我国的国产水果在市场上竞争乏力，国产樱桃卖果难、价格低，国际樱桃生产商正 在大举进入中国，这一反差揭示我国水果消费向高端化升级，但国产水果产业未能适应 市场变化的艰难困境。本文以樱桃进口作为项目研究，并进行以下各项研究。 通过对该进口项目基础调查，我国水果市场的宏观分析，再对照国际贸易法律政策， 运用多种销售策略和借鉴别人研究的经验，希望能够得到启发和合适的引导，经研究和 分析后确定以下问题，营销策略和运营策略的选择、目标市场的定位、盈利能力的预测 以及风险的预测等。 基于对樱桃进口的项目进行了背景的分析，由宏观环境发现樱桃的进口量每年高增 长且国家的政策逐步支持樱桃进口，加上我国与多国的双边贸易互惠互利和“一带一路” 政策的支持，为本项目提供了广阔的市场。本报告还运用波特五力模型对生鲜水果行业 竞争力进行分析，结果发现通过波特竞争五力模型竞争的巨头格局较为明朗，但散户的 竞争者更为普遍，且竞争力不强，而供应商的讨价还价能力较弱，潜在竞争者多，竞争 十分激烈，替代品的威胁不会很高；再结合该项目 SWOT 分析，显示本项目的优势为 有一定数量的客户群、物流技术优势、金融资本优势、仓储系统优势，而存在配送运营 模块空白和竞争力差的劣势，决定采用差异化战略进行销售，进而应用 STP 进行战略定 位和 4Ps 方法论制定了本计划的营销方案，即利用市场细分、选择和定位确定了目标市 场为东莞的高端消费市场，而其营销策略是产品差异化策略、差别定价策略、“零级渠 道”直销模式和一系列促销策略；然后运用用户生命周期方法论制定出项目的运营策 略，接着分析各项有关的财务数据、盈利能力、投资收益率和风险等，发现本项目的投 资回报期大约为 1 年，仅仅是整个项目运作时间的三分之一，并且内部收益率比市场平 均投资回报率要，显然该项目是值得投资和开展的。 通过本商业计划书的分析发现，公司的樱桃进口项目的各项财务指标良好、盈利可 观且主要风险可预防也可控制，说明该商业计划书是一种可行的方案。再者，随着我国 与多国互惠互利的政策实施以及我国消费樱桃数量不断增长，樱桃会成为更多大众接受 喝更多消费者的选择的水果，希望本文采用的研究方法和研究发现，可以为其他水果进 口贸易公司带来启发和参考。 关键词，樱桃进口；波特五力模型；SWOT；4Ps；用户生命周期；商业计划书II ABSTRACT China's domestic fruit is weak in the market. Domestic cherries are difficult to sell and prices are low. International cherry producers are entering China in a big way. This contrast reveals that China's fruit consumption is upgrading to high-end, but the domestic fruit industry has failed to adapt to market changes in the difficult situation. This article uses cherry imports as a project study and carries out the following series of studies. In the above context, this paper mainly uses the combination of theory and practice. The macro analysis of the Chinese fruit market are the competition analysis of the cherry industry and the relevant theory of international motivation. With reference to various platform sales models and experiences, I hope to provide suggestions and solutions for the cherry import project and to solve these problems through a series of research and analysis: sales strategy and sales model selection, target market positioning, profitability Forecasts and predictions of risks, etc. Based on the background analysis of the cherry import project, the objectives and content of the research were determined. The macro environment found that the import of cherries also showed high growth under the condition of stable annual stability, and the national policy was Gradually opening up the import of cherries in other countries, coupled with the increasingly mutually beneficial bilateral trade between China and the cherry importing countries. The simplification of the fruit inspection, quarantine process and the strong support of the “One Belt, One Road” policy provide a broad market for the project. This paper also uses Porter's five-force model to analyze the competitiveness of the fresh fruit industry. Combined with the SWOT analysis of the project, it decides to adopt a differentiated strategy for sales, and then applies STP for strategic positioning and 4Ps methodology to develop the marketing plan for the plan. We use the user life cycle methodology to develop the project's operational strategy, and analyze the relevant financial data, profitability, investment yield and risk, etc..We found that the investment return period of the project is about 1 year, just the one-third of entire project operation time. The internal rate of return is higher than the average return on investment in the market. Obviously the project is worth investing and carrying out. Cherry import project and the financial indicators of various financial indicators are good. The risks are adjustable and controllable. At the same time, with the implementation of the policy of mutual benefit between China and the cherry exporting countries, cherries will become the fruit of more people to accept. I hope that the research method used in this paperIII will find that it can bring inspiration and reference to other fruit import trading companies. Key words: cherry import; Michael Porter's Five Forces Model; SWOT; 4Ps; user life cycle; business planIV 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景与意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 4 1.2.1 国际和国内的生鲜水果营销策略........................................................................... 4 1.2.2 国内生鲜水果供应链现状....................................................................................... 5 1.2.3 水果行业的商业运作模式....................................................................................... 7 1.2.4 生鲜水果的市场现状............................................................................................... 8 1.3 研究目标及内容 ........................................................................................................... 10 1.3.1 研究目标................................................................................................................. 10 1.3.2 研究的内容............................................................................................................. 10 1.4 研究方法及报告框架 ................................................................................................... 10 第二章 项目概况介绍............................................................................................................12 2.1 项目背景及概述 ........................................................................................................... 12 2.2 项目初步定位 ............................................................................................................... 13 2.3 本章小结 ....................................................................................................................... 14 第三章 樱桃进口市场宏观环境分析....................................................................................15 3.1 樱桃的数据分析与筛选 ............................................................................................... 15 3.2 政策研究 ....................................................................................................................... 20 3.3 水果检验检疫的要求及流程 ....................................................................................... 21 3.4 本章小结 ....................................................................................................................... 23 第四章 市场需求和 SWOT 分析..........................................................