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第13课市场分析

Hong Kong is Tops at Cracking U.S.Shell Eggs

香港是美国蛋类的大市场

By Michael L.Humphrey

While most people think of Hong Kong as a small market, it is, in fact, the largest export market for U.S.shell eggs.In 1985, the United States exported over 7 million dozen shell eggs valued as $ 4 million for food use in Hong Kong.That market alone accounted for half of the volume and 40 per cent of the value of total U.S.exports of shell eggs for food use.

大多数人认为香港是一个小市场，可它实际上是美国蛋类的最大的出口市场。1985年，美国向香港出口了7百多万打食用蛋类，价值4百万美元。仅此市场就占据了美国食用蛋类出口量的一半，总价值的40％。

Hong Kong consumers enjoy a variety of shell eggs, including fresh hen and duck eggs, dyed eggs for special occasions, eggs cooked in salt or tea leaves, pigeon eggs and preserved duck eggs.Fresh hen eggs, however, are the most popular item.

香港的消费者喜欢各种蛋类，包括鲜鸡蛋，鲜鸭蛋，特殊场合下使用的彩蛋，咸鸡蛋和茶叶蛋，鸽子蛋和腌鸭蛋。可是，它们当中，还是鲜鸡蛋最受欢迎。Each consumer in Hong Kong eats an average of 215 fresh eggs and 20 preserved or dyed eggs each year.According to Hong Kong import statistics, the territory annually imports more than 1.2 billion fresh shell eggs valued at $ 52 million.In addition, Hong Kong produces 4.5 million dozen hen, duck and goose eggs and 12 million dozen quail eggs annually.

香港的每个消费者每年平均吃掉215个鲜鸡蛋，20个腌鸡蛋或彩蛋。根据香港进口统计数字，该地区每年要进口12亿多个鲜蛋，价值5200万美元。此外，香港每年还自己生产450万打鸡蛋、鸭蛋、鹅蛋以及1200万打鹌鹑蛋。Chinese eggs dominate the fresh egg market with more than an 80-per cent share.Thailand became the second largest supplier in 1984, following a nearly eightfold increase over 1983 shipments.The United States is currently the third largest supplier with a 7.5-per cent market share in 1985—up from 6.8 per cent in 1984.Egg imports from the Netherlands also showed a dramatic increase in 1985.

中国鸡蛋以80％以上的市场份额统治香港的鲜蛋市场。1984年，泰国成为香港的第二大供应商，供货量比1983年增长了近8倍。目前，美国是香港的第三大供应商，从1984年6.8％的市场占有率增长到现在的7.5％。1985年，从荷兰进口的蛋类也有了显著的增长。

Chinese Prefer Brown Eggs 中国人偏爱棕色蛋

The Chinese, who constitute 95 per cent of Hong Kong’s population, prefer brown eggs over white.In fact, 90 per cent more of the fresh eggs consumed are brown.The major outlets for white eggs are hotels, western-style restaurants and fast food shops. 和白色蛋相比，占香港总人口95％的中国人则更喜欢棕色蛋。实际上，他们消费的90％或以上的鸡蛋都是棕色的。而白色蛋的主要销路是旅馆、西式饭店和快餐店。

Chinese consumers prefer the deeper color of brown egg yolks—often considered

essential to the color of many Chinese dishes.Chinese-style restaurants also find that brown eggs are more popular with customers.

中国消费者更喜欢棕色蛋的蛋黄，因为它颜色较深，因而被认为是许多中国菜不可缺少的颜色。中国餐馆还发现棕色蛋更受顾客欢迎。

Chinese eggs have a unique odor that can be advantage or a disadvantage, depending on the consumer.

中国蛋有一种独特的气味，既可以被当成优势也可以被当成劣势，完全取决于消费者。

To the Chinese consumer, the odor is indicative of a “good egg” and is an important reason, in addition to a price advantage, for the popularity of Chinese eggs.The odor, however, is a major reason why Chinese eggs are not accepted by hotels, western-style restaurants and fast food outlets.

对中国消费者来说，这种气味是好鸡蛋的指标，是除价格优势之外，中国鸡蛋受欢迎的又一重要原因。然而，这种气味也是中国鸡蛋被旅馆、西式饭店和快餐店拒绝的一个主要原因。

U.S.Brown Eggs Fail To Compete 美国棕色蛋在竞争中失败

Virtually all eggs imported from the United States are white.This is due in part to the fact that the availability of European brown eggs at lower prices has made U.S.brown eggs uncompetitive.

但是，对等贸易并不是债务国所独有的。约非说：“即使像澳大利亚、加拿大和印度尼西亚这样外汇地位强健的国家也坚持在某些领域从事对等贸易。把进口和出口联系起来是一种对跨国公司施加权力的途径。缺乏国际营销专业知识的国家试图用对等贸易作为杠杆来推动跨国公司的内部市场网络。”

实际上从美国进口的所有鸡蛋都是白色的。部分原因是在市场上以更低的价格就可以买到欧洲的棕色蛋，这使美国棕色蛋失去了竞争力。

Packing and grading of U.S.brown eggs is also difficult because unlike U.S.white eggs, U.S.brown eggs vary markedly in size.Eggs from medium to extra large are packed in the same carton, resulting in frequent breakage of larger eggs.

而且，美国棕色蛋的包装和分级也很困难。因为不同于美国白色蛋，美国棕色蛋的大小差别显著。中等大小的鸡蛋和超大号的鸡蛋被装在同一个纸板箱中，常常造成较大鸡蛋的破裂。

Wholesalers or retailers in Hong Kong also must sort the eggs by sizes, which creates extra work.

香港的批发商和零售商还必须按蛋的大小分类，这样就增添了许多额外的工作。Importers point out that with alternative suppliers now available, U.S.brown eggs cannot compete without improvement in the method of packing.

进口商指出，因为现在有可供选择的供应商，美国棕色蛋如果不改进包装方式，是无法参与竞争的。

In the white egg market, however, U.S.eggs have enjoyed a distinct advantage.Hotels, restaurants and institutions recognize the consistent high quality of U.S.eggs.

然而，在白色蛋市场上，美国却一直享有明显的优势。宾馆、饭店和社会公共机构公认，美国蛋的质量一贯很高。

Another advantage is that U.S.eggs can be kept for a comparatively long time.The shipping time of 14 to 16 days from the U.S.West coast, compared to 30 days from