Abstract: Taking Wuling Mountain Area, a contiguous poverty-stricken area that had been lifted out of poverty along with the whole country, as a sample survey area, the kiwifruit industry as an example, the factors that affected kiwifruit growers’ expansion of planting scale from three dimensions of external physical level, external soft power level, and internal cause level were analyzed. The results showed that factors such as the degree of suitable mechanization production, distance from commercial centers, proportion of hardened roads, number of professional and technical personnel for household guidance, agricultural machinery subsidies, number of rural revitalization residents, gender and age of the household positively affected farmers’ willingness to expand industrial scale; factors such as the frequency of natural disasters, courier stations, the education level and physical condition of the household had a negative impact on farmers’ willingness to expand industrial scale. Based on this, some countermeasures and suggestions from three levels of industrial infrastructure construction, industries comprehensive support policies and industrial technical talents were proposed. “Local specialties” were focused on the effective connection between characteristic agricultural industries and rural industrial revitalization was promoted, and the achievements of poverty alleviation were consolidated and expanded to effectively connect with rural revitalization.

Key words: characteristic industries, industrial benefits, planting intention, rural revitalization