兵团农业产业化龙头企业国际市场开拓问题研究

Research on Expending International Markets of XPCC's Leading Enterprises in Agricultural Industrialization

该文对兵团农业产业化龙头企业国际市场开拓状况进行分析,发现其存在番茄出口所占比重过大,国际市场进入模式相对单一,抵御国际市场风险能力较弱,缺乏国际知名品牌等问题,并从企业营销和政府保障角度提出了相应的对策和建议:实施差异化营销战略,分散国际市场开拓风险;加大产品研发投入和技术创新,提高农产品质量;积极开展境外投资合作,以多种方式进入海外市场;加强同行业合作,提高国际市场话语权;强化番茄产业化成果,打造国际知名品牌。

Analyzing the current situation of expending international markets of XPCC’s leading entreprises in agricultural industrialization, the paper finds there exist such problems as big ratios of tomato exportation, single mode of international market entry, weak strength against the international market risks, and lack of internationally renowned brands. In light of enterprise marketing and government guarantee, the paper proposes corresponding countermeasures as follows： first, practicing differentiated marketing strategy to decrease international marketing risks; second, increasing investment in product R＆amp;D and technological innovation to improve the quality of produces; third, carrying out overseas investment and cooperation to diversify the market entry mode; fourth, cooperating with peer enterprises to volume up our voice in the international market; last, enhancing the tomato industrialization to create an internationally-known brand.