When you do
RUN cd /app/
RUN pip install -r requirements.txt
Docker will go into / app / project and then go back to the previous folder and then the second command will fail. You should use it as follows:
RUN cd /app/ && pip install -r requirements.txt
EDIT : match comment
In addition, you must replace the export string with ENV, for example:
ENV DJANGO_SETTINGS_MODULE project.settings
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