提高中国水果出口竞争力的措施——基于品牌策略的角度

Some Measures to Augment Chinese Fruit Export Competitiveness——Based on Brand Strategy Viewpoint

水果是国际市场上消费者经常消费的产品,中国是世界上重要的水果种植和出口大国之一。近年来,中国水果出口额呈现逐步上升态势,出口品种主要是鲜苹果、柑桔和葡萄,出口的国家主要是泰国和越南,出口价格表现出逐年上升趋势,但上升幅度随着品种的不同而有所不同,出口来源地主要是云南和山东。为了提高中国水果出口的竞争力,应该加强品牌策略。具体手段措施:首先采用中间商品牌策略,其次使用个性品牌策略,再次使用统一品牌策略,最后采用地理品牌策略。

Fruits are the main consumption products around the global market. As one of the major planting and export countries, China ranks the top five in the world. Chinese fruits exportation amount show the steady growth.The leading export varieties are fresh apple, orange and grape. The chief export countries pointed to Thailand and Vietnam. The total export price presents rising tendency year by year. But the increasing scope differs due to different types. Chinese fruit export species are chiefly derived from Yunnan and Shandong province. In order to augment Chinese fruit export competitiveness around the world market, some measures should be considered. Firstly,distributor brand strategy should be taken into account aiming to expand export competitiveness. Secondly, character brand strategy may be used to enlarge Chinese fruit export. Thirdly, corporate brand strategy may also be regarded as a good one to multiply exportation amount. In the end, geographic brand strategy may also be accepted as major method.