越南芒果在我国的市场竞争力分析

Competitiveness of Vietnamese mango in the Chinese market

【目的】通过调查分析我国市场上越南芒果的竞争力,提出我国芒果产业的应对策略。【方法】结合统计数据及半结构式实地调研情况,从价格、供需等方面分析越南芒果出口我国的现状;并基于波特五力模型分析越南芒果在我国的市场竞争力。【结果】我国是越南芒果出口第一大目的地,主要以边境贸易的方式进入我国;越南芒果品种多样且品质优良,价格优势明显,供应期长且供应量充足,在我国市场上与海南芒果形成正面竞争。从波特五力模型的5个角度来看,越南芒果虽然具有较强的供应商议价能力和同行竞争能力,但也面临着较强的购买者议价能力、替代品威胁及潜在进入者威胁。【建议】扩大早熟或晚熟品种,形成错峰竞争,增强我国芒果的竞争优势;提升我国芒果品质,改进包装及物流,稳定并扩大国内市场销售份额;打造芒果品牌,迎合市场需求变化,推动我国芒果产业可持续发展。

【Objective】By analyzing the competitiveness of Vietnamese mango in the Chinese market,this paper put forward the countermeasures of Chinese mango industry.【Method】Combined with statistical data and semi-structured field survey,the status quo of Vietnamese mango export to China was analyzed from the perspectives of price,supply and demand,and Porter’s five forces model was used to analyze the market competitiveness of Vietnamese mango in China.【Result】China is the largest destination of mango exports from Vietnam,mainly entering China through border trade.Vietnam mango enjoys diverse varieties,fine quality,price advantages,long supply period and sufficient supply,therefore it is in a direct competition against Hainan mango in the Chinese market.From the five perspectives of Porter’s five forces model,although Vietnamese mango had strong bargaining power of suppliers and competitive power of peers,it also faced strong bargaining power of buyers,threats of substitutes and threats of potential entrants.【Suggestion】Expand early or late ripening varieties,form cross-peak competition,improve the competitive advantage of Chinese mango;improve Chinese mango quality,optimize packaging and logistics,stabilize and expand domestic market share;build the mango brand,meet the changing market demand,and promote the sustainable development of China’s mango industry.