Study On Development Strategies For Sweet Pepper Industrialization In Zhao’an County

Zhao’an County is one of the top34counties in Fujian Province for vegetable production. To develop modern agriculture is an effective way to promote the agriculture of Zhan’an County. In recent years, the sweet pepper industry in Zhao’an has been rapidly developed with more than one hundred million yuan output value for a single species. Based on the field research, this paper is to summarize the current development status of sweet pepper industry and analyze the problems as well as come up with the operable strategies and suggestions for a reference for the industrial development of sweet pepper in Zhao’an County.With the method of field observation and documentary analysis, this paper summarizes and analyzes the current development situation of the sweet pepper of Zhao’an County from cultivation, sales, processing, benefit and business model. The sweet pepper industry in zhao’an hasn’t been developed for a long time, but the planting scale was rapidly grown in the nearly five years with the diversification of sales channels, simplification of post-harvesting treatment and diversification of business model as well as the impressive overall economic benefits. On the other hand, there are some problems existing such as the low level of production standardization and organization, the supports from government are not enough, industry chain has not been developed, the driving force to benefits is required to be increased.By the means of SWOT analysis model, the study summarizes the internal conditions including the strengths and weaknesses and external factors including the opportunities and threats for the development of Zhao’an sweet pepper industry and then gets the following conclusions:the strengths for industrial development of sweet pepper in Zhao’an are reflected in the natural environment, regional geography, technology and market competition; the weaknesses include human resource outflow, high production costs, low degree of standardization and market construction lagging behind as well as the disadvantage on brands and varieties. The sweet pepper industry of Zhao’an County has a broad market prospect under the background of benefit-to-farming policies expanded by the government at all levels and the new opportunities of cooperation between Zhangzhou and Taiwan brought by the construction of the west of the Straits; but still it faces a variety of natural and market risks and the competition from other species and regions, which hinder the normal development of Zhao’an sweet pepper industry.In terms of the problems Zhao’ an sweet pepper industry is facing, this study proposes the following suggestions in order to further enlarge and strengthen the sweet pepper industry of Zhao’an County:1) to build market system and broaden sales channels of agricultural products;2) to strengthen government guidance and innovate agricultural development mechanisms;3) to improve supporting policies and improve social service system;4) to exert advantage on technology and carry out standardization of production management;5) to strengthen science and technology training and improve the professional quality of farmers;6) to accelerate brand building and tap the development potential of leading enterprises;7) to innovate business model and promote the industrialization management of sweet pepper industry.