摘要：近几年，由于经济危机的影响，使得我国水产品对外出口下降。本文选取水产品出口大市浙江省舟山市作为研究，系统分析了舟山市水产品的出口现状，找出了出口中面临的问题和制约因素，提供了合理的，有针对性的建议。一是提高水产品质量，二是提升品牌战略意识，三是改变出口水产品的结构，四是拓宽国外市场，五是积极应对汇率变动，寻求政府支持。通过研究和探讨，目的要提高出口水产品的质量，提升水产品档次，加强企业竞争力，扩大对外出口，提升舟山水产品的国际地位，形成外向型经济。本文认为，舟山水产品要想达到稳定持续健康的发展，应该完善质量和管理体系，实施品牌战略，强化深加工，重视行业协会的作用，实施市场多元化战略。56114

毕业论文关键词：舟山市 水产品 出口 转型升级

Abstract: The recent years, because of the economic crisis, the quantity of the seafood export in China is declined. The paper chooses the Zhoushan in Zhejiang which is the large city in seafood export as the object to research. The paper analyses the current situation of the export of the seafood in Zhoushan. It points out the problems existing in the export and a series of restricting factors in the processing. It gives the reasonable and targeted strategy and suggestion. First, improve the aquatic product quality. Second, strengthen the brand awareness. Third, change the structure of the export. Fourth, expand the foreign market. Fifth, cope with exchange rate changes actively, ask for support from the government. By researching and discussing, it aims to improve the quality of the seafood, to increase the additional value, to improve the level of the aquatic product, to strengthen the competitive power of the business, to increase the export, to promote the international level, to form the outer economy. This paper argues that if the aquatic products in Zhoushan wants to achieve stable, continuous, healthy development, it should perfect the system of the quality and management, carry out the brand strategy, strengthen the processing, pay attention to the industry association, put the persified market into effect.

Keywords: Zhoushan, aquatic product, export, transport and upgrade

 目 录

1  引言 3

2  文献综述 3

3  舟山水产品的出口现状 4

3.1  出口贸易现状 4

3.2  出口市场分布现状 4

3.3  出口水产品种类分布现状 6

4  目前舟山水产品出口企业面临的问题 7

4.1  水产品药物残留，质量安全隐患较大 7

4.2  品牌战略意识薄弱 9

4.3  水产品出口结构不合理 9

4.4  出口市场太过集中 9

4.5  人民币升值，加工成本上升 10

5  促进舟山水产品出口的策略 11

5.1  提高水质质量，保证源头到出口的全程监管 11

5.2  提高品牌战略意识，打响独立品牌 12

5.3  改变水产品出口结构，强化深加工的发展 12

5.4  积极拓展国外市场，提高对国外市场的敏感性和灵活性 12

5.5  积极应对汇率变动，寻求政府支持