山东HF纺织公司越南服装面料市场进入策略研究

发布时间：2018-07-03 08:36

本文选题：市场进入战略 + 进入模式　；参考：《广西大学》2017年硕士论文

【摘要】：中国是纺织品生产和出口大国,历经多年的发展,中国纺织业已具备了加工配套的最高水平以及世界上最完整的产业链。中资纺织企业的全球化方兴未艾,在全球经济一体化不断深入的大背景下,我国的“一带一路”战略和中国东盟自由贸易区的推进,加速了纺织企业对外投资的进程,许多企业也在外向国际化的道路上获得了辉煌的成果。但是,伴随着全球一体化的不仅是机遇,还有挑战:纺织行业内的竞争日趋激烈;国内用地、用工、及原料价格居高不下,纺织企业生产成本高企;以欧美为代表的国外市场仍显复苏乏力,市场需求萎靡不振,加之贸易保护主义回头,各国为提振经济保护本国纺织业纷纷设立贸易壁垒,国内纺织企业利润下滑明显。作为东盟重要成员国之一的越南,凭借其区位优势、相对低廉的劳动力价格、丰富的资源和稳定的投资环境,吸引了众多成衣制造和辅料加工企业投资建厂。在我国纺织企业积极实施国际化经营的同时,如何识别和利用好自身优势,把握“走出去”的机遇,实施全球战略布局,应对全球化竞争挑战是摆在中国纺织企业面前的迫切问题。国际市场进入策略是企业为了在全球市场上获得持续的增长,通过对企业内外部环境分析研究基础上提出的一个全面性的计划,它包括了战略和战术目标、企业的资源分配和各项政策建立,它是未来一段时期内指导企业国际业务的操作纲领。本文以HF纺织为例,借助国际市场进入战略的分析方法,结合战略行为理论和竞争战略理论,通过分析投资目的国(越南)的宏观环境和行业现状,并针对企业自身的优势和劣势的基础上,根据企业的综合竞争优势选择越南市场的进入模式,并提出相关的市场进入策略和制定实施措施。希望能帮助企业优化资源配置,有效管控投资风险,实现协同效应。并且建议HF纺织在进行国际化的同时实施技术和产品转型升级,从而提升企业的生产效率和盈利水平,积极推动企业国际竞争力的进一步提升。
[Abstract]:China is a large country in textile production and export. After years of development, China's textile industry has the highest level of supporting processing and the most complete industrial chain in the world. The globalization of Chinese-funded textile enterprises is in the ascendant. Under the background of the deepening of global economic integration, China's "Belt and Road" strategy and the promotion of China-ASEAN Free Trade area have accelerated the process of textile enterprises' outward investment. Many enterprises have also achieved brilliant results on the road of outward internationalization. However, along with the global integration is not only opportunities, but also challenges: the competition in the textile industry is becoming increasingly fierce, domestic land, employment, and raw materials prices remain high, high production costs of textile enterprises; Foreign markets, represented by Europe and America, still show weak recovery, weak market demand, and a return of trade protectionism. In order to boost the economy, countries have set up trade barriers to protect their textile industry, and the profits of domestic textile enterprises have declined obviously. As one of the important member countries of ASEAN, Vietnam, with its location advantage, relatively low labor price, abundant resources and stable investment environment, has attracted many garment manufacturing and accessory processing enterprises to invest in building factories. While China's textile enterprises are actively implementing international operations, how to identify and make good use of their own advantages, seize the opportunity of "going out", and implement the global strategic layout, To deal with the challenge of global competition is an urgent problem in front of Chinese textile enterprises. The international market entry strategy is a comprehensive plan put forward by analyzing the internal and external environment of an enterprise in order to achieve sustained growth in the global market. It includes strategic and tactical objectives. The allocation of resources and the establishment of various policies are the operational guidelines for guiding the international business of enterprises in the future. Taking HF textile as an example, with the help of the analysis method of international market entry strategy, combining the theory of strategic behavior and the theory of competition strategy, this paper analyzes the macro environment and the present situation of the investment destination country (Vietnam). On the basis of the advantages and disadvantages of the enterprises themselves, this paper selects the entry mode of Vietnam market according to the comprehensive competitive advantage of the enterprises, and puts forward the relevant market entry strategies and formulates the implementing measures. It hopes to help enterprises optimize resource allocation, effectively control investment risks and achieve synergy. It is suggested that HF textile should carry out technology and product transformation and upgrade while internationalizing so as to improve the production efficiency and profit level of the enterprise and actively promote the further improvement of the international competitiveness of the enterprise.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.81

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