Abstract:

In order to fully understand the current situation and push ahead with the rapid development of apple industry in Fengxian, a survey about fruiter production status was conducted from 2009 to 2011. The results suggested that the level of orchardists’ culture was low overall, young manpower was lacked of, orchardists’ annual income was generally less than 30000 yuan, total investment increased every year while the input-output ratio steadily reduces, the proportion of late-maturing varieties was excessive, the attitude towards the adoption of new technologies is conservative, the traditional sales model is used currently and the establishment of new marketing channels is expected, etc. Aiming at the above problems that exist in the Fengxian’s apple industrial production, through the analysis of the development status of international agricultural industrialization and domestic apple production, combining with the apple industry development status and trends in Fengxian, some ideas and measures were proposed about further development of Fengxian’s apple industry such as: (1) Strengthening the base construction and strict implementation of safety and health standards. (2) Actively guiding the small orchardists, and strengthening the leading enterprises, promoting the level of industrialization. (3) Solving the problem of unreasonable production layout and institutions. (4) Exploiting domestic and foreign markets, improving the function of market services; (5) Establishing marketing network system. (6) Integrating the resources, developing tourist fruit industry to create a new bright spot in the fruit industry development.