Analysis on the Organizational Structure of Shandong Apple Industry Based on SCP Paradigm

摘要

Based on the development status of the apple industry in Shandong Province, using the SCP paradigm to analyze the market structure, market behavior and market performance of the apple industry in Shandong Province, it is found that the organizational structure of the apple industry in Shandong Province mainly has the following problems: The apple industry in Shandong Province is relatively low in concentration and the phenomenon of small-scale in production and operation is widespread . Most of the apples are late-maturing and fresh products, and the degree of product differentiation is low; sales channels are narrow; cooperatives have a low level of organization and lack of leading enterprises. Therefore, the planting area and variety structure should be adjusted to optimize the market structure; the promotion channels and the scope of cooperation should be broadened, and innovation capabilities should be improved to improve market behavior, thereby improving market performance.