基于SWOT分析的某村陈皮产业发展现状与策略研究

Research on the Development Status and Strategy of Chenpi Industry in a Village Based on SWOT Analysis

摘要: 新会陈皮作为国家地理标志产品，兼具文化传承与经济价值，其核心产区天禄村在产业升级与技术革新中具有典型意义。基于文献资料法、访谈法与实地考察法，聚焦天禄村陈皮产业的种植、加工与三产融合路径，剖析其依托“陈皮 + 文化 + 旅游 + 互联网”模式实现产业链延伸的实践经验。研究发现，天禄村凭借自然禀赋、传统技艺与政策支持形成产业优势，通过技术改良提升产品标准化水平，并以“百千万工程”为契机优化基础设施与区域协作，2022年村民人均收入突破8万元。然而，品牌辨识度不足、创新能力薄弱及市场规范化欠缺等问题制约其可持续发展。通过SWOT分析提出：强化“自然生晒”工艺的差异化竞争，构建“大基地 + 大加工 + 大融合”的现代化产业格局；借助跨境电商与文旅融合拓展市场，推动陈皮深加工与文化IP开发；完善质量安全体系与标准化生产，应对低价竞争与品质风险。研究结论为天禄村陈皮产业突破瓶颈提供策略参考，同时为乡村特色产业振兴与三产融合提供实践启示。

Abstract: As a national geographical indication product, Xinhui Chenpi has both cultural heritage and economic value. Its core production area, Tianlu Village, has typical significance in industrial upgrading and technological innovation. Based on the methods of literature review, interview and field survey, this paper focuses on the planting, processing and integration of three industries of tangerine peel industry in Tianlu Village, and analyzes its practical experience in realizing the extension of industrial chain by relying on the model of “tangerine peel + culture + tourism + Internet”. Research has found that Tianlu Village has formed industrial advantages through natural endowments, traditional skills, and policy support. Through technological improvements, the standardization level of products has been improved, and the “Millions of Projects” have been used as an opportunity to optimize infrastructure and regional cooperation. By 2022, the per capita income of villagers will exceed 80,000 yuan. However, issues such as insufficient brand recognition, weak innovation capabilities, and lack of market standardization constrain its sustainable development. Through SWOT analysis, it is proposed to strengthen the differentiated competition of “natural sun drying” technology and build a modern industrial pattern of “large base + large processing + large integration”; Expand the market through the integration of cross-border e-commerce and cultural tourism, and promote the deep processing of dried tangerine peel and the development of cultural IP; Improve the quality and safety system and standardize production to cope with low price competition and quality risks. The research conclusion provides strategic reference for the breakthrough of the Chenpi industry in Tianlu Village, and also provides practical inspiration for the revitalization of rural characteristic industries and the integration of the tertiary industry.