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中国绿色食品开拓国际市场的发展战略研究


全文字数:20000字左右  原创时间:<=2022年

【内容摘要】

中国绿色食品开拓国际市场的发展战略研究

 

随着人与环境协调发展的需要,人类追求安全、营养、健康的需要,绿色(有机)食品越来越受到人们的青睐。世界有机食品市场的需求日益扩大,为中国绿色食品出口提供了机遇。但是,发达国家提高了绿色壁垒等贸易壁垒,同时中国绿色食品出口企业存在营销、市场结构等方面的问题,阻碍了出口的进一步扩大。因此,加强对绿色食品出口的市场定位与发展战略研究,扩大出口就成为一个十分重要和迫切的课题。
世界有机食品市场可分为三类,以欧盟、美国、日本为代表的发达国家市场为例,对其营销特点、市场政策和管理进行研究,概括出值得中国绿色食品借鉴的经验。从宏观上分析了国际市场贸易环境、市场供求状况,从微观上总结出中国绿色食品出口的四大特点及存在的问题。针对国内的现状和问题,借鉴国外的经验,提出了中国绿色食品开拓国际市场的对策,即政府应采取制定法律法规、完善服务质量、提高政策导向等措施保障出口;企业应采取做好市场定位、优化市场结构、完善营销渠道等措施促进出口。同时,企业应通过合作竞争向国际化发展,合作竞争带来的双赢发展战略至关重要,可提高市场竞争力、开拓国内外市场。
绿色食品出口贸易理论、国际市场进入理论与市场定位理论与中国绿色食品的实际情况相结合,将这些理论融入到对绿色食品出口现状、问题、对策的分析之中。运用SWOT分析方法,分析了中国绿色食品出口的国际市场环境因素,指出机遇和挑战。同时,运用比较竞争优势理论分析内在系统因素:丰富的自然资源、劳动力资源等自然资源具有相对优势,技术和资本投入量处于劣势。在此基础上,列出绿色食品出口的SWOT分析矩阵,可根据此矩阵制订相应的发展战略。运用比较法,吸收外国的先进经验。根据市场定位相关理论,结合企业自身特点,加强营销调研,选择目标市场;发挥比较优势,做好市场定位。根据国际市场进入理论,针对不同的市场,考虑不同模式的优缺点,选择合适的市场进入模式和营销渠道。
关键词 :绿色食品;国际市场;发展战略
China green foods development International market developmental strategy research
Abstract
Along with the need for coordinated development between man and environment, for the pursuit of human security, nutrition and health, green (organic) food becoming more and more popular. The world's growing demand for organic food market provides an opportunity for China's green food exports. However, the green barriers and other trade barriers in developed countries, while marketing, market structure and other aspects of the problem in China's exports of green food enterprises hinder the further expansion of exports. Therefore, the market positioning and the study of development strategy in green food exports, expansion of exports has become a very important and urgent task.
World market for organic foods will be divided into three categories .Take the EU, the United States and Japan of developed countries for example, study their marking, market policies and management, conclude the experience which worth China Green Food to draw on. From a macro level, analysis the international market trading environment and the supply and demand. From a microscopic level, sums up four characteristics and the problems that exist in export of China's green food. In view of the current situation and problems and learn from the experience of international market, put forward the measures of China's green food opening up international markets. Government should make laws and regulation, improve the quality of service and enhance policy guidance to ensure export; Enterprises should take the market positioning, optimize the market structure, perfect marketing channels and other measures to promote exports. Meanwhile, enterprises should develop toward international through cooperation and competition. Win-win development strategy in cooperation and competition is very important, which can enhance competitiveness and develop domestic and foreign markets.
Combine green food export trade theory, entering the international market theory, and market positioning theory with the actual situation of china's green food. Using these theories to analysis the exports of green food situation, problem, solution. Using SWOT analysis method to analysis he international market for China's exports of green food environment, and Points out the challenges and opportunities. Meanwhile, using comparative competitive advantages theory to analysis intrinsic system factor: abundance of natural resources, labor resources and other natural resources have a comparative advantage, technology and capital inputs at a disadvantage. In this foundation, lists SWOT analysis matrix of the green food exportation, making corresponding developmental strategy according to this matrix.   Using the comparison test, absorbs foreign advanced experience. According to market positioning theories, union their own characteristics, enhancement marketing investigation and study, choice goal market; display comparison superiority, completes the market position. According to the entering the international market theory, aimed at a different market, considering the advantages and disadvantages of different models. Choose a suitable model of market access and marketing channels.

Keywords : Green food; International Market; Development Strategy

 

 

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