A Managerial Research On Orange Industry Of Taizhou

Citrus, Taizhou has 1700 years history of cultivation. It is a brand image of external publicity for Taizhou.Taizhou is famous for "Huangyan tangerine" both at home and abroad, it has shared one sixth of the total production in China. The development of citrus industry has made an important contribution for the first time of the economic take-off of Taizhou. In the earthly 1980s,Taizhou Agriculture Department put forwarded development guideline that "two water one plus", focus on the development of fruit, aquatic product and agriculture products processing, further promoted the rural development of Taizhou,at the same time, Taizhou's citrus developed rapidly. The statistics show that, by 1996, Taizhou citrus acreage increased from 15.4 million mu to 55.1 million mu with capacity of 53.2 million tons which valued 6.1 billion yuan RMB. In fruit processing enterprises, township enterprises has grown to more than 200 members. Due to the agricultural structure adjustment, land acquisition, the damage of citrus yellow shoot and Citrus production from the pursuit of volume growth to the pursuit of qualitative growth,citrus acreage has reduced. By 2007,the citrus plantation area of the city became 42.8 million mu, with an annual production of 20,000 tons, and the production value closed to 40 million RMB. But with the national citrus production patterns constantly changing and the continuous progress of the adjustment of agricultural structure, citrus production and marketing situation had undergone tremendous changes and the competition heated increasingly. Because of the small business scale, the low organization degree, the contradiction of small-scale production and big-scale market and some other problems affected the healthy development of citrus industry seriously. Only by constantly improving fruit quality,the level of industrialization and strengthennthing the whole competition ability can continue to main advantages and contribution to the agricultural efficiency and rural incomes. So it is of great realistic significance and far-reaching strategic significance that to research and analyse the comparative advantage of Taizhou citrus industry, identify accurately the gap and insufficiencies, establish definite development goal and establish a new direction of development and work measures. This article mainly aims at the status and problems of Taizhou citrus industry, discusses the developing direction and developing countermeasure, designes to provide references for sustained, rapid and healthy development of Taizhou citrus industry. This paper is divided into four parts,a total of six chapters.Part one, introduce the status of citrus industry at home and abroad and Zhejiang province, which lays a foundation for the further development of Taizhou citrus industry.Part tow,it describes the status,characteristics and position of Taizhou citrus industry, specially the production, Processing and sales.Part three, Through investigation of the current development situation of citrus industry in Huangyan area,Linhai city and all of the Taizhou,it analyses the advantage of Taizhou in the natural conditions, industrial foundation, processing enterprise and industrial organization.The article pointes out the problems that exist in in the field of quality improvement, policy supports, enterprise scale and brand building. Part four, In order to promote sustained, healthy and stable development of citrus industry,the article carries on deep research to these questions and proposes the development strategy and countermeasures.