Study On Industrialization And Marketing Strategy Of Fruit Industry In Nanping

Fruit industry is one of the three biggest industries of agriculture in Nanping. It has special position and advantage in agriculture and rural economics development. Since 1949, the development of fruit industry in Nanping has entered a new period. Yield and planting area of fruit are increasing year by year. But, there are many problems yet. Firstly, the peasant household market is small and weak, the majority growers are at the inorganization condition, the potential inter-bank issue and acceptance of drafts are thin, the bargaining position is low, and the fruit farmer does not have the strength to contend with the external forces. Secondly, scattered farmers and social market's contradictions become more and more prominent. Thirdly, there is not sufficient for instructor, inducing bad fruits and low competition force. Finally, marketing strategy is behindhand and the information channel is occlusive. Because of all of these problems, farmers are difficult in increasing their incomes, development of rural economics and fruit industries are restricted.As a new management mechanism, Industrialization and marketing strategy of fruit industry has its special advantage. This system is helpful for solving the problems in the development processes of fruit industry and improving the rural economics in Nanping.Based on this situation, the thesis is conducted the analytical study to the Nanping fruit industry industrial operation organization mode. Firstly, the thesis shows the whole situation of fruit industry in Nanping and analyzes the reasons of changes in planting area and fruit yield. Proposing the main problems in fruit industry development and discussing the development mode of Nanping. Secondly, analysising the each reason of affecting the fruit industry development in Nanping and pointing out the advantage and the disadvantage. In the third part of this thesis, the author compares and analyzes the management mode of fruit industry between the domestic and overseas. At the same time, combining the specific circumstances of Nanping, summing up the innovation of industrialization organizations operation mode should stick to the principles and goal, laying a way for the following further discussion. Through the above analysis, the author proposes a new management mode for fruit industry in Nanping. It is"leading enterprises—base—cooperatives—farmers". In the end, the author sums up the fruit market strategy in present-day, points out the main problems affecting fruit vendition and the solving measures.The innovation of the thesis lies to that using the theory of industrialization and market strategy in fruit industry development for the first time in Nanping. using successful experience of Japan and Taiwan for reference, making the suitable development mode and market strategy for the fruit industry in Nanping.