| Citrus is one of the most important fruits in the world, which plays a significant role in international fruit trade. China is the top citrus producer in the world, but most of its production relies on sales in domestic market with very small amount of export. Difficulty of sale is always a problem blocking in the development of Chinese citrus industry. Chinese citrus exporting is facing many problems, including the concentration of its export destinations. With the rapid development of Chinese citrus industry, to increase export becomes a must. European Union is the largest citrus import market in the world, which is also a net importing region of citrus. Meanwhile, EU is one of China's high-end export markets. Although there is a rapid increase, the current export is still relatively small. Export of Chinese citrus to EU is still facing many difficulties, such as poor information channels, high entrance threshold and unprecedented competition.From the prospective of Chinese citrus export enterprises, the research introduces the characteristic of EU citrus market and studies the opportunity of Chinese citrus exporting to EU. First, it analyzes the current condition and short-term trends of EU citrus market, including the production, consumption and trade. Then, applying the Constant Market Share Model, the paper tries to find out factors influencing EU citrus importing, and how those factors affect Sino-EU citrus trade. The introduction of EU market access standards is figured out according to tariff and non-tariff policies, which can help export enterprises to build up a comprehensive understanding of citrus trade barriers they facing. After the study of characteristics of EU citrus market, this paper applied SWOT analysis method to analyze the potential of Chinese citrus export to EU market, by studying the strengths, weakness, opportunities and challenges of Chinese citrus.The innovations of this paper are mainly in there aspects. First, this article chooses the EU as the research object, and based on its citrus demand analysis, forecast, and introduction of EU citrus access policy in detail, it can help Chinese citrus export enterprises to have a more clear understanding of EU citrus markets. Second, this paper adopts marketing theories and methods to analyze the opportunity of Chinese citrus exporting to EU market. Third, CMS model is used to analyze influencing factors for EU citrus imports, to study how global trade, EU demand and exporters influence citrus imports in EU, which helps to reach more specific proposal for enlarging exports of Chinese citrus to EU market. The conclusions of the dissertation are as follows:in the short future. EU citrus will maintain stable production and slight increasing consumption, and its import from China will steadily increase. EU citrus import is strongly influenced by global economic situation, the fluctuation of international citrus trade and the demand of EU market. The rapid-growing markets are their favorites.In the way of exploiting EU market, opportunity and challenge coexist, so there is still a long way to go. As long as we can learn more about the EU market and update market access information on time, and try to reveal the potential competitive advantages of Chinese citrus, we can seize export opportunities and overcome obstacles, and gain more recognition on oversea market. |
