Study On The Development Of Ougan Industry In Ouhai District,Wenzhou

Ougan is a traditional specialty of Ouhai,which was listed as the tribute of the court in Song,Yuan,Ming and Qing dynasties,and has been planted for more than 2,400 years until now.Ougan as Wenzhou Ouhai specialty,has been loved by local people,become a local famous agricultural products,also become the best choice of local festivals to send gifts.However,with the increasingly fierce competition in the market,Ouhai Ougan has not been able to go to the national market,so the development of Ouhai Ougan industry needs to take the initiative to grasp the opportunity of external environment and promote the inner essence.Based on this,this paper studies the development countermeasures of Ouhai Ougan industry in Wenzhou City.On the basis of summarizing the related research at home and abroad,this paper analyzes the situation of Ougan planting in Wenzhou counties and urban areas in recent years and the national citrus production,output value,sales volume,overall market competition and policy environment,and analyzes the advantages and potential of Ougan industry development in terms of geographical location advantage,nutritional value,market prospect and scientific and technological innovation power.And adopt questionnaire survey method as well as interview method to summarize the problems of Ougan industry development,namely,uneven commodity quality,insufficient influence of Ougan regional brand,imperfect development of Ougan industry chain and single sales method of Ougan industry.Summarize the reasons for the problems of Ougan industry,i.e.insufficient technology and talent support,weak management body,no leader in the industry,poor industrial interest linkage,and insufficient sales link,etc.And select the American citrus industry and New Zealand kiwi industry as the excellent case of foreign characteristic agricultural products development;select Guangxi citrus industry and Linhai honey orange industry as the excellent case of domestic characteristic agricultural products development,so as to summarize the inspiration of these cases to Ouhai Ouhai district Ouhai industry development.In order to promote the further development of Ouhai Ougan industry,this study proposes four "new" feasible suggestions,which are "new way" to optimize the commodity quality of Ougan,"new brand ",promote regional brand development,give "new value",promote characteristic industry integration,develop "new channel",change traditional sales model.We hope to provide reference for the decision of government department,Ouguan business enterprise and fruit farmer.