Study On The Competitiveness Of Zhejiang's Citrus

Citrus is the most productive fruit in Zhejiang Province. And the industry of citrus, as the traditionally characteristic industry of Zhejiang Province occupies an important position throughout China. It plays an incomparable role in promoting the economic developments of the mountain areas and increasing the income of farmers. So there is of great significance to increase the competitiveness and to promote the industry's development. In this paper, the author analyzed the competiveness of the citrus industry of Zhejiang Province quantitatively in the field of production, circulation and profitability through establishing the system of competitive indices. After that, with the data searched in interviews and related studies, the author pointed out the direct and indirect elements related to the development of the citrus industry of Zhejiang Province, and gave her proposals.The paper takes the fresh fruit as the main object, and gets the conclusions as follow:In the field of circulation, the citrus competitiveness of Zhejiang Province is comparatively smaller than other provinces, and the products were mainly restrained in the domestic market. On the other hand, however, it ranked second to the Fujian Province in the field of production. But the advantage was mainly obtained from the industry size, the efficiency advantage is not prominent. So it is the major way to increase the competitiveness increasing the production efficiency. Thanks to the advantage of price, the citrus'profitability ranked the first in China.The high price of Zhejiang citrus leads to its less competitiveness, but the high quality compensates it in some degree. There are many other factors bring negative effects to the industry, for example there are too many brands and breeds, and the conservative marketing mode also restrained its development. As the indirect elements, the climate and soil of Zhejiang Province is suitable for the citrus growing, the understanding of the industrialization of citrus and the encouraging policies of local governments also give the motive power to the development of the industry. Among these factors, the form of cooperation association is still need to be developed, but it is sure that it will have a bright future.The proposals of this research are given as follow:First, to prompt the standardization of production, strengthen the supervision on product quality. Second, optimize the structure of citrus breeds, prolong the period of sale.Third, increase the investigation to the education and science, improve the quality of the farmers and the researchers.Fourth, the cooperation association should be popularized, to motivate the industrialization of citrus.Fifth, improvements on the marketing system and the brand establishment.Sixth, the guide and support of polices is needed to point out the direction of the development of the industry.