AD电器公司出口贸易策略研究

发布时间：2019-05-15 12:39

【摘要】：目前,中国已经成为国际上进出口贸易的第一大国,机电类产品也连续近20年成为我国的第一大类出口商品,而机电产品中的小型家用电器的出口量更是一直保持快速增长。但是,自2008年世界金融危机和近年欧债危机相继爆发后,各国的经济发展陷入低迷,全球贸易需求出现了大幅减少,小型家用电器的出口增速也出现了一定程度的下降。因此,研究小家电企业的出口贸易问题,提出有针对性的应对策略,具有重要的借鉴意义。论文以AD电器公司作为研究对象,结合国内家电行业出口现状,剖析家电出口行业所面临的规模大利润低、贸易障碍增多和人民币升值等诸多困难,阐述了AD电器公司出口贸易现状,包括公司的出口经营情况和出口市场分布等。然后,深入分析了AD电器公司出口贸易所存在着的问题,包括产品技术含量低、出口市场过于集中、公司成本压力在加大和资金链紧张等,指出以上问题的主要成因在于缺少企业自主品牌、国际贸易壁垒增多和人民币升值削弱公司竞争力三个主要因素。最后,具体设计了AJ)电器公司出口贸易策略。论文运用国际贸易金融理论和企业战略管理理论,分别从提升技术含量策略、完善贸易管理策略、规避汇率风险策略和调整市场营销策略等几个方面入手,重点建议公司应该进行提高产品附加值,进行多元化市场经营,培育汇率风险管理人才,拓宽融资渠道,有效利用银行金融产品来规避汇率风险等,这将有助于AD电器公司未来的健康发展。
[Abstract]:At present, China has become the largest country in import and export trade in the world, and mechanical and electrical products have become the first category of export commodities in China for nearly 20 years in a row, and the export volume of small household appliances in mechanical and electrical products has been growing rapidly. However, since the world financial crisis in 2008 and the European debt crisis in recent years, the economic development of various countries has fallen into the doldrums, the global trade demand has been greatly reduced, and the export growth rate of small household appliances has also declined to a certain extent. Therefore, it is of great significance to study the export trade of small household appliances enterprises and put forward targeted countermeasures. Taking AD Electric Appliance Company as the research object, combined with the present situation of the export of domestic household appliances industry, this paper analyzes the difficulties faced by the export industry of household electrical appliances, such as large scale and low profit, increased trade obstacles and RMB appreciation, and so on. This paper expounds the present situation of export trade of AD Electric Appliance Company, including the export operation and export market distribution of the company. Then, it deeply analyzes the problems existing in the export trade of AD Electric Appliance Company, including the low technical content of products, the excessive concentration of export market, the increasing cost pressure of the company and the shortage of capital chain, and so on. It is pointed out that the main causes of the above problems lie in the lack of independent brands, the increase of international trade barriers and the weakening of the competitiveness of the company by the appreciation of RMB. Finally, the export trade strategy of AJ) electrical appliance company is designed concretely. Based on the theory of international trade finance and the theory of enterprise strategic management, this paper starts from several aspects, such as improving the strategy of technical content, perfecting the strategy of trade management, avoiding the strategy of exchange rate risk and adjusting the marketing strategy. It is suggested that the company should improve the added value of the products, diversify the market management, cultivate the exchange rate risk management talents, broaden the financing channels, and effectively use the bank financial products to avoid the exchange rate risk, and so on. This will contribute to the healthy development of AD Electric Appliance Company in the future.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F752.62

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