Research On The Development Of Kiwifrut Industry In Cangxi County

Cangxi since twentieth Century 80 years planted Kiwi, after 30 years of development, the development of kiwifruit industry gradually become the main source of the local pillar industries and the surrounding masses. In the promotion of the local government, "the first county Chinese red kiwi--Cangxi county" also gradually more and more people are familiar with, the 2014 Cangxi County, Sichuan Province has again become the first export of fruit quality and safety demonstration county, fully demonstrated the kiwifruit industry in economic development becomes more and more prominent in Cangxi county. Then, the development situation of Cangxi County, the kiwifruit industry efficiency how, can effectively drive the people to get rich, and so on questions arising therefrom, based on this the research.In this paper, through the study of the kiwifruit industry related to industrial development, the kiwi fruit producing areas, from the overall grasp of the kiwifruit industry in planting, processing and circulation links obtained achievements and existing problems. Through visits to research Cangxi County growers, fruit production and processing enterprises, cooperatives, office and kiwi kiwi fruit industry research institute, objectively summarized the current situation of the development of Cangxi kiwifruit industry, processing the collected data, with the analysis of SCP paradigm of market structure, market behavior and market performance as the main line from two angles Kiwi planting and processing enterprises, systematically analyzes the development of Cangxi kiwifruit industry. Through the above research, found that Cangxi’s kiwifruit industry mainly has three aspects:first, the market structure is not reasonable. On the market structure was measured by using the market concentration ratio, entry and exit barriers, product differentiation and other indicators, found that the market concentration of kiwifruit industry in Cangxi county is not high, there is a short industrial chain, the development of related industries the problem of insufficient. Second, the behavior of the market effect is not significant. The main business of Cangxi kiwifruit industry despite the market behavior of cooperative behavior, such as product strategy, brand strategy and a series of actions, but these are relatively simple, the primary cause of market behavior, the effect is not significant. Third, market performance is low. Cangxi kiwi fruit to fresh fruit sales, high value added products sales are still less, resulting in low overall market performance.In order to better promote the development of Cangxi kiwifruit industry, the paper puts forward the following suggestions:first, to optimize the market structure of the kiwifruit industry. Establish long-term cooperation mechanism between farmers and processing enterprises, the scale of planting, improve the degree of market concentration, market structure optimization of planting industry; to continue to introduce, cultivate and strengthen leading enterprises, improve the degree of market concentration, the market mechanism to optimize the processing enterprises. Second, through the marketing strategy innovation, strengthen the construction of regional brand, the market behavior of enterprises to adjust. Third, through the transformation and the promotion of scientific research innovation and technology to strengthen the kiwi, enhance Cangxi kiwifruit industry market performance.