| Jintang County has superior agricultural plant conditions, and enjoys exceptional advantages in climate, soil and regional superiority, its planting scale and gross output are leading in the whole country, it is a production base of high-quality navel orange, especially, its Sanxi Town is famous for "the first hometown of navel orange in China'". Over years of development, navel orange industry has been the agricultural support for partial towns of Jintang County, and it is the important economic source of farmer increment. In 2016, No.1 file of the central government indicates that macroscopic food idea macro should be set up to develop food resources comprehensively via multiple pathways, so as to meet increasingly diversified demands of food consumption. And at the same time, No.1 file of Sichuan provincial Party committee in 2016 also mentions that it is necessary to develop grain and oil, fruit & vegetable, live pig, tea and other dominant distinguishing industries energetically. But in recent years, with the rapid development of Gannan navel orange in Jiangxi Province and the Sichuan Leibo navel orange industry, dekoponin Danleng County of Meishan City and Pujiang County of Chengdu, and other new varieties of orange, additionally, with the increasingly development of electronic commerce, resulting in the impacts of California navel orange of U.S. and other similar kind of fruit to the consumer market, the Jintang navel orange industry has been threatened to a large extent. How to find out the own advantages and existing problems and orientate new development ideas and opportunity have become the urgent confronting problems for the development of Jintang navel orange industry, and it has vital practical significance.Based on extensively collecting data, implementing field research to the fruit grower of navel orange in Jintang County, and questionnaire survey for customers, in this paper, the method of qualitative analysis and quantitative analysis is applied, and the development status of navel orange in Jintang County is analyzed from the aspects of planting, picking, storage, logistics, sales and supply, SWOT matrix analysis method is applied to make clear the advantages, disadvantages, opportunities and threats of Jintang navel orange. It can be seen that the advantages of development of navel orange industry in this region are mainly embodied in natural resources, traffic, fruit varieties, climate and other aspects, comparative disadvantages are mainly embodied in breed structures, orchard facilities, scale of production, technical management, marketing channel, production and operation management, sales network, information communication and other aspects, development opportunities are embodied in huge requirement space of consumer, government's policy support, financial support and the like for navel orange industry, possible threats and challenges are embodied in the impacts from Gannan navel orange, Leibo navel orange and other similar kinds of fruit, such as, apple, watermelon and other different kinds of fruit to the market.Finally, on the basis of comprehensively analyzing industry present situation and existing problem of Jintang navel orange industry, propose corresponding countermeasures and suggestions to make Jintang navel orange industry bigger and stronger inclusive of the following approaches:to cultivate fruit industry leading enterprise to achieve large-scale development, perfect techniques to strengthen planning management, build "gold-lettered" famous brands to expand marketing chains, enhance project implementation to guarantee fruit quality, strengthen the construction of industry talent team, intensify the strength of scientific and technical training, promote the navel orange tourist industry to upgrade, perfect infrastructure to build novel industry village, industry revenue and financial supporting policy provided by government, development of e-commerce and other aspects, so as to promote the development and growth of Jintang navel orange industry. |
PDF Full Text Request