With the improvement of human living standards and living conditions, vegetables and fruits account for an increasing proportion of food composition, playing an important role in supplementing human nutrition and improving human health. Others Horticultural products (such as flowers, etc.) are increasingly entering the lives of ordinary people. In 2006, the sales volume of edible medicinal flowers alone reached 93.569 million kg, with sales of 1.718 billion yuan. It is reported that the Public Nutrition and Development Center of the National Development and Reform Commission launched "Drink Nutrition" in 2009, recommending "Drink Healthy Water" and "Drink Fruit" to the public ", "Drinking Grain", etc., and plans to include it in the national public nutrition improvement project. The production and consumption of horticultural products has become a symbol of the economic status and people's living standards of a country and region. 1 Development status and existing problems of the horticulture industry 1.1 Development status of the horticulture industry Horticulture products are not only the main source of food for the human body, but also important industrial raw materials. The role of horticulture products in the national economy continues to increase. Since 2001, the output value of vegetables has exceeded that of grain and has become the primary industry in the planting industry. Since then, its proportion has been increasing year by year (the sown area of ??vegetables has grown from 5.7122 million hm2 in 1992 to 17.7207 million hm2 in 2005 and 17.7207 million hm2 in 2006. 18.2169 million hm2). If fruits (orchard area of ??10.0352 million hm2 in 2005 and 10.0423 million hm2 in 2006) and flowers (planting area of ??722,000 hm2 in 2006) are included, the horticulture industry accounts for a larger proportion of the planting industry, and the horticulture industry plays an important role in the rural economy. Its position as a pillar in China has become increasingly stable. In addition, the horticulture industry is a labor-intensive industry with high comparative efficiency, which is conducive to solving employment problems, developing rural economy, and narrowing the gap between urban and rural areas. 1.2 Weak ability to withstand natural disasters and market risks my country's horticulture production is mostly individual and decentralized production, and has weak ability to withstand natural disasters and market risks. The contradiction between small production and large markets and large circulation is very prominent. Due to the scattered land and low degree of production organization, and the government's macro-control function is difficult to control the planting area of ??horticultural products, the planting area of ??horticultural products is not strong and the area changes greatly. As a result, prices fluctuate excessively, and the problem of excess "difficulty selling" is very prominent. 1.3 Most horticultural products are used in a fresh state, which suffers heavy losses during transportation. Most horticultural products are used in a fresh state, with a general water content of more than 90%. Since the post-production processing of horticultural products is relatively backward, the processing level of horticultural products is not high. The postpartum processing chain has not yet been formed or is very irregular, resulting in serious losses during transportation. According to statistics, the annual loss and waste rate of vegetables in my country in the field and circulation process is as high as 1/3 of the output. 1.4 Low branding rate. Although my country is a major producer of fruits, vegetables, and flowers in the world. Apple and pear production ranks first in the world, and citrus production is second only to Brazil and the United States. In 2007, the export of vegetables and fruits increased, but my country's Most horticultural products are exported in the form of raw materials or semi-finished products. Without leading brands, high value-added or intensively processed products, my country's horticultural industry will only be able to earn cheap labor fees in the international competition. However, my country's labor costs are rising rapidly, and the cost advantage in horticultural production in the past will gradually weaken. 1.5 Insufficient attention is paid to the safe production of horticultural products. On the one hand, people are highly sensitive to food safety, and on the other hand, it is difficult to control and supervise the production process. Although my country is a major producer of fruits, vegetables, and flowers in the world, only 5% of it is able to participate in international competition due to excessive pesticide and fertilizer residues. Out of concerns about food safety and trade protectionism, many developed countries have introduced more and more technical trade restrictions, constantly raising the entry threshold for agricultural products. The promulgation and implementation of Japan’s “Positive List System for Residues of Agricultural Chemicals in Food” (commonly referred to as the “Positive List” system) on May 29, 2006 is to strengthen the monitoring of drug residues in imported agricultural products and food in a targeted manner. In 2007, Japan detained 439 batches of Chinese agricultural products and food products, including 120 batches of vegetables due to excessive pesticide residues, accounting for 27.33% of the detained products. 2 Development Trend of Horticulture Industry 2.1 It is developing towards the direction of moderate-scale industrialized operation. Under the simultaneous effect of government guidance, enterprise promotion, key household demonstration and other measures, the horticultural industry is moving towards the modernization of large-scale operation and industrialized production. Agricultural development.

