【作者】 张晓钰；

【导师】 杨先明； 王敏正；

【作者基本信息】 云南大学 ， 工商管理， 2010， 硕士

【摘要】 在经济全球化的浪潮当中,云南野生食用菌逐步走进国际市场,然而在进入国际市场初期缺乏规范性的指导,整个产业的弊端逐渐显现,在某种程度上阻碍了云南野生菌在国际市场上的发展前景。对云南野生食用菌国际市场开拓进行研究,能够在巩固原有国际市场的基础上,对开拓新的国际市场有理论和实践意义。不仅能进一步增加云南野生菌出口企业的经营利润,增强企业在国际市场上的竞争力和市场占有率,而且对整个产业持续、健康、稳健的发展具有重要作用。本文以经济全球化国外对野生食用菌的需求量增加为大背景,对在国际市场开拓过程中运用到的相关国际营销理论进行梳理。通过对云南野生食用菌资源和市场价值进行分析为之后的国际市场开拓策略做铺垫。本文对国内野生食用菌的出口现状、产品开发现状和在国际市场开拓中遇到的问题进行总结,并分析了云南野生食用菌在欧洲、亚洲和美洲三个市场的竞争状况,根据数据对云南野生食用菌的国际市场需求预测,最后对整个野生食用菌国际市场做出SWOT分析,运用4P策略、FDI(国外直接投资)策略,具体提出云南野生食用菌在国际市场开拓过程中的营销策略。运用国际市场营销理论对云南野生食用菌国际市场开拓研究是一种初步尝试。更多还原

【Abstract】 The wild edible fungus in Yunnan province has entered into the international market with the economic globalization. But the industry abuse have gradually turned up when came into the international market, in some extent, which have prevented the development of the wild edible fungus in the global market. Research on. the international market development of the wild edible fungus in Yunnan province could consolidate the original market, but also get the new international market share, which can be further increasing the corporate profits and enterprises’competitiveness and market share in global market, and play a very important role in the development of whole wild edible fungus industry.This essay firstly introduces the background and meaning of the research topic. Secondly, the wild edible fungus resources and the market value are analyzed as a good groundwork for the development of international market strategies. This essay analyses, the current exportation and product exploration status and problems of the Yunnan wild edible fungus, and the competitive condition of European, Asia and America, and three markets be subdivided for the final objective market selecting as the sales territory. Using the 4P international theory, and put forward some concrete method to product, price, place, promotion and other strategies to develop the Yunnan wild edible fungus. This research aims to provide some constructive suggestion for wild edible fungus enterprises and related government to consulting.更多还原