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2.2 山茶油市场需求分析....................................................................................6
2.2.1 国内山茶油市场需求.......................................................................................... 7 2.2.2 国外山茶油市场需求.......................................................................................... 7
Keywords：Camellia oil，Supply and demand，Exportation strategy
目录
第 1 章 引 言........................................................................................ 1
学校代码：10036
硕士专业学位论文
中国山茶油市场现状分析及出口策略研究
培养单位：国际经济贸易学院 专业名称：国际商务 作 者：符 茜 指导教师：冷柏军教授 论文日期：二〇一四年五月
Analysis of Chinese Camellia Oil Market and Studies of Its Exportation Strategy
At last, I sincerely hope that this paper can not only provide the appropriate theoretical and practical foundation for the healthy development of camellia oil industry, but also provide a range of strategies selected for the enterprises which plan to export camellia oil.
1.1 本文研究背景及意义....................................................................................1
1.1.1 研究背景.............................................................................................................. 1 1.1.2 研究意义.............................................................................................................. 1
1.3 本文研究思路与主要内容............................................................................3
1.3.1 主要研究思路...................................................................................................... 3 1.3.2 主要研究方法...................................................................................................... 3
The paper firstly analysis the supply and demand of domestic and international markets camellia oil market based on the combination of theory and methods of market theories, and attempts to summarize the current status of the development of camellia oil camellia oil industry and uses the SWOT method to analysis the export-related issues that may be encountered. Then, combined with international marketing mix strategy theory, make studies of a marketing strategy to promote the camellia oil’s exportation. Finally, make an suggestions for both the government and enterprises targeted.
希望通过本文研究分析，不仅能为山茶油行业的健康发展提供相应的理论依 据和实践基础，而且也能为企业出口山茶油提供一系列的策略选择。
关键词：山茶油，供给需求，出口策略
Abstract
China has been the world’s largest edible oil consumption country due to our large populations. In recent years, as Chinese people has changed their mind to live a healthier and qualified life, their demand for high-end oil is growing, which cause the consumption structure changing in the edible oil market. According to statistics, China's edible oil market grows at an average annual rate of 5% -6%. Towards 2020, China's per capita annual consumption of edible oil may rise from the current 18.3 kg to about 23.4 kg, with high-end oil market growing at an average annual rate of 15% -20%. In the current high-end oil market, imported olive oil accounted for a large half, and camellia oil sales account for only one-tenth. In fact, camellia oil is more nutritional value than olive oil in terms of efficacy, besides, compared with the prices of imported olive oil, it also has the absolute advantage. Therefore, to develop camellia oil industry, not only optimizing the structure of China's edible oil market, but also promote the development of new local industries 2014 年 5 月 27 日
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1.2 文献回顾........................................................................................................2
1.2.1 关于目前我国山茶油产业现状研究..................................................................2 1.2.2 关于山茶油市场营销方面的研究......................................................................2
本文首先结合市场分析的理论和方法对山茶油市场的供给和国内外市场的 需求进行了宏观分析，并尝试总结目前山茶油行业的发展现状及山茶油出口可能 遇到的相关问题，对其出口的优势、劣势、机会和威胁进行分析。在此基础上， 结合国际市场营销组合策略理论，提出了山茶油出口应采取的营销策略，最后从 政府及企业两个方面针对性地提出促进中国山茶油出口的对策与建议。
第 2 章 中国山茶油市场供需分析........................................................ 4