基于跨境电商视角对我国柑橘国际竞争力提升路径探析

Analysis of the Path to Enhancing the International Competitiveness of China’s Citrus from the Perspective of Cross-Border E-Commerce

摘要: 随着我国加入WTO以及近年来中美贸易摩擦的加剧，传统柑橘出口路径受限，跨境电商作为新兴国际贸易通道，为我国柑橘产品走向海外市场提供了新的机遇。本文借助比较优势理论、国际市场占有率模型以及RCA、TC、RTA等指标，结合跨境电商的发展特点，分析我国柑橘产业的国际竞争力现状与问题。结果表明，我国柑橘鲜果在传统国际贸易路径下呈现劣势，果汁类加工产品竞争力更弱，但借助跨境电商平台的市场扩展能力、数字营销手段、冷链物流体系等，可以有效弥补传统出口的短板，推动我国柑橘产业高质量“出海”。

Abstract: With China’s accession to the WTO and the intensification of trade frictions between China and the United States in recent years, the traditional export routes of citrus fruits have been restricted. Cross-border e-commerce, as a new international trade channel, has provided new opportunities for Chinese citrus products to enter overseas markets. This paper, by means of the theory of comparative advantage, the international market share model, and indicators such as RCA, TC, and RTA, combined with the development characteristics of cross-border e-commerce, analyzes the current situation and problems of the international competitiveness of China’s citrus industry. The results show that China’s fresh citrus fruits are at a disadvantage under the traditional international trade route, and the competitiveness of juice processing products is even weaker. However, by leveraging the market expansion capabilities of cross-border e-commerce platforms, digital marketing methods, cold chain logistics systems, etc., the shortcomings of traditional exports can be effectively made up, promoting the high-quality “going global” of China’s citrus industry.