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论文编号：	4616
作者编号：	2220091900
上传时间：	2012/9/19 16:55:37
中文题目：	中小纺织企业海外营销模式创新研究
英文题目：	A Research on Innovation of Small and Medium Size Textile Enterprises Oversea Marketing Model
指导老师：	韩德昌
中文关键字：	关键词：中小纺织企业 海外营销 价值链 营销模式创新
英文关键字：	Key Words: Small and medium size enterprises，Oversea marketing，Value chain，Innovation of marketing model
中文摘要：	在后金融危机时代，中国外贸企业面临着欧美多国主权信用评级遭降，欧美债务危机深入恶化，大宗商品价格异常地波动，贸易保护主义风险上升，人民币持续升值，劳动力短缺，用工成本不断攀升，融资困难等等内外交困的环境。而中国的中小型出口企业，尤其是纺织品的中小出口企业还面临着微利难保，订单转移，客户破产风险以及价格的持续走低，这样种种原因迫使中小型纺织企业必须要寻求一条转型升级，持续发展的道路。本文第一部分探讨了研究背景与研究意义，并介绍本文的研究方法与研究内容。第二部分中从三个方面对于相关理论研究及其文献进行回顾、梳理，并进行评述：一是国际营销理论，二是价值链及价值曲线的相关理论，三是客户管理的相关理论回顾，同时。本文的第三部分介绍中小纺织企业海外营销环境分析。其内容包括：①简要的介绍了世界纺织出口格局及中国中小纺织企业概况；②中国中小纺织企业的营销现状和其价值链；第四部分主要介绍中小纺织企业海外营销的前景和发展方向。首先分析中小纺织企业海外营销研究的指导思想和原则，再介绍中小纺织企业海外营销的地区分布，方向和建议。第五部分主要介绍中小纺织企业海外营销模式创新。首先分析中小纺织企业的营销模式概况，再以上海三问国际贸易有限公司为例介绍中小纺织企业海外营销模式的创新实践。通过研究，本文得出以下主要结论：第一，中小纺织企业必须要进行海外营销。第二，中小纺织企业的海外营销模式必须要创新。第三，始终坚持原创设计和高端营销可以为中小纺织企业带来新的发展机遇。第四，上海三问国际贸易有限公司关于海外营销模式的创新取得了很大的成果，值得其他企业借鉴。
英文摘要：	After the financial crisis, China’s foreign trading enterprises are facing a lot of pressures: European debt crisis is getting worse; US and European countries credit ratings were down; commodity price is up and down dramatically; there are more and more trade protection cases happened; RMB appreciation is continuously grow; labor shortage cause the labor cost increasing day by day; the small and medium sizes enterprises are very hard to get the financial support. The small and medium size exporting enterprises, especially textile enterprises are facing the very low margin, the buyers are moving the orders to other countries and the customers may go to bankruptcy. Of course, the low price will still be the key point. Those effects are pushing the small and medium size textile enterprises to search for a new business model. This thesis discusses the research background and significance of the research, and introduces the research method and the research content. Then the second chapter introduced as below: first is the international marketing theory, second is the value chain and value curve related theory, third is customer management related theory. After that, the third chapter introduced small and medium size textile enterprises’ current situation: ①Brief introduction of the structure of the world textile exporting and the situation of China’s small and medium size textile exporting enterprises;②China’s small and medium size textile enterprises’ marketing situation of and value chain. Then, analyze the prospect and developing trend of small and medium size textile enterprises. Including the instruction and principle of how to develop the oversea marketing. Then give some suggestion on the developing areas and the directions. Through the study, the thesis concludes the following main conclusions: First, The oversea marketing will be very important for small and medium size textile enterprises. Second, it should be very creative on the small and medium size textile enterprises oversea marketing. Third, the original design and high-end marketing can bring the new developing chances and opportunities for the small and medium size textile enterprises. Forth, Shanghai Sunwin Industry Co., Ltd. did a great job on the oversea marketing, we can learn from its experience.
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