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

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