Current situation and development strategy of Rushan oyster industry

As a national geographical indication product, Rushan oysters serve as a pillar industry and a prosperous industry for Shandong Province's marine economy．Based on SWOT-AHP model, strengths, weaknesses, opportunities, and threats in Rushan oyster industry development were analyzed, and a total of 14 SWOT influencing factors were determined．Analytic hierarchy process model was established for Rushan oyster industry development, and judgment matrices were constructed to quantify importance of each factor and calculate weights．A strategic quadrilateral was drawn to determine strategic positioning of Rushan oyster industry．Results showed that Rushan oyster industry development strengths exceeded weaknesses, and opportunities outweighed threats．Strategic focus was located in strengths and opportunities growth strategy area, with a strategic intensity coefficient ρ=0.9714．An aggressive strength-based strategy should be adopted．It was suggested that industry should fullly leverage its advantages, expand brand effects, accelerate government-industry-research-finance collaboration, and promote industrial chain extension to achieve sustainable Rushan oyster industry development．