The Factors Analysis Of Apple Market In Shaanxi Province

China is an apple production and consumption country in the world. With the improvement of people’s living standards after the reform and opening policy, apple industry has developed rapidly driven by consumer demand for apples. Because of the suitable climatic conditions and resource advantages in Shaanxi Province, the yield of apple increased rapidly, and the quality improved continuously. However, due to the influence of external environment and inner factors of apple industry, Shaanxi apple price in recent years has no obvious advantage. Even emerge the phenomenon of prices upside and selling apple difficultly. This bringing great economic lose to farmers and fruit dealers. The farmers’ enthusiasm for production is blow seriously, which has adversely affected the healthy development of apple market.Based on the survey visits, this paper analyzed the current situation of apple market in Shaanxi province comprehensively from the aspects of production storage and sale. Production, apple yield increased year by year; the structure of cultivars is unreasonable; the production infrastructure is weak and the industrialization is in low level. Storage, storage capacity increased year by year, storage variety is single; the development of storage facilities is rapid; storage technology is not high. Sales, sale channels are mainly based on wholesale markets; distribution channels is not smooth, logistics cost is high; marketing model is not scientific because of the lack of integrated management between production and sale; sale price waved violently.Various factors affecting the apple market in Shaanxi Province were analyzed combined with the empirical analysis. Found that external factors mainly are supply and demand, the level of economic development, internal factors include the species and quality factor, the cost of production factor. Supply and demand determine the price of apples equilibrium. Supply is impacted by natural climatic conditions, production and storage capacity. Demand is closely related to the level of consumption and alternative fruit consumption. The level of economic development affects people’s consumption level. Various residents of different level of consumption have different apple purchases. Apple prices vary widely among different quality and varieties. Origin, cultivation and management level will affect the quality of apples and thus affect its market price. Rising production costs, including labor and production prices, which contribute to the change in the price of apples and lead to apple’s price increased year by year.Based on the above analysis, this paper proposes proposal for the development of apple’s market in Shaanxi Province: first, optimization product structure guided by the market; second, strengthening infrastructure construction and improving the ability to respond to natural disasters; third, improving apple postpartum commercialization level; fourth, revitalizing grass-roots organizations of farmers and expanding apple’s sales channels; fifth, constructing organic apple production systems and apple quality tracing system.