The navel orange industry in our city is no exception. In recent years, due to large-scale development, the output has soared, which has made it difficult to sell navel oranges and reduced the benefits of navel orange farmers. To maintain the sustained and healthy development of navel orange industry, we need to make efforts from the upper government and the lower fruit farmers. For fruit farmers, the key is to continue to maintain and further develop their subjective initiative and enthusiasm for production, take the market as the guide, deeply adjust the structure, and improve the efficiency of fruit planting. To do this, we must build a bridge between farmers and the market, and we must pass the information to fruit farmers and let their products enter the market. The establishment of the fruit industry association is to build this bridge. Fruit Industry Association is a collective-owned civil society with independent legal personality, which is voluntarily organized and registered by fruit farmers or enterprises directly engaged in fruit industry production and processing. Fruit farmers generally join in families, and other organizations join in groups. Its fundamental purpose is to serve members, not to make profits as the main purpose, to carry out consignment purchase or direct business activities of agricultural products and means of production. The association can be established according to administrative divisions, or it can be established by breaking the boundaries of administrative divisions. All members, big or small, are equal, and there is no superior-subordinate relationship. All exchanges follow the principle of voluntariness and mutual benefit. However, federations can be established according to administrative divisions or certain natural ecological areas. The management organization established by the association must be democratically elected by members or their representatives and can be replaced at any time; The chairman is the legal representative of the association. Members or members' congresses elect the leading bodies of the Association, and there is also a board of supervisors to supervise the work of the Association. The board of supervisors is only responsible to the members of the association and only to the laws and regulations. The highest authority of the association is the general meeting of members or the general assembly of members. First, the shortage of county associations in China. Building a new socialist countryside is the strategic goal put forward by the Fifth Plenary Session of the 16th CPC Central Committee. Developing production is the key and core of building a new countryside. Organizing farmers to establish rural professional economic associations is an inevitable product of rural production relations adapting to the requirements of productivity development and an effective way to promote production development and increase farmers' income. Among them, the most remarkable is the optimal allocation of labor and agricultural resources, which promotes the effective adjustment and free flow of factors between urban and rural areas, industries and regions, breaks through the old relationship that hinders the development of productive forces and creates new ones that promote the development of productive forces. However, there are many shortcomings in the concrete operation of the association: 1, the function of the association has not been brought into play and it relies too much on the government. Associations in our county are established under the guidance or auspices of government departments, and almost all the functions of associations are handled by departments. The legal entity that should be independent seems to be a subordinate unit of the department and has not played its due role at all. Technology promotion and marketing are undertaken by the government. Under the condition of market economy, the authority of the association comes from the sense of identity generated by the market and enterprises in the process of enjoying the services of trade associations. The current association has not provided effective services for fruit farmers. 2. members don't know enough about the association. Most fruit farmers tend to look at the fruit industry association from a temporary utilitarian point of view, "what is thought, nothing is left"; As long as navel oranges sell well, they don't need the "care" of the fruit industry association. In the survey, some fruit farmers think that joining the fruit industry association is boring, and some fruit farmers think that joining is also fun. This shows that the fruit industry association has not yet formed influence and attraction in the eyes of fruit farmers. 3, the association has not yet played its basic function. The association is still in its infancy. Some functions of the association, such as information collection and dissemination, agricultural materials acquisition, fruit market development and sales, unified implementation of pollution-free operating procedures, etc., especially failed to give full play to resource advantages. Small-scale operation can produce products in batches according to market requirements, make decentralized production form a centralized market, organize and coordinate fruit sales, and achieve the purposes of reducing production costs, actively participating in competition, expanding product markets and increasing farmers' income. 4. The association lacks specialized talents. Talent is the main pillar of the association, especially senior professionals, which is directly related to the success or failure of the association. At the beginning of the establishment of the association, most of the administrative staff of the competent department worked part-time (without the leadership of the competent department, it was difficult to form an association), and the professionals who knew management in their prime of life were reluctant to enter such institutions. This is difficult to meet the needs of market economy and social development, and the association has become an empty shell. 5. The media lacks publicity. Association was born to meet the needs of market economy, and its role in the formation of market economy system is irreplaceable, but the society does not know much about it, which is related to insufficient publicity and government attention. The news media did not give full play to the guiding role of public opinion, did not do a good job in propaganda, and promoted the healthy development of the association. Second, give play to the role and function of rural professional associations. Suggestions and comments 1. It is necessary to clarify the social and economic status of associations. An association can drive an industry and promote the all-round development of agriculture and rural economy in a region. Therefore, it should be confirmed that the association is a new carrier reflecting the requirements of rural productivity at this stage and a good start for the second leap of agriculture. Especially in economically backward areas, we should take the development association as the leading force to promote the adjustment of agricultural structure and the development of rural market economy, as an important measure to improve the degree of farmers' organization and agricultural marketization, firmly establish the concept that grasping the association is to support farmers and accelerate the process of agricultural industrialization, and actively create a good environment for the development of rural professional economic associations. 