云南省核桃产业发展策略研究

Study on the Development Strategy of Walnut Industry in Yunnan Province

以核桃销售终端为切入点,基于云南省核桃消费市场调研数据和统计年鉴静态数据对云南省核桃产业如何健康有序发展进行研究。结果表明:中国核桃市场供给量略小于需求量,核桃产业未来发展空间大;云南省核桃产业发展面临着市场体系不完善、有效监管体系缺乏、深加工技术落后、品牌化进程缓慢、营销模式单一等问题。因此,建议着力打造高品质核桃及其相关产品,构建核桃健康消费市场体系,加强科技资金投入力度以及加快品牌建设,促进云南省核桃产业快速、健康、有序发展。

⑴ Background--As one of the important industries that Yunnan Province has vigorously developed in recent years,the walnut industry has played an important role in increasing farmers production and income,and realizing rural revitalization.Under the background of the country s vigorous implementation of the supply-side reform policy,how to solve the difficult situation of walnut sales and how to ensure the healthy and orderly development while developing rapidly are urgent problems for the academic community.⑵ Methods--Based on the theory of supply and demand,the problems between the supply of walnut industry market and consumer demand are analyzed.The discussion method is used to conduct a research on the supply and sales of walnut products.Questionnaires are used to investigate the consumers consumption preferences and demands for walnut products in Kunming.A field research is conducted on the walnut trading market in the traditional walnut producing areas of Dali Bai Autonomous Prefecture,Chuxiong Yi Autonomous Prefecture,Baoshan City and Lincang City in Yunnan Province,so as to learn about the information of market supervision system,product processing and sales.⑶ Results--The current domestic demand for walnuts is slightly greater than the supply and the walnut industry has a good development prospect;in the online and offline sales platform,the walnut product category is rich,and the prices of walnut primary processed products and deep processed products are quite different.The price difference between traditional unprocessed products and deep processed products is up to 15 times.The online walnut product brands and sales volume are relatively more compared with those of offline;compared with deep processed products,the primary processed products are more popular with consumers,which may be related to the characteristics of walnut products,processing technology,processing quality,sales channels and other factors.Through visiting the main producing areas of walnuts,we found that the walnut market supervision system is imperfect.In the sales markets of walnut producing areas and the farmer s markets in the walnut consumption areas,many walnut products ,which have no product packaging,no production date,no place of origin identification,no health and quarantine,can be found.At the same time,in terms of technology investment and product processing,compared with Xinjiang,Hebei and other walnut provinces,the market competitiveness of Yunnan walnut industry is obviously insufficient.In addition,the marketing mode of walnut products in Yunnan Province is backward and the national famous brand has not yet been established,which further restricts the healthy and long-term development of the walnut industry.⑷ Conclusions and Discussions--First,the relevant government departments should actively establish and improve the market system for the supervision and sales of walnut products,severely crack down on illegal activities such as disrupting market order and product fraud and punish illegal traders,so as to ensure the quality of walnut products in market sales.Second,government departments,universities,research institutes and other social organizations should jointly support the improvement of the quality of walnut products in Yunnan Province.We should not only strengthen the support for the production of walnut products,but also strengthen the support for the sales of walnut products.Finally,the major walnut producing areas in Yunnan Province should establish the awareness of weakening regional walnut brand,and actively respond to the creation of the province s walnut brand“Yunnan walnut”,so as to help better realize the brand effect of Yunnan walnut in the country.