| Litchi is the best fruit in Lingnan,and Maoming is an important litchi production base in China,known as "Datang Li Township".Litchi industry plays an important role in the agriculture and rural economy of Maoming city.It is the pillar industry of local agriculture and contributes greatly to the increase of farmers’ income.It is an important breakthrough for the implementation of rural revitalization strategy.In recent years,the litchi industry in Maoming city has been strongly impacted by increasing capital and technology input in various litchi producing areas,expanding planting area and enhancing brand awareness.The benefit of the litchi industry in this city has shown a significant scale of diminishing returns,and various problems hindering the development of the industry have gradually emerged,and the industrial development is facing severe challenges.Therefore,it is necessary to analyze and study the competitiveness of the litchi industry in Maoming city,so as to provide a certain basis for promoting the transformation and upgrading of the local litchi industry and high-quality development.In order to solve the realistic problem of maoming litchi industry competitiveness,this article in to the city of litchi,on the basis of analyzing the present situation and problems of development in the perspective of industrial competitiveness,market share,the comparative advantage index,evaluation and research methods,such as diamond model,analysis the influence factors of the litchi industry competitiveness and competitiveness,Objective and feasible countermeasures are provided to enhance the industrial competitiveness of litchi in Maoming city.To be specific,based on the theory of comparative advantage and the theory of competitive advantage,this paper selects market share,scale advantage index,efficiency advantage index and comprehensive advantage index to construct a competitiveness evaluation index system.According to the data of statistical yearbook from 2016 to 2020,the competitiveness of Maoming with guangzhou,Huizhou,Zhanjiang,Yangjiang,Wenchang,Haikou,Qinzhou,Yulin,Zhangzhou and other 9 major litchi producing areas in China was compared and analyzed.The results showed that: The market share of Litchi in Maoming city has a strong comparative advantage,the comprehensive advantage index has a strong comparative advantage,but the trend is decreasing year by year,and the efficiency advantage index has no comparative advantage.On the whole,the competitiveness of litchi industry in Maoming city is strong in the domestic market.However,the development of lychee industry mainly depends on scale and lags behind some other production areas in China in terms of efficiency.Its industrial competitiveness mainly comes from scale advantage,with low production efficiency and low yield of lychee per mu.In order to further research and analysis,this paper uses Michael.Porter’s diamond model is used to analyze the factors influencing the competitiveness of litchi industry in Maoming city.The results are as follows: Litchi industry in Maoming city has strong competitive advantages in comprehensive transportation system,geographical location and climate conditions,labor resources,capital resources,social and government support,etc.But there are unreasonable varieties structure;There are few professional cooperatives and leading enterprises,and the degree of organization is low.Weak brand awareness,lack of independent brands;The development of deep processing lags behind,and it is difficult to form industrial support;Cold chain logistics construction lags behind;The weak production technology and orchard management,low production efficiency of litchi and other adverse factors and problems seriously restrict the improvement of competitiveness of litchi industry in Maoming city.In view of the above problems,this paper puts forward the following countermeasures and suggestions:(1)take the market as the guidance,adjust the variety structure reasonably;(2)Cultivating leading enterprises and production and marketing intermediary organizations;(3)Strengthen brand awareness and build maoming litchi brand;(4)Vigorously develop deep processing industry and extend the industrial chain;(5)Pay attention to field pre-cooling and strengthen regional cold chain logistics;(6)Strengthen science and technology support,do a good job in agricultural technology extension services. |
