中国马铃薯贸易与营销策略分析-中国农学通报.pdfVIP

中国农学通报 2016,32(2): 180-185 Chinese Agricultural Science Bulletin 中国马铃薯贸易与营销策略分析 刘 洋，易晓峰，罗其友，高明杰，张 萌 （中国农业科学院农业资源与农业区划研究所，北京100081） 摘 要：马铃薯贸易和营销对促进马铃薯消费、发展马铃薯产业具有重要的作用。从贸易和销售的角度 出发，分析了在新常态和新形势下中国马铃薯产业发展的特点，提出了促进马铃薯产业健康发展的贸易 策略和营销策略。研究结论表明（：1 ）中国是马铃薯生产和消费大国，贸易小国，出口以鲜薯为主。（2 ）中 国马铃薯生产价格底线约为0.82 元/kg 。（3 ）马铃薯市场价格波动频繁，价格季节波动明显。（4 ）马铃薯营 销方式传统，营养价值认识不足，消费形式单一，制约国内马铃薯消费。（5 ）营造良好的贸易发展环境，积 极开拓国际市场，推动马铃薯主食化和综合利用产品的消费，促进马铃薯贸易和消费。 关键词：马铃薯；贸易；营销策略 中图分类号：F32 文献标志码：A 论文编号：cas AnalysisofPotatoTradeandMarketingStrategyinChina LiuYang,YiXiaofeng,LuoQiyou,GaoMingjie,ZhangMeng (InstituteofAgriculturalResourcesandRegionalPlanning,ChineseAcademyofAgriculturalSciences，Beijing100081) Abstract: Potatotradeandmarketinghadanimportantroleinpromotingpotatoconsumptionandpotato industry.Fromtheperspectiveoftradeandmarketing,thispaperanalyzedthecharacteristicsofChina’spotato industryinthenewnormalandthenewsituation,andproposedthetradepoliciesandmarketingstrategiesfor boostingthehealthydevelopmentofthepotatoindustry.Theresultsshowedthat:(1)Chinawas oneof the world’slargestpotatoproducingandconsumingcountries,butonlyacountrywithasmallinternationalpotato tradingvolume,themainexportproductswerethelow-valuefreshpotato;(2)thebasepriceofChina’spotato productionwasabout 0.82yuan/kg;(3)potatopricehadthecharacteristicsofhighfrequencyfluctuationand seasonal change; (4) traditional potato marketing, weak awareness of potato nutrient value, and simple consumptionpatternrestrictedthepotatoconsumption;(5)recommendationsforpromotingthepotatotradeand consumption included creatingafavorableenvironmentfortrade,activelyexploringtheinternationalmarket, promotingpotatoconsumptionandutiliz