揭阳市塑料鞋企业出口贸易对策研究

发布时间：2018-07-08 21:31

本文选题：揭阳市塑料鞋企业 + 出口贸易　；参考：《华南理工大学》2015年硕士论文

【摘要】：中国是全球最大的鞋类纺织品生产国的出口国,其年出口份额占到全球鞋类出口份额的三分之二。揭阳市是国内塑料制品的生产基地和销售基地,揭阳塑料鞋产业以生产工艺鞋与中低档凉鞋而闻名于世,产品主要出口至东南亚、中东等地区,是我国鞋类生产的重要基地之一。本文针对揭阳市塑料鞋企业出口贸易经营中所遇到的问题开展研究,提出揭阳市塑料鞋企业发展和出口贸易问题的对策。首先,通过揭阳市塑料鞋出口贸易的现状和发展环境分析,发现揭阳市塑料鞋产业受到了来自国内外的挑战,塑料鞋业竞争环境恶劣,贸易摩擦多维权意识差,出口订单日趋减少,产品创新意识薄弱,劳力成本和融资成本居高不下等主要问题。主要原因有:鞋类产业特点与法律保护不健全为鞋类行业恶性竞争的滋生造就了条件;成本压力导致订单的转移;国家扶持政策优势渐失中心企业信用额度不高导致借贷资金压力大,融资成本高;企业不关注产品研发与创新;缺乏自有品牌;营销手段单一;不良竞争缺乏法律维权意识与自我保护等。其次,运用SWOT分析法,从企业所处的宏观环境和自身状况出发,探讨了揭阳市塑料鞋企业出口外贸业务在全球仿制鞋产业大环境中的定位和发展,综合制鞋有关的各类数据,分析内外部环境因素对企业造成的影响,通过对比得出企业内外部优势和劣势,深入分析了企业面临的机遇与挑战及如何继续保持企业的优势项和如何利用外部优势资源和经验促进企业改革克服企业的短板。最后,根据企业实际情况,提出了改善产业结构、开拓多元化市场等举措,建设塑料鞋企业将发展的核心从劳动力密集型、低成本传统理念转换到建立企业品牌号召力、树立自身技术创新优势等方面,并建议企业不断学习新兴销售理念,结合自身的实际情况建立适合企业发展的营销模式。具体对策包括:成立专业组织,组建专业鞋类活动和市场;保持揭阳塑料鞋的出口比较优势,增强企业综合竞争力;主动触及扩大市场份额,寻找企业最佳定位;以打造自己品牌为核心组建团结的营销团队;平衡外贸环境优劣势之间的关系,促进鞋类产业销量的增长;互联网时代的市场效应与建立多元体系;健全出口质量安全标准化体系;建全塑料鞋原材料供给体系;争取发展质量保障可追溯体系;建立企业质量安全诚信体系等。
[Abstract]:China is an exporter of the world's largest producer of footwear textiles, accounting for 2/3 of the world's footwear exports annually. Jieyang City is the production base and sales base of domestic plastic products. Jieyang plastic shoes industry is famous for producing craft shoes and middle and low grade sandals. The products are mainly exported to Southeast Asia, the Middle East and other regions. It is one of the important bases of footwear production in China. In this paper, the problems encountered in the export trade of Jieyang plastic shoes enterprises are studied, and the countermeasures for the development and export trade of the plastic shoes enterprises in Jieyang City are put forward. First of all, through the analysis of the current situation and development environment of the plastic shoes export trade in Jieyang City, it is found that the plastic shoes industry in Jieyang City has been challenged from home and abroad, the competitive environment of the plastic shoes industry is bad, and the awareness of multiple rights protection of trade friction is poor. Export orders are decreasing, product innovation consciousness is weak, labor cost and financing cost remain high. The main reasons are as follows: the imperfect characteristics and legal protection of the footwear industry bring up the conditions for the breeding of vicious competition in the footwear industry, the cost pressure leads to the transfer of orders; The lack of credit line of national support policy leads to the heavy pressure of borrowing capital and high financing cost; the lack of self-brand; the lack of marketing means; the lack of product development and innovation; Poor competition lacks awareness of legal rights and self-protection. Secondly, using SWOT analysis method, starting from the macro environment and the situation of the enterprises, this paper discusses the positioning and development of the export foreign trade business of the plastic shoe enterprises in Jieyang City in the global environment of the imitation shoe industry, and synthesizes all kinds of data related to shoe making. This paper analyzes the influence of internal and external environmental factors on enterprises, and obtains the internal and external advantages and disadvantages of enterprises by comparison. This paper deeply analyzes the opportunities and challenges faced by enterprises and how to continue to maintain the advantages of enterprises and how to make use of external advantage resources and experiences to promote the reform of enterprises to overcome the shortcomings of enterprises. Finally, according to the actual situation of the enterprise, the paper puts forward some measures such as improving the industrial structure, opening up the diversified market, and building the plastic shoe enterprise to change the core of development from the labor-intensive, low-cost traditional concept to the establishment of enterprise brand appeal. It is suggested that the enterprise should learn the new sales concept and establish a marketing model suitable for the development of the enterprise according to its own actual situation. The specific countermeasures include: establishing professional organizations, establishing professional footwear activities and markets; maintaining the comparative advantage of the export of Jieyang plastic shoes to enhance the comprehensive competitiveness of enterprises; actively touching on expanding market share, looking for the best positioning of enterprises; To build their own brand as the core of the formation of a United marketing team; balance the relationship between the advantages and disadvantages of the foreign trade environment to promote the growth of footwear sales volume; the Internet era of market effects and the establishment of a pluralistic system; Perfect the standardization system of export quality and safety; establish the supply system of plastic shoes raw materials; strive to develop the traceability system of quality assurance; establish enterprise quality safety credit system and so on.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F752.62

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