The Evaluation and Suggestion for the Development of Dried Tangerine Peels Industry a Case Study of Xinhui

摘要

n the market of dried tangerine peels, Xinhui dried tangerine peels industry, which is represented by Xinhui Dried Tangerine Peels Village (XDV)”, is the most representative among other dried tangerine peels. In the paper, the case study and qualitative method are used to analyze the current condition of the Xinhui dried tangerine peels industry, and to provide suggestions for the future development of the Xinhui dried tangerine peels industry. It turns out that the disadvantages of XDV are the relatively low popularity, a large number of small-sized competitors, and the small differentiation between XDV and other small producers, while the advantages of XDV are its deep culture and the high quality of XDV products. Therefore, the appropriate method for the future development of the XDV is the branding strategy since the disadvantages of the XDV can be solved by branding strategy, and the advantages are corresponding to the application of branding strategy. There are several steps to take to reach the success of the branding strategy in several aspects. The first step is to define a clear value proposition, which makes the direction of the development clear. Secondly, XDV should use a diversification strategy for the future development of its products. Also, with the improvement of products, promotion is necessary for the future development of XDV because a good promotion can attract more potential consumers and help XDV remain popular. Lastly, with high popularity, the price of the Xinhui dried tangerine peels from XDV should be lower since the sales have already made up for the cost of maintaining the “high-cost” channel. As a result, the development methods that this paper provides for the researchers and businessmen of Xinhui dried tangerine peels market would be helpful to apply and confirm in the future.