关键词: 延安市, 苹果产业, SWOT分析法, 提升建议

Abstract: Yan'an city is one of the regions that meet the seven indicators of the suitable apple growing areas in the world. In recent years, the economy has been rising in Yan'an city. As the pillar industry of Yan'an city, agricultural industry plays a leading role, and apple industry has also gradually become the main industry of increasing farmers' income. The SWOT analysis method was used to analyze the strengths, weaknesses, opportunities and threats of apple industry development in Yan'an city. It was found that there were some problems, such as low yield per unit area, single variety, seasonal shortage of labor force and low natural disaster prevention ability. Combined with the actual development situation of apple industry in Yan'an city, some suggestions were put forward,which including giving full play to regional advantages to expand brand effect, using technological advantages to incr ease the market share of apple juice, paying attention to technological innovation to develop green products, establishing a scientific disaster prevention system to ensure apple quality, promoting the orchard mechanization to improve production efficiency, paying attention to market demand to optimize variety structure, and avoiding risks to improve farmers' awareness of disaster resistance, in order to provide theoretical basis for apple industry development in Yan'an city.

Key words: Yan'an city;, apple industry, SWOT analysis method, promotion suggestions