台湾水果在大陆市场营销现状及对策研究——以厦门台湾水果销售集散中心为例  

Study on Current Status and Countermeasures of Taiwan Fruit Products in Chinese Mainland Market——Taking the Xiamen Marketing and Distributing Center of Taiwan Fruit Products as an Example

作　　者：吴光斌 陈素艳 陈斌 陈发河 

机构地区：[1]集美大学食品与生物工程学院,福建厦门361021

出　　处：《物流科技》2017年第11期29-34,共6页Logistics Sci-Tech

基　　金：福建省科技计划项目;项目编号:2017R0077

摘　　要：台湾水果在大陆市场销售呈现逐年增长趋势,创新发展营销集散模式势在必行。以厦门台湾水果销售集散中心为例,从台湾水果在大陆市场的发展阶段、营销集散方式及市场销售特点三个方面分析了台湾水果大陆营销集散现状,针对存在的台湾水果销售集散中心物流设施设备落后、管理体系尚不健全及营销集散模式创新不足等问题,提出推进台湾水果销售集散中心物流基础设施建设、完善管理体系和加快物流信息化进程、创新台湾水果营销集散模式等对策,为促进台湾水果在大陆市场的发展提供依据。In recent years, marketing and distributing of Taiwan fruits showed an increasing trend in Chinese mainland. It is im- perative to innovate marketing and distributing model. In this paper, the three aspects of Taiwan fruit development stage in Chi- nese mainland market, the marketing and distributing model, the marketing characteristics were analyzed taking the Xiamen mar- keting and distributing center of Taiwan fruit products as an example. Targeting the problem about the current logistics modes, the management system and the lack of innovation of marketing and distributing model in Xiamen marketing and distributing cen- ter of Taiwan fruit products, the paper provides a series of countermeasures to improve infrastructure building, management system, informationization of logistics data and marking and distributing models in order to enhance marketing and distributing of Taiwan fruit products in Chinese mainland market.

关 键 词：台湾 水果 营销集散 

分 类 号：F274[经济管理—企业管理]