A Research On Citrus Ndustry Competitiveness In Chongqing

China is one of the origin countries of citrus, where citrus industry is becoming the pillar for developing rural economics in a citrus-growing region. Chongqing, as the only one of non-quarantine area in China and the core of citrus advantage industry area along Middle-Lower Yangtze, plays an important role in citrus industry development. As there are38counties in the city’s39counties planting citrus, citrus industry has become an important industry in Chongqing for adjusting agricultural industry structure and developing rural economics. Faced with increasingly fierce competition among citrus-growing regions, Chongqing citrus industry urgently needs to improve its industrial competitiveness. Therefore, it bears a realistic and strategic significance for knowing the truth of Chongqing citrus development, grasping the strength of its competitiveness and discovering its strength and weakness to evaluate Chongqing citrus industry competitiveness.Then the paper firstly discusses the current situation of the development of citrus industry in Chongqing from production, processing to consumption. Secondly a model to evaluate Chongqing citrus industry competitiveness is constructed from dominant, product, factors of production and environment competitiveness, basing on former industrial competitiveness theory and evaluation model of competitiveness. Thirdly, based on the model, the index system of Chongqing citrus (including28indexes) is established, and the method to define the weight of each index is introduced. Fourthly, the competitiveness of Chongqing citrus industry from2007to2011is discussed according to the evaluation index system. And, the strengths and weaknesses of Chongqing citrus industry is given out by cooperation with Hunan, Guangdong, Jiangxi, Hubei and Fujian. Finally, it analyzes the ideas, strategic measures for enhancing citrus industry competitiveness in Chongqing, and then gives some suggestions.As discussed above, the research shows some as follows:first, the citrus industry competitiveness of Chongqing has an increasing trend from2007to2011, including the rose of dominant, factors of production and environment competitiveness and the fluctuations of product competitiveness; second, compared with Hunan, Guangdong, Jiangxi, Hubei and Fujian, Chongqing citrus industry has advantages over price, population resources, productive fixed assets, transport facilities and technological environment, and has disadvantages over cost, market share, investments in technology, meteorological service power facilities, financial support to agriculture and cultural environment; Third, combined with the advantages and disadvantages of Chongqing citrus industry in its development, there are three strategies should be taken which are invigorating citrus through science and education, branding campaign, and eco-development.