纺织服装企业出口.doc
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纺织服装企业出口,摘 要2008年下半年，源自美国次贷危机引发的金融危机迅速席卷全球，对各国经济都造成不同程度的负面影响，我国外贸企业深受其害。全球经济恶化引发的外需萎缩，导致我国尤其是沿海省份城市的受阻。为缓解出口压力，加快贸易方式的转型升级，众多企业选择出口转内销，但是面对国内市场，纺织服装企业遇到更多困难，导致纺织...
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摘 要
2008年下半年，源自美国次贷危机引发的金融危机迅速席卷全球，对各国经济都造成不同程度的负面影响，我国外贸企业深受其害。全球经济恶化引发的外需萎缩，导致我国尤其是沿海省份城市的纺织服装企业出口受阻。为缓解出口压力，加快贸易方式的转型升级，众多企业选择出口转内销，但是面对国内市场，纺织服装企业遇到更多困难，导致纺织服装企业进退维谷。所以，为纺织服装企业内销提出应对策略及解决方案具有较强的现实意义。
首先，理论概述部分总结了出口转内销概念的演变及其营销的基本要素；接着介绍了市场营销学中的相关理论和分析方法，如STP理论、4Ps理论、五力模型、SWOT分析等，为本文的研究奠定理论基础。
其次，本文分析了外贸纺织服装企业出口转内销的原因；接着借鉴大量数据分别从进出口趋势、行业利润水平、内销效果等方面分析了纺织服装企业出口转内销的现状；然后分别利用PEST分析和五力模型分析对纺织服装企业的宏观及微观环境进行了研究。在现状及营销环境分析的基础上，利用SWOT分析法研究了纺织服装企业出口转内销存在的优势、劣势、机会和威胁，并进一步对SWOT问题点归纳总结，包括国内市场尤其是农村市场开发不够、电子商务平台利用不充分、利润逐渐摊薄、消费需求变化加快、企业前期投入增加、货款回收难，沉淀成本增加、难以顺利打入地方市场、产品、价格、渠道、品牌等方面的营销组合不完善、产品附加值不高等；基于以上问题点，制定了纺织服装企业出口转内销的战略选择。
最后，结合纺织服装企业面临的营销环境以及SWOT战略选择，本文运用4Ps理论，分别从产品、价格、渠道、促销等方面对纺织服装企业出口转内销提出对应的营销策略，其中，对于渠道建设，主要基于扁平化思想提出了一系列策略。如搭建网上销售平台、与零售商自有品牌战略相结合、利用专业市场等。在案例分析部分，介绍了A集团内部的经营环境；分析了A集团出口转内销面临的问题；结合第五章提出的营销策略，制定了适合A集团出口转内销营销策略，以期对A集团顺利转向内销有所帮助。
关键词 纺织服装企业；出口转内销；SWOT分析
Abstract
In the second half of 2008, subprime crisis which was derived from the USA swept across the world rapidly, and it has lead to varying degrees influence on each country's economies. Foreign trade enterprise in China is also suffered from it hardly. Because of the special nature, as external demand shrinking and the global economic deteriorating, export of textile and garment enterprises in China especially in urban coastal provinces is blocked. In order to relieve export pressure and accelerate the transformation and upgrading of trade pattern, many enterprises selected to turn export to domestic sale. However, when they faced with the domestic market, they encountered more difficulties which made textile and garment enterprises in dilemma.Thus, it has practical significance to propose strategies and solutions for textile and garment enterprises to domestic sale.
Firstly, related concepts and theories are introduced, for example, evolution of the concept for turning export to domestic sale and basic elements of marketing.Then related concepts and theories of marketing are introduced, for example, STP theory, 4Ps theory, Porter model, SWOT analyse. They have layed the theoretical basis for this paper.
Next, status of turning export to domestic sale about textile and garment enterprises are presented; reasons of turning export to domestic sale about textile and garment enterprises are studied, it has drawn large amounts of data from aspect as import and export trends, industry profit level, the domestic effects; and macro environment and micro environment of textile and garment enterprises is also studied by using PEST and Porter model. Based on the status and environment, strengths, weaknesses, opportunities and threats in textile and garment enterprises of turning export to domestic sale is analyzied.Strategies of textile and garment enterprises turning export to domestic sale are provided.
Finally, integrating environment of textile and garment enterprises and SWOT strategy, 4Ps theory is selected to provide corresponding marketing strategy from product, price, channel and promotion. A Group is seleted as the case.The internal operation environment is introduced firstly; after that, the problems faced by A Group are anlysed; at last, marketing strategies of turning export to domestic sale for A Group are formulated which are based on the peoposed marketing strategies of chapter five, and we hope that they can have some help to A Group.
Keywords textile and garment enterprise; turning export to domestic sale; SWOT analyse
目 录
摘 要 I
Abstract I
第1章 绪论 1
1.1 研究背景、目的和意义 1
1.1.1 研究背景 1
1.1.2 研究目的和意义 1
1.2 国内外研究现状 2
1.2.1 国外研究现状 2
1.2.2 国内研究现状 3
1.3 研究思路、主要内容及创新点 8
1.3.1 论文思路及框架 8
1.3.2 主要研究内容 9
1.3.3 创新点 9
1.4 研究方法 9
第2章 相关理论概述 10
2.1 出口转内销的概念演变及营销基本要素 10
2.1.1 出口转内销的概念演变 10
2.1.2 出口转内销营销的基本要素 10
2.2 市场营销的相关理论及分析方法 11
2.2.1 STP理论 11
2.2.2 4Ps理论 13
2.2.3 市场竞争与演变的五种力量分析 14
2.2.4 SWOT分析法 15
2.3 本章小结 16
第3章 我国纺织服装企业的发展现状及面临的营..
