Research On The International Development Of Hexian's Vegetable And International Marketing Strategy

China is a large agricultural country with large amount of vegetable production,consumption and export.Vegetables are essential to people's daily life since they provide a variety of vitamins,minerals and other nutrients.At present,the production of vegetables in China accounted for more than 50%of total production in the world.China has become the world's largest vegetable market.Over the years,vegetable has become one of most important agricultural export of our country,our overall competitiveness in the international market is also growing,we have exported our products to nearly 200 countries and regions.Hexian,located in the Yangtze River Delta area in Anhui Province,is recognized as the national pollution-free vegetable production demonstration advanced county and standardization production base of green food.It is known as "the Yangtze River region's largest vegetable production base" with 43.2 million mu area.In 2015,the total revenue hit 2.25 million with total amount of vegetable production at 112 million tons,and the export volume at 1570 tons.This paper mainly discusses the internationalization issue of Hexian vegetable exporting process by utilizing the theory of comparative advantage and international marketing principles.Data is collected through survey and secondary researches,and then analyzed both qualitatively and quantitatively using normative analysis and case study.Finally,after the systematic comparison,conclusion can be made on the market development process,the reasons for the increasing market demand,the comparative advantages,the existing problems and the marketing strategies and tactics.This paper aims to provide valuable reference to help the vegetable industry to reach a stable and sustainable development status,and to enhance international competitiveness.The concrete conclusions are listed below:1.The vegetable industry in Hexian has already become a complete industrial chain with the process of breeding,production,supervision,technology services,product processing,transport,product and final sales.2.Internationalization is an inevitable choice for the vegetable industry to achieve sustainable development.It is also a must choice under the demand of market competition and industrial upgrading.Switching to the international marketing channels and increase the export capacity is the ultimate underlying reason for the internationalization process.3.Hexian vegetables are mainly sold to neighbor countries like Japan,South Korea and Hong Kong.Some problems exist in this process,such as limited selling mode,narrow target market and poor adapting ability to the international market.4.There are elements that put some restrictions on the internationalization process of Hexian vegetable industry.They are limited driving force,lacking of leading market strategies and talents,lacking of supporting facilities and services,and lacking of government support.5.The precondition for the internationalization process of Hexian vegetable industry is to make concrete plan,develop a feasible strategy and build a leading vegetable export base.This paper made several suggestions from both the enterprise perspective and government perspective to promote and implement the international strategy effectively.6.This paper did a systematical study from market segmentation,target market selection,market and product positioning and marketing strategy formulating.