Export Market Segmentation Of China’s Citrus Fruit

As the yield of citrus fruit is the largest in the world, citrus fruit occupies a very important position in agricultural products trade, and citrus export plays an important role in expanding China’s fruit export. Especially after the accession to WTO, the export trade of China’s citrus fruit develops rapidly, but at the same time we found that there are still some problems in China’s citrus fruit exports: Though the yield of China’s citrus fruit is high, but the proportion of export quantity and value of China’s citrus fruit in the world’s citrus exports is very low, and trade efficiency is not obvious; The matching ability between the export structure of China’s citrus fruit and demand structure of the world market is poor; China’s citrus fruit mainly export to Southeast Asian countries, the market is too single, and it has limited ability to withstand market risks, etc.. How to subdivide the current export market of China’s citrus fruit? How should we improve the export share of China’s citrus fruit in the market? By supposing these questions, the paper focuses on subdividing the export market of China’s citrus fruit, and it has important significance to understand the export market situation of China’s citrus fruit, to establish relevant strategies for each type of market in the future, to improve the export share of citrus fruit and enhance the anti-risk ability of the citrus fruit market, and to promote the export competitiveness of citrus fruit.Based on the index of agricultural products trade continuum, by constructing the comprehensive evaluation model, this paper calculates comprehensive evaluation index on export countries of China’s citrus fruit to determine the development level and the ranking of countries in export market of China’s fresh citrus, and it makes cluster analysis on the comprehensive evaluation index results to make export market segmentation of China’s citrus fruit, therefore to formulate relevant strategies for each type of market, to effectively play the export potential of China’s citrus fruit, and to enhance the export competitiveness of China’s citrus fruit.According to the logic sequence and the unceasingly thorough research content, the paper is divided into six chapters. The first chapter is the introduction, and it describes the background and the topic of this study, introduces the research purpose and significance, defines the related concepts, introduces the research contents and methods and points out the possible innovations and shortcomings. The second chapter introduces the basic theories, including the theory of market analysis, the theory of market segmentation and the theory of fuzzy comprehensive evaluation, and relevant research trends at home and abroad are reviewed and commented, including related literature of domestic and foreign citrus fruit exports and market segmentation, finally the analysis framework on export market segmentation of China’s citrus fruit is proposed according to the set of research task. The third chapter analyzes the current situation of import pattern of the world’s citrus fruit and present situation of China’s citrus fruit export, and it summarizes the characteristics of present situation of China’s citrus fruit export. The fourth chapter illustrates the source of the date of indexes, processes the data of indexes, constructs the comprehensive evaluation model to calculate and rank the comprehensive evaluation index of every country in the export market of China’s citrus fruit, and finally analyzes the result. The fifth chapter makes the cluster analysis of comprehensive evaluation index result with SAS13.0 software to make export market segmentation of China’s citrus fruit China, and puts forward the strategies of China’s citrus fruit exports combined with the characteristics of various market segments. The sixth chapter summarizes the main contents of this research, and puts forward the related countermeasures and suggestions of export market segmentation of China’s citrus fruit with the conclusions of the research.It introduces the concept of the agricultural product trade continuum, empirically analyzes export market condition of China’s citrus fruit with a variety of indicators and a model, obtains the comprehensive evaluation indexes of various countries. Based on the analysis of the comprehensive evaluation indexes, it gets the relationship between the development level of export market of China’s citrus fruit and evaluation indexes. It makes cluster analysis on the comprehensive evaluation index result to make export market segmentation of China’s citrus fruit. Combined with the research conclusion, to expand China citrus exports, the government must optimize the structure of citrus fruit varieties, vigorously develop the target market, actively deal with trade disputes, strengthen the construction of infrastructure of citrus fruit exports and seize the development opportunities of the national strategy "One Belt and One Road".