基于市场营销视角的日本松茸市场特点分析

Analysis on Market Characteristics of Tricholoma matsutake in Japan from Marketing Perspective

基于实地调研和相关贸易、流通统计数据,对日本松茸市场进行了系统考察。了解到日本松茸消费历史悠久,市场规模大,具有消费多样性、季节性和重视食品安全的特点;但是,上世纪六十年代以来日本松茸产区规模缩小、采集数量减少,目前主要依靠进口松茸弥补供给不足;其中,我国松茸占比最高,韩国和欧美分占高端和低端市场;流通渠道主要以市场流通为主,市场外流通为辅。针对这些特点提出了进一步扩大我国松茸出口的营销建议。

This study is based on the systematic field research on Trlcholoma matsutake market in Japan, which gave the results and related trading and market datas, The study understands the T. matsutake has a very long consuming history in Japan, and its large scale of the market shows a clear seasonal supply and the consumption character of attaching great importance on food safety issue. Currently, the production scale is shrinking, picking quantity is reducing, and shortage of supply is mainly made- up by importing T. matsutake. T. matsutake from Korea, Europe and USA respectively takeover the high-end and low-end mar- kets. The Mgistic channel is mainly from in-market circulation, and out-market circulation is supplementary. Aiming at these characteristics, this study gives suggestions on how to expand T. matsutake export possibilities of China.