Research On The Development Of Yuncheng Winter Jujube Industry

Winter jujube industry is a kind of mountain area characteristic industry. One characteristic of this industry is the high ratio of its input and output, and it can increase farmers’ income quickly. In recent years, the demand of winter jujube is increasing. That significantly promotes the steps of the area of rural regional economy development and increasing farmers’ income. As an Emerging industries of Yuncheng, Winter jujube industry keeps high development as well as some problems.This paper choose winter jujube as the research object, and study its industry development pattern. Through the on-the-spot investigation in Yuncheng, data was obtained. On the basis of the questionnaire, factor analysis on the empirical was carried out. After this, Econometric model was established to explain how the quality of winter jujube influences the purchase intention of consumers. Before the conclusions and suggestions, SWOT analysis was carried out to find out the strength, weakness, opportunities, threatens.This paper analysis shows that the demand of winter jujube is increasing and the winter jujube industry of Yuncheng has many development opportunities. But the winter jujube industry of Yuncheng is not industrialized and the quality cannot satisfy the market. To solve those problems, we should make good use of "Internet+agricultural" environment, strengthen the steps of high quality varieties introducing, strengthen the investment in science and technology, forge a brand effect, promote the healthy development of the industry, increase the investment in science and technology and brand effect.