区农产品质量信号传递模型。并通过对湖北省
宜昌市两江库区无公害水产品网箱养殖标准化示范区的实例分析，进一步论证信号传递模型的有效性。
本文能为我国农业标准化示范区的建设提供一定的理论和实践依据，对提高农产品质量，加强农产品市场竞争力，促进农民增收、农业增效、农村发展具有一定的指导意义。
关键词：
农业标准化示范区，农产品，信号传递
Abstract
Agricultural standardization is an important agricultural and rural economic infrastructure work is directly related to the "three rural" issue resolved. China is a typical agricultural country, with nearly 800 million farmers, agricultural development, harmonious society in China lag as short board. Agricultural standardization is an important starting point for building a modern agriculture, is to enhance the competitiveness of agricultural markets an important measure, is a basic condition for ensuring food safety. The implementation of agricultural standardization demonstration area as an important form of agricultural standardization demonstration play, radiation and leading role.
Indeed, agricultural standardization demonstration area after 14 years of construction has made great progress. However, the construction of agricultural standardization demonstration area course there are also many problems, which did not provide an effective signal to consumers is the impact of agricultural standardization demonstration of the sustainable and healthy development of the important reasons. Lack of effective signal transmission, agricultural standardization demonstration area produced high-quality agricultural products in the market price and non-demonstration areas lack of differentiation, and even there the phenomenon of higher prices for better quality is not. Consumers because there is no effective tool to guide the signal, failing to identify quality and safety of agricultural demonstration zone, resulting in the invalidity of purchase. Therefore, in order to protect the vital interests of farmers and consumers, promote agricultural demonstration zones, this study has important practical significance.
In this paper, empirical research and normative research methods combined. Comparison of domestic and international agricultural research through the integrated standard signaling literature in understanding the signal transduction of foreign agricultural standardization based on the standardization of agriculture in our country in the implementation of signal transduction in the lessons, identify the impact of agricultural standardization major factor signaling.Through field surveys, including questionnaires, household interviews, first-hand evidence and data analysis in our implementation of agricultural standardization issues in signal transduction. Through the analysis of actual survey data, collate and analyze the theory with AHP and the method put forward the process of agricultural production, agricultural standards, agriculture, technological innovation, agricultural organizations, such as signaling the degree of the main factors, they established a certification and logo , branding, brand, price, packaging, information systems, agriculture and tourism as the carrier of agricultural standardization demonstration area of agricultural product quality signaling model. Yichang City, Hubei Province through the Two Rivers Area Aquatic cage culture demonstration zones, examples of analysis, further demonstrated the effectiveness of signal transmission model.
This can be for our construction of agricultural standardization demonstration area to provide a theoretical and practical basis for improving the quality of agricultural products, enhance market competitiveness of agricultural products, increasing peasant income, agricultural efficiency and rural development has a certain significance.
Key Words:
agricultural standardization demonstration area, agricultural products, signal transduction
