| China is one of the top ten pineapple producing countries in the world.Xuwen County,Guangdong Province,is the largest pineapple planting and production base in China.In recent years,the price of Xuwen pineapple fluctuates greatly,not only the price of fresh fruit hurts farmers,but also the situation of unsalable and rotten markets appears many times.Xuwen pineapple unsalable on the one hand reduces the economic benefits of farmers,on the other hand,lowers market confidence,but also weakens their enthusiasm for production,resulting in varying degrees of impact on farmers’ production and life,but also hinders the adjustment of local industrial structure.In 2019,China once again stressed the importance of agriculture,rural areas and farmers in the "Central Document No.1".According to the report of the Nineteenth National Congress,while advocating "the implementation of Rural Revitalization strategy",China also requires "to follow the structural reform on the supply side,focusing on promoting economic development,emphasizing both quality and power changes,and highlighting efficiency changes".Therefore,this paper focuses on Xuwen pineapple unsalable research,for all aspects of production and marketing of Xuwen pineapple qualitative analysis,according to the pineapple unsalable many factors quantitative analysis and summarize the main factors leading to pineapple unsalable.The measures to deal with the problem of pineapple unsalability are also given,which is of great practical significance to the farmers’ income,the optimization of regional industrial structure and the rational allocation of resources,and the acceleration of structural reform of pineapple industry supply side.First of all,only the in-depth study of the mechanism of slow sales of agricultural products can truly solve the problem of supply imbalance.Research on the reasons for the slow sales of agricultural products,as well as research on the recommendations for the slow-moving strategies of agricultural products,have been found through a large number of literature readings.Based on this,this paper uses the DEMATEL method to analyze the key reasons for the slow sales of Xuwen pineapple,and combines the structural reform theory of agricultural supply side to give a strategy to effectively unblock the slow sales problem of Xuwen pineapple.Secondly,an in-depth investigation into the Xuwen pineapple industry was conducted,and a typical incident of Xuwen pineapple slow sales in recent years was collected through the network.Based on detailed research on related theories such as supply chain,key factor method and agricultural supply side structure reform.Based on the three aspects of logistics,information flow and capital flow,the key factors system of Xuwen pineapple slow sales was constructed,based on the detailed analysis of the reasons for the slow sales of Xuwen pineapple.The key factors in the application of DEMATEL method to study and analyze the reasons for the slow sales of pineapple are: information asymmetry between the main bodies of the supply chain,uneven distribution of interests and insufficient decision-making basis for farmers’ production decisions.Finally,the strategy of effectively unblocking the problem of slow sales of Xuwen pineapple is given: brand building,platform construction,marketing expansion,and technological upgrading are the strong support for the structural reform of the pineapple supply side.Based on the experience of effectively unblocking the slow sales of agricultural products at home and abroad,combined with the agricultural supply side structural reform theory.Accelerating the structural reform of the supply side of the pineapple industry is of practical significance for promoting agricultural development,increasing farmers’ income,and rural prosperity. |