Through measures such as cultivating horticultural product brokers and strengthening the management of circulation links, an industrial structure in which all links are organically combined and benefits are shared is being formed, and it is expected to realize the integrated operation of planting, processing, and sales of horticultural products. Through horticulture brokers, we visit the market and find out the market conditions, and ship products to wherever the market is in short supply. At the same time, we guide farmers to plant some seasonal horticultural products with high prices and great market potential according to market demand. Strengthen circulation management by building wholesale markets with location advantages and important distribution functions, enhancing large circulation hubs, and comprehensive functions in business flow, logistics, and information flow. The "Decision of the Central Committee of the Communist Party of China on Several Major Issues in Promoting Rural Reform and Development" passed by the Third Plenary Session of the 17th Central Committee of the Communist Party of China encourages the development of various forms of moderate-scale operations. 2.2 Advantageous horticultural industries and brands in various regions are developing rapidly. my country has abundant famous and high-quality horticultural resources, such as cantaloupes and grapes in Xinjiang, peonies in Heze, Shandong, wolfberries in Ningxia, apples in Yantai, pears in Laiyang, radishes in Weifang, etc. The government is vigorously promoting the "geographical indication" product certification and the "one village, one product" project to tap and leverage the resource advantages of various regions. In recent years, the advantageous horticulture industry in various regions has developed rapidly. At present, my country's horticulture industry is accelerating its development in the direction of high yield, high quality, efficiency, ecology, and safety. Urban and rural residents' consumer demand for safe and high-quality horticultural products is also growing rapidly. Promoting the production of pollution-free, green, and organic horticulture products. Having brands and trademarks has become a development trend. The food safety and quality system "from farmland to table" is being established. Therefore, pollution-free, green, and organic horticulture has broad development prospects and market space. 2.3 Sightseeing and leisure gardening develop rapidly. With the improvement of people's living standards, leisure gardening and ecological restaurants focusing on sightseeing, tourism, picking, etc. have developed rapidly in many places such as urban suburbs, and urban agriculture has been put on the development agenda. The ecological restaurant is also called a greenhouse ecological restaurant. The restaurant has a green natural environment. It comprehensively uses the knowledge of architecture, gardening, facility horticulture, ecology and other related disciplines for planning, design and construction, and uses facility horticulture control technology and agronomic cultivation technology. To maintain the beautiful environment of the restaurant, form a green, beautiful and pleasant dining environment that is mainly composed of green landscape plants, with vegetables, fruits, flowers and other plants reasonably arranged, combined with garden landscapes such as rockeries, waterfalls, small bridges and flowing water, etc. The development of ecological restaurants requires good geographical advantages and customer source potential. Currently, there are more than 200 ecological restaurants in our country. Urban agriculture is derived from the development of "suburban agriculture". It organically combines modern agricultural exhibitions, tourism, and popular science education. It follows the path of comprehensive management and development of fruits, vegetables, and flowers, integrating agricultural production and ecological construction. It integrates physical and mental pleasure, realizes urban-rural interaction, and expands urban development space. Urban agriculture has the functions of ensuring life, developing economy, balancing ecology, tourism and leisure, earning foreign exchange from exports, educating and demonstrating, and making farmers rich. It can take the form of participation experience (picking, etc.), display and demonstration (observation and education), leisure and recuperation, etc. It has become increasingly popular nowadays. It has become an important part of the economic, social and ecological environment construction of large cities. 3. Countermeasures and measures to develop the horticulture industry 3.1 Adapt measures to local conditions and develop characteristic horticulture industry. According to the differences in resource endowments of various places and in accordance with domestic and foreign market demands, the production has local location advantages and resource advantages, and is suitable for local natural climate characteristics and actual production. High value-added advantageous horticultural products. Resource endowments include geographical conditions, historical and cultural conditions, etc. For example, Zhangjiakou and Chengde are outstanding summer and autumn vegetable production areas in the country, producing high-quality off-season vegetable products; and Hubei's alpine vegetable production are all successful cases of taking advantage of geographical advantages. The peonies in Luoyang and Heze have historical and cultural characteristics. The "one village, one product" and "geographical indication" strategies that our country is now encouraging and promoting are based on the resource endowments and characteristics of the respective regions and market-oriented, transforming resource advantages into industry and brand advantages, so that they can gradually become regional characteristics. industrial chain or industrial cluster. To develop the horticulture industry, we should not blindly follow the trend, but should take a unique path based on resource advantages and climate advantages and adapt to local conditions. In the past few years, Fuji apples were so popular that many places cut down their original fruit trees and replaced them with Fuji apples. But now some people want to eat the original "Kokumitsu" apples, and they are "Little Kuokumitsu" apples. A farmer in Shaanxi originally planted "Qinguan" apple variety. When everyone followed the trend and switched to "Fuji", he considered that "Qinguan" was good, easy to manage in terms of production, and did not have bad years, so he kept it. , and now his "Qin Guan" apples are selling very well.

