Study On The Market Environment And Counter Measures Of China's Apple And Apple Juice Exportation

China is the top apple producer in the world, approximately, the cultivation area is 2.2 million hectares and the total output is 25 million tons in the year 2005. After China's entrance into the World Trade Organization, apple has become one of the agricultural products, which have strong international competitiveness, and has played more and more vital role in increasing fanners' income, advancing crop production structure adjustment and promoting local economy development; and to expand apple exportation is an important way furthering China's apple industry. Apple juice is the most important processed product of apple; in recent years, the international market demand for apple juice has become exuberant, especially when some developed countries, such as the United States and Germany, curtailed their domestic production for the increasing production cost, and their import proportion was getting higher and higher, and this will undoubtedly increase the opportunity for exportation of china's apple juice, foster apple processing industry, and finally boost China's apple industry.This thesis focuses on the international market environment for the exportation of China's apple and apple juice, begins with the world apple and apple juice situation, and analyzes how the WTO "Agricultural Agreement" influences world apple and apple juice trade, then makes an introduction of China's apple and apple juice production and domestic consumption for further discussion; based on above analysis, the author divides the world apple and apple juice market into several parts, and separately expatiates on the demand characteristic of apple and apple juice in the market of EU, CIS and NAFTA, and respectively analyzes the policy environment of the above three markets from both the tariff level and non-tariff trade barriers respects of view. Subsequently, the thesis conducts detailed analysis to the trend and pattern of China's apple and apple juice exportation, and calculates the competitiveness of China's apple and apple juice exportation with TSC (Trade Specialization Coefficient), RCA (Revealed Comparative Advantage) and MPR (International Market-Possessing Rates); based on the previous analysis, and combined with the current situation of China's apple and apple juice exportation, the thesis makes a definition and potential analysis to China's target market of apple and apple juice. Based on all the above analysis, the thesis concludes in detail the strengths, weaknesses, opportunities, and threats of China's apple and apple juice exportation by SWOT analysis, and finally, the thesis puts forward an overall strategy and the specific counter measures for the promotion of China's apple and apple juice exportation.