Research On Industrialization Situation And Market Development Strategy Of Anoectochilus Formosanus In Fujian

Anoectochilus roxburghii (wall.) Lind l (Hereinafter referred to as AR), so called as "King of medicine", is a rare traditional Chinese medicine with the high ornamental value. It has a long application in Fujian and Taiwan provinces. Recently, Fujian has been the main production area of AR industry in China for its advantages in natural geographical, resources and the great market value.In this paper, the potentiality of Fujian AR industry and its market development were analyzed in industrial chain and market exploitation angles. The key issues of the market development of AR, the choice of market development mode and the corresponding countermeasures suggestions were studied for culturing and developing the industrial chain of AR in Fujian.First of all, by literature searching, Association visiting and marketing, the problems of Fujian AR industrial chain and marketing strategy were detected. Secondly, the SWOT analysis was conducted to search for the external and internal factors in Fujian AR industrial chain. And by analyzing of Nanjing, which is the industrial typical area of Fujian AR industry, to dig out the potential problems of AR industrial chain. The paper also draws on the successful experience of the development of AR industrial in Yong'an AR Development Co. Ltd, to search for the solutions of AR industrialization.Finally, based on the analysis of Fujian AR market strategy, several development strategies were put forward, mainly including the market positioning on its policy and product, determine the target customer groups, brand strategy, marketing channels and the establishment of AR industrialization.