Research On The Enhancement Of Export Competitiveness Of Apple Juice Of Henan Province

Concentrated apple juice is secondary largest juice drinks in the world, which isone of the most important processed products of apple. Many countries, especiallydeveloped countries like European and American which abounds with apples haveconsumption habits of drinking apple juice. In recent years, as people’s awareness ofhealthy strengthen, pure juice and juice drinks has been favored by consumersbecause of their natural and wholesome characteristics, and the production and salesincreased rapidly. And This provides an unprecedented opportunity to apple juiceindustry in Henan Province.Henan is a province in rich of apples, bringing annual output of3.2million tons,accounting for12.4%of China’s total, secondary only to Shanxi and Shandong,ranking third in the country. However, in Henan Province, the exports of apple juiceonly account for about5%of total exports. Particularly suffering the impact of theglobal financial crisis, exports of apple juice in Henan further declined in2008,exports amounting to only$46,446,000, representing4.11%of China’s total exports,lower by45.9%than2007;2009-2010the share of exports of apple juice in Henancontinued to decline, competitiveness of apple juice processing industry has graduallyweakened; by the year2010, exports of apple juice in Henan Province totaled only$28,000,000, and the gap has been widening from Shanxi and Shandong Province,Therefore, solving the problem of shortage of apple juice exports in Henan Province,enhance export competitiveness of apple juice has been imperative.In this thesis, profiles of raw materials for processing concentrated apple juiceand situation of enterprises in Henan Province are surveyed in detail, and comparisonis made between enterprises of Henan Province and other large domestic enterprises,and it pointed out the distinct disadvantage of processing enterprises in HenanProvince such as short of enterprise fund, low corporate reputation, having no solidcooperation relations, and then pick up the problems in the production and trade ofapple juice, followed by comparing analysis relying on market share, RCA, EVA, QCand other related indicators. According to Porter’s theory of the internationalcompetitiveness, it studied the decision factors from regional comparative advantages,competitiveness of enterprises, and environmental aspects which effect exportcompetitiveness of apple juice of Henan Province, and finally measures wereproposed.