Study On The Market Strategy Of Export Of Agricaltural Products In Guangxi

With the development of economic globalization and regional economic integration, international trade among countries in the world become more closely. As an important component of international trade, the current situation of agricultural products trade has changed a lot because of the great influences from the changed world economic situation.As a big agriculture province of China, Guangxi located in the junction of southwest of china and southeast coast of China. The key geographical location and natural resources made this province has being the key regions of the export of agricultural products for long times. With the completion of China--ASEAN Free Trade Area, Guangxi agricultural products international trade situation is facing not only the opportunity, but also challenges. How to promote and expand agricultural products exports based on their own advantages is an important issue for Guangxi provinceThis paper is based on relevant theories of international trade, mainly studies the present situation of Guangxi’s export of agricultural products. Then, according to the analysis results, present the strategic planning and marketing strategies for Guangxi’s agricultural products export. The full text is divided into seven parts:The first part is the introduction, mainly introduces the background and significance of the topic, the present research results of this topic in domestic and foreign countries, and the research contents and the research methods of the topic;The second part is an overview of the theory which is the theoretical basis of the study. This part mainly introduces the theories related to agricultural products export and market strategy which also mentions some analysis methods used in the research such as SWOT and market positioning;The third part is the analysis on the overall situation of agricultural products export in Guangxi, including the analysis on the situation and characteristics of agricultural products export in both China and Guangxi Province;The fourth part is SWOT analysis and strategic planning on Guangxi agricultural exports, this part analyze the strengths, weaknesses, opportunities and threats of export environments in Guangxi. Then, according to the result of the SWOT matrix analysis, some advices about the strategic planning of Guangxi agricultural exports are presented;The fifth part is the marketing strategy for Guangxi agricultural products export. Firstly, the market positioning of Guangxi’s agricultural products export is made. Subsequently, combined with strategic planning, the 4P marketing strategy is proposed;The sixth part is the safeguard measures that take some advices to ensure the implementation of market strategy of the agricultural products export;The seven part is the conclusion, the findings of the full text are summarized in the paper.This paper mainly adopts the survey method, literature research method, the qualitative analysis and the quantitative analysis method. This paper proposed a combined strategic planning of diversification and differentiation. On this basis, market positioning of Guangxi agricultural products export is point out which direct the specific market strategy in four aspects including the product, pricing, channel and promotion. Summed up the following conclusions:1. Goods diversity can solve the similarity problems of agricultural product exports between China and ASEAN 2. Cultivating the core competitiveness of agricultural products in Guangxi can improve the added value of exported agricultural products, enhance the competition in international export market.3. Optimization on structure and technology of agricultural industry could improve the overall level of the industry and promote the industrialization of agriculture to deal with technical trade barriers from the developed countries of Europe and America.4. Diversification strategy in agricultural market can solve the concentration problem in Guangxi agricultural products export market.5. Setting up the characteristic agriculture base and circulation transshipment base can improve the efficiency of agricultural production, improve the efficiency of circulation and reduce the circulation cost.6. Creating characteristic agriculture brand could improve the influence of Guangxi agricultural product in international market.In this paper, The SWOT analysis, market segmentation, market positioning and marketing theory is applied to the study the agricultural products export in Guangxi. It also presents two market strategies in both macroscopic and microscopic aspects. Above two points are the main innovations of this paper comparing with the previous analysis on Guangxi agricultural product trade.