中国苹果出口质量及其影响因素研究
Study on Export Quality of Chinese Apple and Its Influencing Factors

长期以来，我国一直是苹果生产和出口大国，但是出口价格却远低于世界平均水平，反映出我国苹果较低的出口质量。基于“高端进口、低端出口”的困境，本文运用计量方法实证分析了苹果出口质量的影响因素，同时运用市场调研的方法评估各个因素在供需双方心中的真实地位。结果显示，生产技术对苹果出口质量影响最大；果实外观、口味及储存保鲜技术等是消费者比较看重的因素；而销售商认为苹果的色泽、口味、果实大小及保鲜技术是决定质量的重要方面。据此，建议提高苹果种植水平和条件，开发更加优良的苹果品种，完善苹果质量信息公开透明工作，推动质量标准化并改进包装以提升出口质量。
For a long time, China has been a big country in apple production and export, but the export price is far lower than the world average, reflecting the low export quality of apple. Based on the dilemma of “high-end import and low-end export”, this paper empirically analyzes the influencing factors of apple export quality by using econometric methods, and uses the method of market research to evaluate the real position of each factor in the hearts of both supply and demand. The results show that the production technology has the greatest impact on the export quality of apple. Fruit appearance, taste, storage and preservation technology are the factors that consumers pay more attention to. Sellers believe that the color, taste, fruit size and preservation technology of apple are important aspects to determine the quality. Therefore, suggests are given to improve the level and conditions of apple planting, develop better apple varieties, improve the openness and transparency of apple quality information, promote quality standardization and improve packaging to improve export quality.