云南野生食用菌国际市场开拓研究
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摘要
在经济全球化的浪潮当中,云南野生食用菌逐步走进国际市场,然而在进入国际市场初期缺乏规范性的指导,整个产业的弊端逐渐显现,在某种程度上阻碍了云南野生菌在国际市场上的发展前景。对云南野生食用菌国际市场开拓进行研究,能够在巩固原有国际市场的基础上,对开拓新的国际市场有理论和实践意义。不仅能进一步增加云南野生菌出口企业的经营利润,增强企业在国际市场上的竞争力和市场占有率,而且对整个产业持续、健康、稳健的发展具有重要作用。
本文以经济全球化国外对野生食用菌的需求量增加为大背景,对在国际市场开拓过程中运用到的相关国际营销理论进行梳理。通过对云南野生食用菌资源和市场价值进行分析为之后的国际市场开拓策略做铺垫。本文对国内野生食用菌的出口现状、产品开发现状和在国际市场开拓中遇到的问题进行总结,并分析了云南野生食用菌在欧洲、亚洲和美洲三个市场的竞争状况,根据数据对云南野生食用菌的国际市场需求预测,最后对整个野生食用菌国际市场做出SWOT分析,运用4P策略、FDI(国外直接投资)策略,具体提出云南野生食用菌在国际市场开拓过程中的营销策略。运用国际市场营销理论对云南野生食用菌国际市场开拓研究是一种初步尝试。
The wild edible fungus in Yunnan province has entered into the international market with the economic globalization. But the industry abuse have gradually turned up when came into the international market, in some extent, which have prevented the development of the wild edible fungus in the global market. Research on. the international market development of the wild edible fungus in Yunnan province could consolidate the original market, but also get the new international market share, which can be further increasing the corporate profits and enterprises'competitiveness and market share in global market, and play a very important role in the development of whole wild edible fungus industry.
This essay firstly introduces the background and meaning of the research topic. Secondly, the wild edible fungus resources and the market value are analyzed as a good groundwork for the development of international market strategies. This essay analyses, the current exportation and product exploration status and problems of the Yunnan wild edible fungus, and the competitive condition of European, Asia and America, and three markets be subdivided for the final objective market selecting as the sales territory. Using the 4P international theory, and put forward some concrete method to product, price, place, promotion and other strategies to develop the Yunnan wild edible fungus. This research aims to provide some constructive suggestion for wild edible fungus enterprises and related government to consulting.
本文以经济全球化国外对野生食用菌的需求量增加为大背景,对在国际市场开拓过程中运用到的相关国际营销理论进行梳理。通过对云南野生食用菌资源和市场价值进行分析为之后的国际市场开拓策略做铺垫。本文对国内野生食用菌的出口现状、产品开发现状和在国际市场开拓中遇到的问题进行总结,并分析了云南野生食用菌在欧洲、亚洲和美洲三个市场的竞争状况,根据数据对云南野生食用菌的国际市场需求预测,最后对整个野生食用菌国际市场做出SWOT分析,运用4P策略、FDI(国外直接投资)策略,具体提出云南野生食用菌在国际市场开拓过程中的营销策略。运用国际市场营销理论对云南野生食用菌国际市场开拓研究是一种初步尝试。
The wild edible fungus in Yunnan province has entered into the international market with the economic globalization. But the industry abuse have gradually turned up when came into the international market, in some extent, which have prevented the development of the wild edible fungus in the global market. Research on. the international market development of the wild edible fungus in Yunnan province could consolidate the original market, but also get the new international market share, which can be further increasing the corporate profits and enterprises'competitiveness and market share in global market, and play a very important role in the development of whole wild edible fungus industry.
This essay firstly introduces the background and meaning of the research topic. Secondly, the wild edible fungus resources and the market value are analyzed as a good groundwork for the development of international market strategies. This essay analyses, the current exportation and product exploration status and problems of the Yunnan wild edible fungus, and the competitive condition of European, Asia and America, and three markets be subdivided for the final objective market selecting as the sales territory. Using the 4P international theory, and put forward some concrete method to product, price, place, promotion and other strategies to develop the Yunnan wild edible fungus. This research aims to provide some constructive suggestion for wild edible fungus enterprises and related government to consulting.
引文
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[4]刘志超.国际市场营销[M].广州：华南理工大学出版社,2003,116-126.
[5]Kenneth D.Weiss.Building an Import/Export Business[M]John Wiley & Sons,2007.
[6]陈祝平.国际营销理论与实务[M].上海：立信会计出版社,2003.
[7]Philip Kotler.营销管理[M].北京：清华大学出版社,2006.
[8]吴晓云.WTO与全球营销管理[M].天津：南开大学出版社,2003,48-49.
