Research on the Development of Kiwifruit Industry in Shaanxi Mei and Zhouzhi Counties Based on Analytic Hierarchy Process
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 devel-opment 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 pro-portion 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 imple-mentation 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 im-prove 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.
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