Research On The Development Status And Countermaesures Of Shatian Pomelo Industry In Rongxian County Of Guangxi

Rongxian Shatian pomelo is a famous characteristic fruit in Guangxi,In2019,Rongxian county has Shatian pomelo orchards with an area of 6470 hm~2,an output of 192000 tons and an output value of 699 million yuan.There are enterprise brands such as"Fei Chang Tian"and"Huang Xiao pomelo",which are regional public brands of"Gui Zi"in Guangxi.It has developed into the leading agricultural industry with the most local characteristics and development potential in Rongxian County.However,with the good development momentum of the industry,there are still many problems.Therefore,Through literature analysis,questionnaire survey and swot analysis,this paper analyzes the development status and existing problems of Shatian pomelo industry,and puts forward targeted suggestions to promote the transformation and upgrading of the shatian pomelo industry,and the research conclusions are as follows:According to the questionnaire analysis,the age of fruit farmers is aging and the educational level is low.Fruit farmers over 40 account for 68.46%,and junior middle school and below account for 79.99%;Fruit growers face difficulties in technology,management,diseases and pests,etc;74.62%of fruit farmers believe that Shatian pomelo is difficult to sell,and only 23.08%of fruit farmers sell pomelo through cooperatives or enterprises.Through SWOT analysis,it is found that Rongxian Shatian pomelo industry has obvious advantages,such as superior geographical location,long planting time,good quality,great development momentum and Agricultural Tourism Alliance Development;However,it also faces the disadvantages of weak comprehensive strength of the county,low utilization rate of short video platform and low integration of agriculture and tourism.At the same time,there are also opportunities for increasing consumer demand for fresh fruits,new opportunities for the integration of agriculture and tourism,and new marketing models for short videos and government support;The threats are the obstruction of market information,external competitive pressure is high,and various potential risk threats.The following problems exist in the development of Shatian pomelo industry in Rong County:it is easy to encounter the adverse effects of disease and insect pests and natural disasters in planting,mainly decentralized operation,low degree of organization,and prominent problems of variety degradation and quality differentiation;The level of R&D technology is not high,extensive management is the main,and the degree of standardization is low;In terms of marketing,there are some problems,such as traditional sales channels,weak online sales,Complex marketing environment,Insufficient brand construction and protection.Synthesizing the above analysis,and proceeding from the actual situation of the agricultural industry in Rongxian County,we put forward the next solution for the development of the Shatian Pomelo industry in Rongxian County:First,we should consolidate the industrial foundation,the second,we should strengthen the science,technology and talents for the development of Shatian Pomelo industry,the third is to strengthen the construction of marketing system,innovate marketing mode,Finally,strengthen the supporting role of the government departments in system construction,capital,technical support and industrial integration development.