xx絲綢有限公司國(guó)際化經(jīng)營(yíng)策略分析



摘  要

絲綢是我國(guó)悠久歷史、燦爛文化和精湛藝術(shù)的象征。目前，我國(guó)生產(chǎn)的蠶繭和生絲產(chǎn)量約占世界總產(chǎn)量的70％，生絲和綢緞出口量分別占國(guó)際市場(chǎng)貿(mào)易量的80％和60％左右，我國(guó)是絲綢生產(chǎn)和出口大國(guó)，絲綢產(chǎn)品一直是我國(guó)重要的出口商品。

加入WTO后，隨著經(jīng)濟(jì)全球化，絲綢企業(yè)面臨著更加開放的國(guó)內(nèi)市場(chǎng)和日益激烈的國(guó)際競(jìng)爭(zhēng)。面對(duì)激烈變化、嚴(yán)峻挑戰(zhàn)的環(huán)境，絲綢企業(yè)要得到長(zhǎng)期生存和不斷發(fā)展，就需要企業(yè)從自身因素出發(fā)，不斷提高企業(yè)的技術(shù)創(chuàng)新能力，發(fā)揮其企業(yè)的品牌優(yōu)勢(shì)，從而增強(qiáng)企業(yè)參與國(guó)際競(jìng)爭(zhēng)的能力，提高經(jīng)濟(jì)效益和競(jìng)爭(zhēng)力。

本文以蘇州英寶絲綢有限公司的國(guó)際化經(jīng)營(yíng)為出發(fā)點(diǎn)，對(duì)蘇州英寶絲綢有限公司的國(guó)際化經(jīng)營(yíng)進(jìn)行了分析。論文分析了我國(guó)蠶絲被企業(yè)的經(jīng)營(yíng)現(xiàn)狀以及蘇州英寶絲綢有限公司的行業(yè)現(xiàn)狀，并采用SWOT分析法對(duì)蘇州英寶絲綢有限公司進(jìn)行了國(guó)際化經(jīng)營(yíng)分析。在此基礎(chǔ)上，論文通過理論聯(lián)系實(shí)際的方式，分析、提煉出蘇州英寶絲綢有限公司國(guó)際化經(jīng)營(yíng)的措施。

關(guān)鍵詞：蠶絲被，國(guó)際化，營(yíng)銷策略

Abstract

The Silk is a symbol of China's long history, splendid culture and art. At present, China's production of cocoon and raw silk production accounted for about 70% of the world's total output, exports of raw silk and satin are accounted for the international market trading volume of 80% and 60%, China's silk production and export country, the silk products has become China's important export commodities.

     After joining the WTO, along with the economic globalization, silk enterprises are facing more open the domestic market and the increasingly fierce international competition. Facing the intense changes, challenges, silk enterprises to obtain long-term survival and continued development, requires enterprises from their own factors, constantly improve the technological innovation ability of enterprises, the enterprise brand, so as to enhance the ability of enterprises to participate in international competition, improving economic efficiency and competitiveness.

     In this paper, the internationalization of Suzhou Bao silk Co. Ltd as a starting point, to the internationalization of Suzhou springbus silk Co. Ltd are analyzed. This paper analyzes the silk business management as well as the Suzhou British Bao silk Co., industry status, and the use of SWOT analysis of Suzhou British Bao silk Co. Ltd are international business analysis. On this basis, the paper by the method of integrating theory with practice, analysis, extracted from the Suzhou British Bao silk Co. company internationalization management measures

Keywords: silk quilt; internationalization ;marketing strategy  

目    錄

摘  要 II

Abstract IV

目    錄 VI

第一章 緒論 VIII

1.1選題的背景及意義 VIII

1.2論文的結(jié)構(gòu) VIII

第二章 蠶絲被行業(yè)現(xiàn)狀 X

2.1蠶絲被產(chǎn)業(yè)發(fā)展現(xiàn)狀 X

2.1.1江蘇省蠶絲被生產(chǎn)企業(yè)數(shù)量 X

2.1.2江蘇省蠶絲被生產(chǎn)企業(yè)銷售規(guī)模 X

2.2蠶絲被企業(yè)加工工藝現(xiàn)狀 XI

第三章 蘇州英寶絲綢有限公司在市場(chǎng)中的發(fā)展 XII

3.1企業(yè)簡(jiǎn)介 XII

3.2企業(yè)的行業(yè)發(fā)展與現(xiàn)狀 XII

第四章 蘇州英寶絲綢有限公司國(guó)際化經(jīng)營(yíng)的SWOT分析 XIV

4.1 優(yōu)勢(shì)分析（S） XIV

4.1.1專業(yè)化生產(chǎn)優(yōu)勢(shì) XIV

4.1.2勞動(dòng)力資源優(yōu)勢(shì) XIV

4.1.3技術(shù)創(chuàng)新的優(yōu)勢(shì) XIV

4.1.4出口產(chǎn)品特色鮮明 XV

4.2 劣勢(shì)分析（W） XV

4.2.1國(guó)際經(jīng)驗(yàn)和科學(xué)營(yíng)銷理念欠缺 XV

4.2.2國(guó)際化經(jīng)營(yíng)復(fù)合型人才的缺乏 XV

4.2.3創(chuàng)新能力不強(qiáng)、產(chǎn)品質(zhì)量檔次不高 XVI

4.2.4現(xiàn)行蠶絲被生產(chǎn)的弊端 XVI

4.3 機(jī)遇分析（O） XVI

4.3.1良好的政策支持 XVI

4.3.2經(jīng)濟(jì)全球一體化的推動(dòng) XVI

4.3.3互聯(lián)網(wǎng)信息，科技發(fā)展的推動(dòng) XVII

4.3.4綠色消費(fèi) XVII

4.4 挑戰(zhàn)分析（T） XVII

4.4.1資金短缺、融資困難 XVII

4.4.2對(duì)外投資審批繁瑣、配套服務(wù)體系不健全 XVII

4.4.3成本大幅上漲 XVIII

4.4.4 與其他纖維制品的激烈競(jìng)爭(zhēng) XVIII

第五章 蘇州英寶絲綢有限公司開展國(guó)際化經(jīng)營(yíng)的措施 XX

5.1培養(yǎng)國(guó)際化經(jīng)營(yíng)管理特長(zhǎng)的人才 XX

5.2建設(shè)電子商務(wù)和新媒體平臺(tái)下的銷售終端 XX

5.3提高技術(shù)創(chuàng)新能力，加強(qiáng)與高校合作 XX

5.4企業(yè)努力拓展國(guó)際市場(chǎng) XXI

5.5結(jié)合企業(yè)文化，提升品牌價(jià)值 XXI

第六章  總結(jié)與展望 XXII

致謝 XXIII

參考文獻(xiàn) XXIV