摘要
选取松茸产业链市场中的云南产地11户企业和北上广3个销地市场作为调查对象,从采购、加工、物流、营销等全产业链视角,通过品牌、市场份额、利润分配、消费者行为、出口需求价格弹性等进行多维度调查分析的结果表明:国际市场渐趋稳定,国内销售趋旺且拓展空间大,但是产业市场发展面临市场准入门槛低、缺乏有效监管、品牌营销模式单一、缺乏旗舰型企业带动、利润空间趋窄等问题。因此,建议以提高供给质量为主攻方向,以中高端市场为突破口,整合重塑品牌,打造产业联合体,打造旗舰型企业;构建企农利益共同体,促进松茸产业融合发展。
⑴ Background——Industry of Tricholoma Matsutake is the superior resources for Yunnan province. To develop the industry of tricholoma matsutake would contribute to poverty alleviation and construction of a well-off society. So the industry chain and market of tricholoma matsutake are selected as survey target in order to improve the quality of supply and promote its efficiency.⑵ Methods——The method of questionnaire survey,informal discussion and literature research are applied to analyze the industrial chain status and existing problems in the industry market of tricholoma matsutake.This survey selects 11 enterprises in Yunnan province for informal discussion to obtain the current situation of production and processing performance. Furthermore,in Beijing,Shanghai and Guangzhou,suppliers,shopping malls,supermarkets,wholesale markets of agricultural products,and physical stores are also investigated.⑶ Results——The first-hand data which are obtained from the survey proves that Yunnan province is the tricholoma matsutake resource-abundant area,occupies large market share and forms industry comparative advantage. From industry chain aspects of purchasing,processing,logistics and marketing,and based on multidimensional analysis,the results prove that the tends of international market maintain a steady state and national market has heavy development potentiality. There is high recognition and more market potential,based on consumer questionnaire survey of tricholoma matsutake. There are significantly different preferences and brand loyalty between different consumer groups. High-end products,such as freeze-dried slice,are mainly in the form of shopping malls counters. On the basis of market survey from the perspective of whole industry chain,about 20%profit can be earned for the raw material purchasing dealer,then 25% profit can be gained by processing and logistics enterprises,and about 55% profit can be obtained by marketing dealers at all levels. However,the industry development of tricholoma matsutak
出处
《林业经济问题》
北大核心
2017年第4期67-73,共7页
Issues of Forestry Economics
基金
云南省政府与中国社科院"省院合作项目"(SY201603)
关键词
松茸
产销地市场
全产业链视角
tricholoma matsutake
production and marketing areas
perspective of whole industry chain
