海峡两岸水果贸易困境及前景  

Plight and Prospect of Cross-straits Fruits Trade

作　　者：李睿 于滨铜 张文胜[2] 王志刚[1] Li Rui;Yu Bintong;Zhang Wensheng;Wang Zhigang(College of Agriculture and Rural Development,Renmin University of China,Beijing 100872;School of Economics and Management,Tianjin University of Science and Technology,Tianjin 300222)

机构地区：[1]中国人民大学农业与农村发展学院,北京100872 [2]天津科技大学经济与管理学院,天津300222

出　　处：《农业展望》2018年第6期90-93,共4页Agricultural Outlook

基　　金：国家自然科学基金项目(71773136);广义虚拟经济研究专项资助项目(GX2011-1007(Y));北京新农村建设研究基地2018年专项项目(PXM2018_014207_000041)

摘　　要：海峡两岸关系的改善和农产品贸易政策的发展为中国台湾水果出口中国大陆提供了机遇,同时也面临着供给不稳定和销售不畅的困境。从中国台湾水果产业发展现状入手,分析了海峡两岸水果贸易困境及主要原因,最后提出采取市场区隔营销战略、善用差异化竞争、完善外销供应链体系、加强品牌建设等改进措施。未来,随着中国台湾果业销售组织化程度和水果品牌建设的提升,中国台湾水果的发展前景广阔。The improvement of the relationship of cross-straits and the development of agricultural products trade policy provide opportunities for China＇s Taiwan fruit export to Chinese mainland, and also face the plight of supply instability and sales sluggishness. Based on the status quo of the growth of China＇s Taiwan fruit industry, the difficulties and main reasons for the fruit trade between cross-straits were analyzed. Finally,some improvement measures were put forward, such as adopting market segmentation marketing strategy,making good use of differentiated competition, improving export supply chain system, strengthening brand building and so on. In the future, with the organizational of fruit industry sales and fruit brand construction in China＇s Taiwan, China＇s Taiwan＇s fruits will have broad development prospect.

关 键 词：中国台湾 中国大陆 水果 供给 销售 困境 前景 

分 类 号：F323.7[经济管理—产业经济]