Dendrobii Officinalis Caulis is considered as one kind of rare and precious Chinese medicinal herb with the efficacy of nourishing yin fluid, enhancing physique, benefiting and tonifying spleen and stomach, protecting liver and cholagogue, strengthening gluten, lowering lipid and blood sugar, inhibiting tumor, brightening eyes, nourishing skin, and prolonging life. This article used SWOT method to analyze the strength, weakness, opportunity, and threat of Dendrobii Officinalis Caulis respectively so as to analyze its marketing prospects in Hunan Province comprehensively. On the basis of the analysis, the early stage and late stage strategies of development of Dendrobii Officinalis Caulis in Hunan Province was carried out, which played a role in its medicinal value, economic value, and social value.

Dendrobium officinale is a kind of precious Chinese herbal medicine, which has good effects on the anti-aging, antineoplastic, and blood glucose reducing treatment. It has been listed in the top of “Nine Magic Herbs”, with significant cultural features of traditional Chinese medicine (TCM). Planting, processing, and cultural base construction of Dendrobium officinale in Hunan Province have obtained great achievements. Further combination of Dendrobium officinale with TCM culture will develop a series portable and convenient tourism products with the features of wide taking habits and large intended population. The planting of Dendrobium officinale should be integrated with ecofallow organically; the construction of science museums about Dendrobium officinale should be improved; the modern view on health maintenance “Health maintenance should focus on Yin nourishment” should be included in TCM cultural tourism in Hunan Province. All of these can improve the potential of tourism product development, meet the living requirements of modern people, and drive the development of tourist industry in Hunan Province.