基于层次分析法的陕西眉县、周至县猕猴桃产业发展研究  

Research on the Development of Kiwifruit Industry inShaanxi Mei and Zhouzhi Counties Based on Analytic Hierarchy Process

作　　者：田昭[1] TIAN Zhao(Modern College of Northwest University Xi'an,Shaanxi 710130)

机构地区：[1]西北大学现代学院,陕西西安710130

出　　处：《辽宁农业科学》2024年第2期54-57,共4页Liaoning Agricultural Sciences

摘　　要：为进一步提高猕猴桃产业发展水平,以陕西省眉县及周至县为研究对象,采用层次分析法,对地区猕猴桃产业发展及影响因素进行了实证研究。结果表明,眉县及周至县猕猴桃产业发展处于中等偏下水平,综合得分为5.25分;在主要影响地区猕猴桃产业发展的4个因素中,营销因素影响权重的占比最大为0.49,但问卷得分却相对较低,营销渠道单一、推广方式老旧、营销策略缺乏创新是产业在营销过程中面临的主要问题;政策因素虽然在产业发展中影响权重排行第二,但二级指标的平均得分只有5.26,政策实施效果相对不明显,还有较大提升空间;在市场及资源因素中,眉县及周至县猕猴桃也存在对消费者偏好把握不够精准、技术利用率低等问题,阻碍了产业的进一步发展。提高眉县及周至县猕猴桃产业发展水平,应从拓展营销渠道,加强品牌建设,结合地区生产实践,提升相关政策实施水平,优化产业布局,积极引进新优品种等方面进行提升优化。In order to further improve the development level of kiwifruit industry,taking Shaanxi Mei County and Zhouzhi County as the research objects,analytic hierarchy process was adopted to carry out an empirical study on the development and influence factors of regional kiwifruit industry.The results show that the development of kiwifruit industry in Mei and Zhouzhi counties is in the lower middle level,with a comprehensive score of 5.25 points.Among the four factors that affect the development of regional kiwifruit industry,the proportion of marketing factor is the largest 0.49,but the questionnaire score is relatively low.Single marketing channels,old promotion methods and lack of innovation in marketing strategies are the main problems faced by the industry in the marketing process.Although policy factor ranks second in the influence weight of industrial development,the average score of the secondary index is only 5.26.In addition,the effect of policy implementation is relatively not obvious,and there is still much room for improvement.In the market and resource factors,kiwifruit in Mei and Zhouzhi counties also has problems of inaccurate grasp of consumer preferences and low technical utilization,which hinders the further development of the industry.Therefore,in order to improve the development level of kiwifruit industry in Mei and Zhouzhi county,we should expand marketing channels,strengthen brand building,combine regional production practices,improve the implementation level of relevant policies,optimize the industrial layout,and actively introduce new and excellent varieties.

关 键 词：猕猴桃种植 产业发展 层次分析法 影响因素 乡村振兴 

分 类 号：F327[经济管理—产业经济]