山东工商学院学报

基于波特五力模型对烟台苹果产业竞争力进行分析,指出了烟台苹果生产经营过程中缺少规模效应、苹果质量参差错落、政府和果农品牌意识淡薄、苹果产业链条较为单一创新能力较弱和苹果采后处理技术落后等问题。结合苹果产业竞争力微笑曲线理论,从苹果生产端和销售端2方面提出5点烟台苹果产业竞争力的提升路径与发展方向。生产端层面:不断提高烟台苹果的质量,巩固其优势地位;不断进行技术创新,增强创新意识,促进产业链标准化。销售端层面:发挥行业协会的作用,在"互联网+"时代实现烟台苹果的销售全球化;政府应推广烟台苹果品牌,坚持实施"变品牌为名牌"战略;大力发展冷藏运输,保障烟台苹果的新鲜度。

Based on Porter's five-force model, this paper analyzes the competitiveness of Yantai's apple industry, and points out that there is a lack of scale effect in the production and management of Yantai apples, the quality of apples is staggered, the government and fruit farmers' brand awareness is weak, and the apple industry chain is relatively single and innovative. Based on the smile curve theory of apple's industrial competitiveness, the paper proposes the improvement path and development direction of Yantai's apple industry competitiveness from the aspects of apple production and sales. At the production end level, the paper suggests the industry to continuously improve the quality of Yantai apples, consolidate its dominant position,ceaselessly carry out technological innovation, enhance innovation awareness and promote industrial chain standardization. At the sales end level,we believe the power of industry associations to realize the globalization of Yantai Apple's sales in the "Internet+" era; the government should promote Yantai Apple brand, adhere to the "change brand as a famous brand" strategy and vigorously encourage refrigerated transport to protect Yantai apples Freshness.