基于SWOT分析的威海无花果酒产业发展对策研究

Research on development countermeasures of Weihai fig wine industry based on SWOT analysis

威海作为中国无花果之乡,是中国无花果栽植面积最大的产区之一。近年来,威海市政府着力发展无花果精深加工产业,无花果酒产业顺势而生,但是产业发展速度逐渐加快的同时也出现了诸多问题,为此,亟待梳理产业发展不畅的具体表现,剖析产业发展的制约因素,提出威海市无花果酒产业健康快速发展的对策建议。通过实地走访、访谈、网络调研等调查发现,威海无花果酒产业存在企业发展不均衡、产区定位不清、产品品类少、无法满足多元化市场需求等问题。再利用SWOT分析法,分析威海无花果酒产业发展的内部优势、劣势和外部机遇、威胁,并提出相应的对策建议:推进“文化旅游+无花果酒”产业融合发展、打造无花果酒产业集群、实施数字营销战略、培育无花果酒“专精特新”企业,推动产业高质量发展。

As the hometown of fig in China,Weihai is one of the largest fig planting areas in China.In recent years,the government of Weihai focused on the development of fig refined and deep processing industry,and the fig wine industry was born along with the trend.However,many problems appeared with the gradually accelerated development of the industry.Therefore,it is urgent to sort out the specific performance of poor industrial development,analyze the restricting factors of industrial development,and put forward the countermeasures and suggestions for the healthy and rapid development of fig wine industry in Weihai.Through field visits,interviews and network surveys,it was found that there were problems in the Weihai fig wine industry,such as unbalanced development of enterprises,unclear positioning of production areas,few product categories and inability to meet diversified market demands.The internal advantages and disadvantages,and external opportunities and threats of Weihai fig wine industry were analyzed by SWOT analysis,and corresponding countermeasures and suggestions were put forward:promoting the integrated development of"cultural tourism+fig wine"industry,building fig wine industry cluster,implementing digital marketing strategy,cultivating fig wine"specialized,special and new"enterprises,and promoting the high-quality development of the industry.