国际经济与贸易学院知识库

“一带一路”倡议的提出不断加深我国与沿线国家贸易，伴随着双边经济的不断发展和消费水平的提高，促使我国农产品贸易不断增长，也为新疆农产品出口中亚五国带来了机遇。新疆农产品凭借着独特的地理条件和生长优势，在出口贸易上获得了迅速发展。但是总体来看，新疆农产品与中亚五国在出口结构、营销策略方面存在还有很大问题，尤其是新冠疫情的冲击影响，新疆农产品在出口贸易规格、产品结构、贸易便利条件等与发达国家在贸易上存在较大的差别，如何解决这种发展背后的实际问题也成为新疆农产品在激烈的国际市场竞争中立于不败之地的重中之重。

本文在现有文献和市场营销相关理论的基础上进行研究整理，并运用PEST分析法和SWOT分析法分别分析了新疆农产品所处的外部环境和优劣势，结合机会和威胁综合分析了当前新疆农产品的营销现状，挖掘出所存在的问题并据此找出新疆农产品出口中亚五国营销的发展限制因素。

基于此，通过构建中亚五国果蔬出口市场细分指标体系，运用聚类分析法将中亚五国市场细分为细分市场一（哈萨克斯坦和乌兹别克斯坦）、细分市场二（塔吉克斯坦和吉尔吉斯斯坦）和细分市场三（土库曼斯坦），根据各细分市场分析市场需求特征，建议将首要目标市场选择为细分市场一和细分市场二。同时，不同细分市场的定位是不同的，细分市场一应定位于中高端市场，细分市场二应定位于高性价比的大宗果蔬。根据细分市场的不同结合产品、价格、渠道和促销策略，进而提出新疆农产品进入中亚五国营销发展对策及建议。企业由此制定出适合农产品销售发展的营销计划，从而提高新疆农产品的国际竞争力。本文的研究结论操作性较强，为其他地区的出口企业营销策略的制定可以提供一套较为可行的借鉴依据和参考方案。

The "One Belt, One Road" initiative has continuously deepened exchanges between China and countries along the road. With the continuous development of the bilateral economy and the improvement of the level of consumption, trade in agricultural products in China has been steadily increasing, and it has also brought opportunities for Xinjiang's agricultural products to be exported to the five Central Asian countries. With its unique geographical conditions and lighting advantages, Xinjiang agricultural products have achieved rapid development in export trade. However, There is a big difference in trade among the five countries. How to solve the practical problems behind this development has also become the top priority of Xinjiang's agricultural products to remain invincible in the fierce international market competition.

The “One Belt, One Road” initiative has continuously deepened the trade between my country and the countries along the route. With the continuous development of the bilateral economy and the improvement of the consumption level, the trade of agricultural products in my country has been continuously increased, and it has also brought opportunities for Xinjiang's agricultural products to be exported to the five Central Asian countries. With its unique geographical conditions and lighting advantages, Xinjiang agricultural products have achieved rapid development in export trade. However, in general, there are irrationalities in the export structure and trade barriers between Xinjiang's agricultural products and the five Central Asian countries, especially the impact of the new crown epidemic. There is a big difference in trade, and how to solve the practical problems behind this development has also become the top priority for Xinjiang agricultural products to remain invincible in the fierce international market competition.

This paper researches and organizes on the basis of existing literature and marketing related theories, and uses PEST analysis method and SWOT analysis method to analyze the external environment, advantages and disadvantages of Xinjiang agricultural products, and comprehensively analyzes the current Xinjiang agricultural products combined with opportunities and threats. Based on the current situation of marketing, excavate the existing problems and find out the restrictive factors for the development of Xinjiang's agricultural products exported to the five Central Asian countries.

Based on this, the five central Asian countries is constructed index system of fruit and vegetable export market segmentation, using cluster analysis to the five central Asian countries market subdivided into segments (kazakhstan and uzbekistan), market segment 2 (tajikistan and kyrgyzstan) and three (turkmenistan) market segment, according to each segment of the market analysis of market demand characteristics, It is suggested that the primary target market should be segment 1 and segment 2. At the same time, the positioning of different market segments is different. The first market segment should be positioned at the middle and high-end market, and the second market segment should be positioned at the bulk fruits and vegetables with high cost performance. According to the different market segments combined with different products, prices, channels and promotion strategies, and then put forward xinjiang agricultural products into the five Central Asian countries marketing development countermeasures and suggestions. From this, enterprises formulate marketing plans suitable for the development of agricultural products sales, so as to improve the international competitiveness of Xinjiang agricultural products. The conclusion of this paper has strong operability and can provide a relatively feasible reference scheme and reference for the development of marketing strategies of export enterprises in other regions.