2008年下半年，源自美国次贷危机引发的金融危机迅速席卷全球，对各国经济都造成不同程度的负面影响，我国外贸企业深受其害。全球经济恶化引发的外需萎缩，导致我国尤其是沿海省份城市的纺织服装企业出口受阻。为缓解出口压力，加快贸易方式的转型升级，众多企业选择出口转内销，但是面对国内市场，纺织服装企业遇到更多困难，导致纺织服装企业进退维谷。所以，为纺织服装企业内销提出应对策略及解决方案具有较强的现实意义。
首先，理论概述部分总结了出口转内销概念的演变及其营销的基本要素；接着介绍了市场营销学中的相关理论和分析方法，如STP理论、4Ps理论、五力模型、SWOT分析等，为本文的研究奠定理论基础。
其次，本文分析了外贸纺织服装企业出口转内销的原因；接着借鉴大量数据分别从进出口趋势、行业利润水平、内销效果等方面分析了纺织服装企业出口转内销的现状；然后分别利用PEST分析和五力模型分析对纺织服装企业的宏观及微观环境进行了研究。在现状及营销环境分析的基础上，利用SWOT分析法研究了纺织服装企业出口转内销存在的优势、劣势、机会和威胁，并进一步对SWOT问题点归纳总结，包括国内市场尤其是农村市场开发不够、电子商务平台利用不充分、利润逐渐摊薄、消费需求变化加快、企业前期投入增加、货款回收难，沉淀成本增加、难以顺利打入地方市场、产品、价格、渠道、品牌等方面的营销组合不完善、产品附加值不高等；基于以上问题点，制定了纺织服装企业出口转内销的战略选择。
最后，结合纺织服装企业面临的营销环境以及SWOT战略选择，本文运用4Ps理论，分别从产品、价格、渠道、促销等方面对纺织服装企业出口转内销提出对应的营销策略，其中，对于渠道建设，主要基于扁平化思想提出了一系列策略。如搭建网上销售平台、与零售商自有品牌战略相结合、利用专业市场等。在案例分析部分，介绍了A集团内部的经营环境；分析了A集团出口转内销面临的问题；结合第五章提出的营销策略，制定了适合A集团出口转内销营销策略，以期对A集团顺利转向内销有所帮助。
关键词 纺织服装企业；出口转内销；SWOT分析
Abstract
In the second half of 2008, subprime crisis which was derived from the USA swept across the world rapidly, and it has lead to varying degrees influence on each country's economies. Foreign trade enterprise in China is also suffered from it hardly. Because of the special nature, as external demand shrinking and the global economic deteriorating, export of textile and garment enterprises in China especially in urban coastal provinces is blocked. In order to relieve export pressure and accelerate the transformation and upgrading of trade pattern, many enterprises selected to turn export to domestic sale. However, when they faced with the domestic market, they encountered more difficulties which made textile and garment enterprises in dilemma.Thus, it has practical significance to propose strategies and solutions for textile and garment enterprises to domestic sale.
Firstly, related concepts and theories are introduced, for example, evolution of the concept for turning export to domestic sale and basic elements of marketing.Then related concepts and theories of marketing are introduced, for example, STP theory, 4Ps theory, Porter model, SWOT analyse. They have layed the theoretical basis for this paper.
Next, status of turning export to domestic sale about textile and garment enterprises are presented; reasons of turning export to domestic sale about textile and garment enterprises are studied, it has drawn large amounts of data from aspect as import and export trends, industry profit level, the domestic effects; and macro environment and micro environment of textile and garment enterprises is also studied by using PEST and Porter model. Based on the status and environment, strengths, weaknesses, opportunities and threats in textile and garment enterprises of turning export to domestic sale is analyzied.Strategies of textile and garment enterprises turning export to domestic sale are provided.
Finally, integrating environment of textile and garment enterprises and SWOT strategy, 4Ps theory is selected to provide corresponding marketing strategy from product, price, channel and promotion. A Group is seleted as the case.The internal operation environment is introduced firstly; after that, the problems faced by A Group are anlysed; at last, marketing strategies of turning export to domestic sale for A Group are formulated which are based on the peoposed marketing strategies of chapter five, and we hope that they can have some help to A Group.
Keywords textile and garment enterprise; turning export to domestic sale; SWOT analyse
目 录
摘 要 I
Abstract I
第1章 绪论 1
1.1 研究背景、目的和意义 1
1.1.1 研究背景 1
1.1.2 研究目的和意义 1
1.2 国内外研究现状 2
1.2.1 国外研究现状 2
1.2.2 国内研究现状 3
1.3 研究思路、主要内容及创新点 8
1.3.1 论文思路及框架 8
1.3.2 主要研究内容 9
1.3.3 创新点 9
1.4 研究方法 9
第2章 相关理论概述 10
2.1 出口转内销的概念演变及营销基本要素 10
2.1.1 出口转内销的概念演变 10
2.1.2 出口转内销营销的基本要素 10
2.2 市场营销的相关理论及分析方法 11
2.2.1 STP理论 11
2.2.2 4Ps理论 13
2.2.3 市场竞争与演变的五种力量分析 14
2.2.4 SWOT分析法 15
2.3 本章小结 16
第3章 我国纺织服装企业的发展现状及面临的营..
