|
Abstract: |
Although Shaanxi Province apple has developed the markets of 56 different regions and countries, its fresh fruit export amount is less than 0.38% of its total output; moreover the majority of its export is by the form of border trading. In the international market, the Shaanxi apple export continuously concentrates on apple juice concentrate. Its fresh fruit export is quite limited, and there is no leading fresh fruit export enterprise in the province. As the only qualified area to seven international meteorological standards to plant apples,Shaanxi’s apple sown area accounts for 1/7 of the world, and its total output occupies 1/10 of the world. And it is noticeable that its Fresh fruit export amount does not match its world position. Based on these facts, this paper attempts to analyze the Shaanxi fresh apple marketing environment and to study some issues which exist in the present Shaanxi fresh apple marketing. Then it proposes some suggestions to improve it, and based on above analysis, it also establishes a corresponding marketing strategy and the brand development strategy.
|