越南大米出口营销策略研究.pdfVIP

摘要 中文摘要 越南是一个传统的农业国，大米是其主要粮食作物。改革开放对越南的经济 产生了积极的影响，社会和生活各个方面都发生了很大变化，越南在外贸方面也 取得了重大成就，尤其是在大米出口方面，每年报告的数字结果是越南农业部门 的骄傲，显示了党和国家的正确方针。越南的经济地位已有了很大提高，成为世 界第二大大米出口国。 但是，由于主观因素和客观因素，使得越南大米出口仍然存在许多问题，如 组织管理、世界市场的产品波动、产品价格和竞争力的提高等，因此，虽然数量 和出口额持续增加，但总体潜力还没有得到充分发挥。笔者通过对营销战略的研 究，试图寻找提高大米出口的有效途径，以进一步促进越南大米的生产和出口。 全文分五章进行论述：第一章为绪论；第二章为世界大米市场概述及对越南大米 市场的影响；第三章为越南大米行业分析；第四章为提升越南大米出口营销对策 第五章为评语及展望。 关键词： 越南大米；营销策略；大米出口 I ABSTRACT ABSTRACT Basically, Vietnam is an agriculture country, rice is the main food of Vietnam. Taken after the national reforming program, with the government policies to promote agriculture business , especial the policies to rice industry, rice export capacity of Vietnam became 10% of total export capacity, and kept being the second in rice exporting in the world. Vietnam has affirmed its place in the rice exporting market. Reforming program to an open market brought back many positive effects, from people’s life to society, with big changes. Vietnam has a lot of achievements in the trading market, especially in rice exporting industry. The statistic number in annual reports of Ministry of Agriculture and Rural development is good to be proud. However, subjective and non-subjective reasons make several problems to the rice exporting industry of Vietnam: Management, Quality improvement, price, competitiveness . Thus, the quantity is increased but it’s not at existing potentiality. With that statement, I would like to discuss about marketing policies to improve the competitiveness, quality, price of Vietnam KEYWORDS: Vietnamese rice; marketing strategy; rice exports II