| In recent years,The Belt and Road has brought about new opportunities for the development of the agricultural products export industry in Xinjiang.The agricultural product export industry in Xinjiang has ushered in a major development opportunity.The export enterprises of fruits and vegetables and other agricultural products have flourished.The total import and export volume of Xinjiang’s foreign trade has increased from 139.8 billion in 2017 to 156.9 billion in 2021,with an average growth rate of 2.34%.Meanwhile,the export trade volume of agricultural and sideline products in Xinjiang is growing year by year,The export trade volume of fruits and vegetables in Xinjiang is also growing year by year,and the proportion is growing.However,the growth of the total export of agricultural products in Xinjiang can not keep up with the growth rate of the total export of Xinjiang,accounting for less than 2%.Xinjiang’s agricultural products are mainly sold to Kazakhstan,Kyrgyzstan,Tajikistan,Uzbekistan,Russia and other neighboring countries.These five countries are the main target markets for Xinjiang’s import and export trade.Among them,the export of fruits and vegetables accounts for more than 90%,of which 55.1%is exported to Kazakhstan,25.93%to Kyrgyzstan,10.83%to Tajikistan,and 2.69%to Russia,Other countries accounted for 0.36%.At present,148 countries and developed regions have formal trade relations with Xinjiang.Most foreign trade enterprises in Xinjiang choose to enter the overly concentrated Central Asian market.Facing the development of global economic integration,foreign trade enterprises in Xinjiang must change their ideas,Consolidate the existing trade markets and countries,implement the trade diversification development strategy with the main focus on the countries along the Belt and Road,expand the countries in the Regional Comprehensive Economic Partnership Agreement(RCEP)region,and further develop the international trade market vigorously.This thesis takes the leading fruit and vegetable export enterprise of Xinjiang Production and Construction Corps,Tacheng Yongli Trade Co.,Ltd.as an example,fully investigates the market share and market competitiveness of its fruit and vegetable export business in foreign countries,conducts an in-depth analysis of the current situation of Tacheng Yongli’s fruit and vegetable export business including export varieties,export markets,export prices and export quality,uses SWOT analysis,price competitiveness,channel competitiveness,technology competitiveness and indirect competitiveness to analyze the positioning of Tacheng Yongli to improve its export competitiveness.We analyze the position of Tacheng Yongli to improve export competitiveness by using SWOT analysis,price competitiveness,channel competitiveness,technology competitiveness and indirect competitiveness,analyze the deep-seated reasons for the lack of export competitiveness of Tacheng Yongli’s fruits and vegetables,mainly because of low technology innovation ability and channel control ability to be strengthened,and formulate a strategy to improve export competitiveness from five aspects,including product competitiveness,channel competitiveness,price competitiveness,technology competitiveness and indirect competitiveness.Export competitiveness enhancement strategy,from the organization guarantee,infrastructure construction guarantee,technology guarantee,high quality personnel guarantee and export risk management guarantee five aspects of the Tacheng Yongli fruit and vegetable export competitiveness guarantee measures.The research results show that,from the analysis of the current international and domestic environment,Tacheng Yongli is in an advantageous position: strong government support,mature business processes,quality control guarantee for export products and a more complete talent system.The disadvantages are: low technological innovation ability,insufficient response to trade barriers in international market,channel control ability to be strengthened and weak public relations maintenance and financing ability.According to the above strengths and weaknesses analysis,it is recommended that the enterprise transform and expand the business of landed processing of imported agricultural products and cross-border e-commerce logistics business to enhance industrial competitiveness;it is recommended that the enterprise implement export diversification strategy,increase the layout of international marketing network,innovate export trade methods and enhance channel competitiveness;it is recommended that the enterprise adjust product structure,improve product quality and enhance price competitiveness;it is recommended that the enterprise upgrade procurement system,create famous brands to enhance technical competitiveness;suggest that enterprises optimize financing channels and actively seek policy support to enhance indirect competitiveness. |
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