3.2 Adopt a differentiated strategy to promote market competitiveness. With the continuous improvement of people’s living standards and quality of life, as well as the accelerated development of urbanization, the consumer market is constantly segmented, and the diversity of consumption habits is taking shape, requiring diverse products. Chemical, highly nutritious, and pollution-free, therefore, the production arrangement of horticultural products is required to be reasonably arranged to form characteristics. First, the varieties must be reasonably matched to achieve differentiation in products; second, the crop arrangement must also be diversified and staggered. During the sowing period, we can achieve diversification of product types in the same launch period and different launch periods of the same type of products. Only by segmenting the market, reasonably positioning, and achieving differentiation (mini, health care, leisure and sightseeing) can we form our own characteristics. For example, Beijing's "one district, one product" pattern is that 14 kinds of specialty agricultural products, including Fengtai flowers, Fangshan edible fungi, Huairou chestnuts, Mentougou cherries, Changping apples, Daxing watermelons, and Pinggu peaches, are the best examples of product differentiation. . Any competitive advantage is temporary and cannot be maintained for a long time, so while continuing to grow its core business, it continues to fine-tune its strategy to adapt to market changes. In today's world, innovation and speed are important success factors. 3.3 Implement brand strategy to safeguard the healthy development of the horticulture industry. Food safety is receiving more and more attention. Consumers’ pursuit of brands and famous and premium horticultural products is increasing. Therefore, they require the production of safe and pollution-free agricultural products. Increase the proportion of high-quality and high-priced products such as organic horticultural products and specialty horticultural products in the products; on the basis of vigorously developing brand management through registered trademarks, combined with geographical indications, pollution-free certification and other measures, create green organic horticultural products. The development quality of a horticultural product is closely related to the level of social development, social environment, government support, product packaging, marketing planning, etc. However, the key to how far it can go in the end lies in the intrinsic quality of the horticultural product itself. Other aspects are just The icing on the cake. Therefore, in order to obtain trademarks, geographical indications, green food, and organic food certifications, we also need to work hard on the intrinsic quality of the product. 3.4 Strengthen marketing and maintain the sustainable development of the industry. Adopt multiple measures and multi-angle marketing strategies to form a diversified marketing model: on-site displays, exhibitions, trade fairs, holiday gift boxes, gift boxes, supermarket direct sales, etc., as well as health care, education , picking, entertainment, leisure and other aspects. The horticultural products of Beijing Xiaotangshan Modern Agricultural Science and Technology Demonstration Park are mainly sold directly. They have counters in more than 60 supermarkets in Beijing. They also provide holiday gift vegetables. In 2005, the annual sales of vegetables were 4.3 million kg, and the sales revenue exceeded 27 million yuan. In the marketing of gardening products, the importance of word-of-mouth cannot be ignored. Especially when word-of-mouth comes from persuasive people, and when matched with the best time and place, it will create great product visibility. If marketing intervenes in a timely manner, this visibility can stimulate sales orders. The cost of attracting a new customer is about five times that of retaining an existing customer. The customer churn rate is reduced by 5%, and profits can be increased by 5% to 85%. Therefore, if you have good products, build a brand, and provide good product marketing services, you can maintain the sustainable development of the industry. 3.5 Be consistent with national policies. Strive for policy support. At different stages of development, countries will have different industrial development directions, as well as corresponding support policies and incentives. The development of the horticulture industry must be good at free riding on national policy support. Now the state encourages moderate-scale operations, various safety certifications, applications and certifications of geographical indications, etc. Many local governments will introduce some incentive measures accordingly, or the government will hold some promotion activities. For example, after Jiangsu Dongtai watermelon obtained the certificate of origin trademark, the government assisted in carrying out promotion activities in the main sales area. At the same time, it stipulated that the applicant for creating a watermelon pollution-free, green, and organic food brand would be rewarded 10,000, 20,000, and 30,000 yuan respectively. In order to build an apple brand, Beijing's Changping District has stepped up promotion activities while obtaining a national geographical indication. It has held five consecutive Apple Festivals and has also introduced many incentives and supports such as organic fertilizer operations, pollinator subsidy policies, and fruit bag subsidies. policy. All local governments are keen to hold various festivals related to local specialty horticultural products, which is a strong support for the local specialty horticulture industry to become bigger and stronger. Wuhan Hongshan Vegetable Culture Festival, Wuhan Caidian Lotus Root Festival, Gansu Dingxi Potato Festival, Shandong Heze Peony Festival, Beijing Daxing Watermelon Festival, Shouguang Vegetable Expo, etc.

3.6 Scientific planting, sustainable development Although the status of the horticulture industry in the national economy continues to strengthen, farmers are more enthusiastic about planting horticultural crops and agricultural-related enterprises are developing horticultural products. The production of horticultural products is also receiving more and more attention from local governments. However, horticulture New situations and new problems arising in production should also be taken seriously. At present, continuous cropping is a bottleneck restricting the sustainable and efficient development of facility horticulture, especially the vegetable industry. Blindly expanding the planting area of ??alpine vegetables will face the risk of environmental damage. Economic development cannot be at the expense of the environment on which human beings depend. In the same way, to develop the horticulture industry, we should also explore ways to achieve development goals while protecting and improving the ecological environment, and seek a path to sustainable agricultural development.