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At present, China’s main oil crops is mainly herbal oil crops, and the woody oil crops such as sasanqua, olive remains to be further developed. Widely developing woody oil crops can effectively alleviate the land fight between herb oil crop with food crops, heavy dependence on imports of grease raw materials. Besides, it is of great significance for farmers of mountain area to increase income and promote the process of urbanization.Sasanqua tree is a unique and special oil tree species in our country, which covers2000years of cultivation and utilization history. In southern China, there are14provinces (cities) of extensive cultivation. Sasanqua and its family products have a wide range of uses. But for various reasons, the sasanqua industry has been in a slow development progress. As China’s cooking oil crisis’s initial appearance and increasingly green and diverse needs of people, sasanqua and its products have been re-admitted from administration and market. At present, the sasanqua industry of China has been the infant phase as a sunrise industry. So how to promote the healthy and sustainable development of sasanqua industry is an urgent and important issue. Changning City, as the largest sasanqua growing area of Hunan Province, possesses more than one hundred years of cultivation history. As the representative for Changning’s sasanqua industry, this paper will take Changning sasanqua industry in Hunan province as example, analyzing on the current development of sasanqua industry as well as the main problems encountered, and putting forward policy proposals and countermeasures.Through a review of the relevant literature as well as the survey for related departments of sasanqua industry, sasanqua processing enterprises, and sasanqua growers in ChangNing City, it is found that both achievements and problems exist in the development of sasanqua industry. In the aspect of seed breeding and marketing areas, the achieved results are: screening and nurtured a series of excellent quality ones; establishing a high-yield forestry, breeding demonstration forest, low-yield improvement forest; establishing a breeding base. The main problems are the lack of funds and the breeding scale of thoroughbred breeding base. In the aspect of planting, achievements and existing strengths are:superior natural conditions, high quality of sasanqua; a large scale for planting, the development of big space; enhanced marketing awareness of basic units and farmers; initial establishment of cooperation organization. The main problems are that the operation decentralization of small farmers; extensive operation and mismanagement. In the processing part, there are a certain number of processing enterprises in ChangNing City, but mainly middle and small enterprises with small processing scale; low deep-processing ability, low utilization rate; few leading enterprises and low competitive in the whole industry. In the marketing aspect, because of its long history, unique quality, sasanqua in ChangNing achieved initial recognition of consumers with a wide market. In addition, fostering regional brand of sasanqua in Changning is remarkable, but there are some problems such as not enough brand management consciousness, rough packaging, insufficient brand promotion, low popularity, single channel, low-level dominated, disorderly competition, and the lack of integration etc.To solve the problems above, we must first select the appropriate model for sasanqua industry development of ChangNing, understanding relevant subjects’interests. Secondly, fully utilizing the government’s macro-control function, and strengthening in the aspects of capital investment, industry management, technical support as well as interest protection for farmers etc. Also, enterprises and cooperative organizations should also enhance their market competitiveness, carrying out intensive processing and comprehensive utilization of sasanqua resources to carry out brand operation, and improve sale channels.
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