Acceso al mercado chino y promoción internacional de los exportadores de puré de banano en la provincia del Oro

Abstract

"This essay analyzes the opportunities and challenges faced by banana puree exporters from El Oro province in their efforts to access the Chinese market and enhance international promotion. El Oro, Ecuador’s third-largest banana-producing region, shows strong potential to diversify its offer toward value-added processed products. China is identified as a strategic destination due to its market size, sustained economic growth, and rising demand for healthy and processed foods. However, the sector encounters tariff, technical, logistical, and cultural barriers that hinder the effective participation of small and medium-sized exporters. The Ecuador-China Free Trade Agreement (FTA) presents significant opportunities by reducing tariffs and facilitating trade, yet challenges remain regarding phytosanitary certifications, sustainability standards, and technological innovation. This research, based on a qualitative and documentary approach, emphasizes the need to strengthen production capacity, improve logistics infrastructure, and foster institutional coordination. Moreover, it highlights the importance of designing tailored promotion strategies supported by certifications, international fairs, digital platforms, and public-private partnerships. The study concludes that the internationalization of banana puree requires an integral approach combining technical assistance, innovation, marketing strategies, and corporate social responsibility. Such efforts would enable exporters from El Oro to seize opportunities in the Chinese market, boost competitiveness, and contribute to regional economic development."