[9]Christoph LYmbersky.Market Entry Strategies:Text,Cases and Readings in Market Entry Management[M].MGMT LABORATORY PR,2008.
[10]于富强,王向华.云南食用菌资源应用开发前景与展望[J].昆明：中国野生植物资源,2002.21(4),21-25.
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[12]张光亚.云南野生食用菌的现状与贸易[EB/LO].昆明：云南省农业科学院食用菌工程中心,2004.
[13]王德.云南食用菌蕴藏量50万吨占世界三成[J].小康生活,2005.(4),16.
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[15]袁天凤,段彬,邱道持,何江.松茸的地理分布于生态研究[J].中国食用菌,2006(4),14-17.
[16]周选围.松茸资源研究概况[J].食用菌学报,2002(1),50-56.
[17]陶恺,刘波.中国块菌的生态和营养价值[J].山西：山西大学学报(自然科学报),1990(3).
[18]徐永强,张明生,张丽霞.羊肚菌的生物学特性、营养价值及其栽培技术[J]贵州：种子,2006(7).
[19]百度百科.鸡油菌[EB/LO]. http//baike.baidu.com/view/124306.htm.
[20]商务部网站.云南松茸出口日本两次陷入“农残门”[EB/LO]. http://www.mofcom.gov.cn/
[21]苏珊娜.特纳.管理者的管理工具[M].北京：企业管理出版社,2006(2).
[22]何锐.小菌子成就大事业[J].云南林业,30(2).
[23]大理政务信息网.人民币升值背景下野生食用菌出口面临的问题及对策建议[EB/LO].http://www.zsyzw.cn/news/25/398/1397/,2008.
[24]林伟雄.云南食用菌市场现状分析与营销定位[C].重庆：西南大学硕士论文,2007.
[25]宋鼎珊.野生食用菌国内外市场前景及云南食用菌定位分析[J].昆明：昆明食用菌研究所,2002(09).
[2]甘碧群,黄沛.国际市场营销学[M].武汉：武汉大学出版社,2004,5.
[3]Michael R.Czinkota, IllkaA.Ronkainen.Intemational marketing[M].South-Western, Div of Thomson Learning,2006.08
[4]刘志超.国际市场营销[M].广州：华南理工大学出版社,2003,116-126.
[5]Kenneth D.Weiss.Building an Import/Export Business[M]John Wiley & Sons,2007.
[6]陈祝平.国际营销理论与实务[M].上海：立信会计出版社,2003.
[7]Philip Kotler.营销管理[M].北京：清华大学出版社,2006.
[8]吴晓云.WTO与全球营销管理[M].天津：南开大学出版社,2003,48-49.
[9]Christoph LYmbersky.Market Entry Strategies:Text,Cases and Readings in Market Entry Management[M].MGMT LABORATORY PR,2008.
[10]于富强,王向华.云南食用菌资源应用开发前景与展望[J].昆明：中国野生植物资源,2002.21(4),21-25.
[11]晋亚鸿.打造云南菌业大市场[J].中国食用菌,2005,24(3),13-15.
[12]张光亚.云南野生食用菌的现状与贸易[EB/LO].昆明：云南省农业科学院食用菌工程中心,2004.
[13]王德.云南食用菌蕴藏量50万吨占世界三成[J].小康生活,2005.(4),16.
[14]藏穆,黎兴江,周远宽.云南食用菌的多种多样性及资源保护[J].中国食用菌,2005,24(6),3-6.
[15]袁天凤,段彬,邱道持,何江.松茸的地理分布于生态研究[J].中国食用菌,2006(4),14-17.
[16]周选围.松茸资源研究概况[J].食用菌学报,2002(1),50-56.
[17]陶恺,刘波.中国块菌的生态和营养价值[J].山西：山西大学学报(自然科学报),1990(3).
[18]徐永强,张明生,张丽霞.羊肚菌的生物学特性、营养价值及其栽培技术[J]贵州：种子,2006(7).
[19]百度百科.鸡油菌[EB/LO]. http//baike.baidu.com/view/124306.htm.
[20]商务部网站.云南松茸出口日本两次陷入“农残门”[EB/LO]. http://www.mofcom.gov.cn/
[21]苏珊娜.特纳.管理者的管理工具[M].北京：企业管理出版社,2006(2).
[22]何锐.小菌子成就大事业[J].云南林业,30(2).
[23]大理政务信息网.人民币升值背景下野生食用菌出口面临的问题及对策建议[EB/LO].http://www.zsyzw.cn/news/25/398/1397/,2008.
[24]林伟雄.云南食用菌市场现状分析与营销定位[C].重庆：西南大学硕士论文,2007.
[25]宋鼎珊.野生食用菌国内外市场前景及云南食用菌定位分析[J].昆明：昆明食用菌研究所,2002(09).