我国服装产品在国际贸易中的营销策略—毕业论文

论文题目：我国服装产品在国际贸易中的营销策略

学士学位论文

培养院系：

专业：国际经济与贸易

论文作者：

学号：

指导教师：

2013年6月

摘要

经济全球化带来了经济的发展和资源的最优配置，为我国服装产品在国际贸易中的发展提供了机遇。然而，它在给经济带来巨大能量和利益的同时，也给经济带来了不平衡、不平等和不稳定，对我国服装产品的出口提出了新的挑战。我国服装出口企业是在复杂的国际环境下运行的。自加入世贸组织以来，我国服装出口规模迅速扩大，服装出口遇到的摩擦越来越多，市场竞争规则和竞争对手也发生了很大变化。面对服装出口环境的新形势和新变化，我国服装出口企业必须要认真分析当前我国服装产品的发展现状及营销环境，制定切实可行的国际贸易营销策略。本文首先对我国服装产品在国际贸易中的发展现状进行了阐述，然后针对现状运用SWOT因素分析法系统评估了影响我国服装产品在国际贸易发展中的优势与劣势。最后得出我国服装出口企业制定对外贸易发展策略的各种措施与建议，从宏观与微观上共同规划，制定合理、有效的国际贸易营销策略，以期在激烈的国际贸易竞争中立于不败之地。

关键词：机遇，挑战，贸易现状，SWOT分析，营销策略

ABSTRACT

Economic globalization has brought economic development and the optimal allocation of resources, for our country clothing products in the international trade development opportunities. However, it is in the enormous energy and bring economic benefits at the same time, also has brought the economic imbalance, inequality and unstable, puts forward a new challenge for the export of China's clothing products. China's clothing export enterprises are operating under the complex international environment. Since its accession to the wto, China's clothing export has expanded rapidly, the clothing export encounters more friction, competition in the market rules and competition has changed a lot. Facing the clothing export under the new situation and new environment changes, China's clothing export enterprises must carefully analyze the current development situation of China's clothing products and the marketing environment, formulate feasible marketing strategy of international trade. In this paper, first of all, current situation of the development of clothing products in the international trade of our country are expounded, and then in view of the current situation of SWOT factors analysis system assessed the influence in the development of China's clothing products in the international trade advantage and disadvantage. Finally concluded that China's clothing export enterprises to develop foreign trade development strategy of the various measures and Suggestions, from the macro and micro planning together, formulate rational and effective marketing strategy of international trade, in order to in the fierce competition of international trade.

KEY WORDS：opportunities，challenges，current stuation of tade，swot analyse，

marketing strategy

目录

1 绪论 (1)

1.1研究背景与意义 (1)

1.2研究思路 (1)

2 我国服装产品在国际贸易中的发展现状及存在问题 (2)

2.1我国服装出口发展现状 (2)

2.1.1我国服装出口态势 (2)

2.1.2我国服装出口特点 (2)

2.1.3我国服装主要出口市场 (2)

2.2 我国服装出口存在的问题 (3)

2.2.1出口产品结构不合理，服装品牌开发意识不强 (3)

2.2.2棉花消费情况正在恶化 (3)

2.2.3 出口企业的国际营销水平普遍较低 (3)

3 我国服装产品在国际贸易中的影响因素分析 (4)

3.1优势因素 (4)

3.1.1成本构成优势 (4)

3.1.2产品配套优势 (4)

3.1.3政策环境与内外需求优势 (4)

3.1.4人力资源丰富 (4)

3.2 劣势因素 (4)

3.2.1产品结构和创新能力问题 (4)

3.2.2专业人力资源问题 (5)

3.2.3技术问题 (5)

3.2.4市场竞争问题 (5)

3.3 机会因素 (5)

3.3.1入世和贸易配额取消给贸易自由化带来的机遇 (5)

3.3.2国际间合作促进服装应用领域的科技创新交流 (6)

3.4 挑战因素 (6)

3.4.1绿色贸易壁垒和“反倾销”措施 (6)

3.4.2金融危机的影响 (6)

4 我国服装产品在国际贸易中的营销策略 (8)

4.1产品策略 (8)

4.1.1 优化产品结构 (8)

4.1.2 走自主创新之路 (8)

4.1.3 注重专业人才的培养 (8)

4.1.4 增强技术水平，提高产品质量，维护品牌形象 (9)