2. The government should actively support rural professional economic associations. The association is still in the early stage of development, lacking funds, technology and talents, which leads to a low level of service and cannot meet the needs of its members. In terms of technical services, the association relies on local governments and departments to provide it, lacking advanced production technology dissemination channels, with little information and low scientific and technological content of products. In terms of talents, there are few professionals who are in the prime of life and understand management, and the awareness and ability to adapt to the market economy are not strong, and there is a shortage of compound talents who understand technology, management and market development. Therefore, in accordance with the requirements of "giving more, taking less and letting loose" put forward by the central government, we should increase our support for rural professional economic associations in terms of funds, technology, information, education and training to help them strengthen their bones and improve their development ability. Its methods: first, hire scientific and technological personnel to hold training courses, or conduct scientific and technological consultation and roving guidance; The second is to let the members of the association go out to visit and study, learn advanced experience and learn scientific and technological knowledge; Third, use radio and television to hold special lectures, or broadcast scientific and technological videos and movies; The fourth is to buy scientific and technological books, subscribe to scientific and technological newspapers and periodicals, print and distribute scientific and technological materials, and deliver scientific and technological information in time. While promoting the application of science and technology, the Association has developed rural intellectual resources, improved the scientific and cultural quality of fruit farmers, enhanced their enthusiasm and consciousness in learning and applying science, created a good atmosphere of respecting knowledge and talents in rural areas, cultivated and promoted the growth of rural scientific and technological talents, and made rural areas quickly embark on the road of becoming rich through science and technology. 3. Strengthen the self-construction of the Association and support its development. The association must adhere to the principle of "run by the people, run by the people and benefit the people", support the establishment and improvement of the association, cultivate leading agricultural enterprises, and form the operation mode of association+farmer+base+company. Organizations and individuals who have made outstanding contributions to supporting the development association should commend and reward outstanding organizations and responsible persons, and form a good atmosphere for the whole society to support the development association. It is necessary to continuously strengthen the training of the main leaders of the association, train a group of senior and intermediate technical talents in a planned and step-by-step manner, train a group of management talents with good political quality, know technology, manage and operate, actively guide the standardized management of agricultural technology associations, explore and improve the operating mechanism, and improve the overall quality. Agriculture, science and technology, industry and commerce, taxation, civil affairs, finance, agricultural materials and other departments shall provide preferential conditions and support for the development of rural professional and technical associations. Scientific and technological consultation, scientific and technological development, scientific and technological training, technical services, etc. Give preferential treatment in accordance with relevant policies and regulations, and enjoy the support policies given by the state to private scientific research units. Give financial support to the popular science demonstration base established by the association and the new technology projects introduced for experimental demonstration, so as to make it develop and expand, and truly achieve the purpose of prospering the fruit and enriching the people. 4, unified procurement of production materials, reduce production costs. Association is a comprehensive production, supply and marketing full-service organization, with strong professionalism, and is very familiar with the supply and demand of production materials in the industry. Therefore, it can conduct collective procurement to reduce production costs. At the same time, it is more important to effectively prevent illegal pesticides, inferior fertilizers and other means of production that endanger the health of farmers and consumers from flowing in and increase the edible safety of fruits. 5. Organize members to process and store products to resist risks. In order to minimize the loss of its members, the association can develop the processing and storage business of agricultural products. When the sales are seriously blocked, we should buy the products of members for processing or storage, so as to miss the peak and try to sell them again, so as to avoid the "bad market" of products and bring huge losses to fruit farmers. This will enable decentralized production to form batch or even bulk products, create famous brands, enhance market competitiveness and improve efficiency. 6. Collect and disseminate information to promote circulation. Because its managers have richer industry knowledge and wider contacts than ordinary farmers, the association has the ability to assist the administrative organs to convey the principles and policies of governments at all levels, and is more capable of "removing the rough and selecting the fine, removing the false and retaining the true" on other information such as market, price and technology, and then transmitting useful information to farmers, playing a good role in information release. In addition, the market information and orders obtained through extensive contact will be listed in batches in a planned way, so as to effectively coordinate the contradiction between production and sales, avoid disorderly competition, and provide members and businesses with opportunities to obtain the best benefits.