提高平和琯溪蜜柚营销水平的思考  

Thinkings on Improving Marketing Level of Pomelo‘Guanximiyou’in Pinghe County

作　　者：朱友添 ZHU You-tian(Pinghe Agriculture and Rural Affairs Bureau,Pinghe,Fujian 363700,China)

机构地区：[1]福建省平和县农业农村局,福建平和363700

出　　处：《东南园艺》2021年第4期77-80,共4页Southeast Horticulture

摘　　要：平和琯溪蜜柚是平和农民的脱贫致富果,在九十年代末,由于蜜柚经济价值高,带动了机械化上山开挖果园,产业规模不断发展壮大。但由于近十多年来,县外省外推广种植蜜柚面积不断扩大,出现了产量供给与市场需求矛盾,产地收购价格出现严重波动。本文对平和琯溪蜜柚面积、产量、产值、品种结构、品牌殊荣、国内外营销市场等现状进行分析,以及平和琯溪蜜柚存在产能过剩、蜜柚出口风险高、人工成本高、土壤发展后劲弱、品牌管理不规范、深加工能力差等问题深入研判,从推广蜜柚优良品种、保护生态环境、扩大出口、解决农民工短缺、增强发展后劲、提高品牌效应、对接深加工高新技术企业、发展新型蜜柚产业等8个方面细化措施,就如何提高平和琯溪蜜柚营销水平,来推进平和琯溪蜜柚产业持续健康发展,创新新型蜜柚产业,努力增强发展后劲,开拓营销新渠道进行深入阐述,来达到提高蜜柚产业经济效益、增加农民收入的目的,谈谈个人看法,供参考。Pomelo‘Guanximiyou’is a kind of fruit to help farmers overcome poverty in Pinghe County.In the late 1990s,high economic value of pomelo enhanced orchard development in mountains by mechanization and then led to growing industry scale.However,in the recent ten years,pomelo was extended to other areas,showing imbalance between yield supply and market demand and serious wave of purchasing price in original production areas.In this paper,the statues of area,yield,output value,variety structure,brand honor,marketing in domestic and international market and others were analyzed,overcapacity,high risk in export,high labor cost,low potential of soil,lack of standardization in brand management,weak capacity in downstream processing were discussed,some specified measures were proposed from eight aspects including popularizing exterior varieties,protecting ecological environment,expanding export,solve shortage of migrant farmers,strengthen the basis for sustained growth,improving brand effect,and contacting high and new tech enterprises of downstream processing.How to improve marketing level of pomelo‘Guanximiyou’in Pinghe County,enhance sustained and sound development of industry,make innovation of new-type industry,and increase marketing channels was also stated in order to improve economic benefits of pomelo industry and increase farmers’income.Our thinkings could provide references as a viewpoint.

关 键 词：平和琯溪蜜柚 营销水平 思考 

分 类 号：S666.3[农业科学—果树学]