中小企業(yè)開拓國(guó)際市場(chǎng)策略分析

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[摘 要] 在全球經(jīng)濟(jì)日益一體化的背景下，國(guó)際貿(mào)易的開展如火如荼，全球性競(jìng)爭(zhēng)空前激烈。中小企業(yè)是我國(guó)企業(yè)的主體，在國(guó)民經(jīng)濟(jì)和產(chǎn)業(yè)鏈中發(fā)揮重要的作用，隨著經(jīng)濟(jì)全球化趨勢(shì)的加強(qiáng)和中國(guó)市場(chǎng)化進(jìn)程的加快，國(guó)內(nèi)中小企業(yè)也不可避免地面臨“走出去”的問題。我國(guó)的中小企業(yè)尚處于國(guó)際化的初步階段，如何加快我國(guó)中小企業(yè)開拓國(guó)際市場(chǎng)的步伐是個(gè)值得關(guān)注和認(rèn)真研究的問題。隨著經(jīng)濟(jì)全球化程度的不斷加深，國(guó)內(nèi)市場(chǎng)逐漸國(guó)際化，中國(guó)中小企業(yè)面臨著前所未有的國(guó)際競(jìng)爭(zhēng)壓力。本文設(shè)想從理論聯(lián)系實(shí)際，綜合考量國(guó)內(nèi)外各學(xué)者對(duì)于中小企業(yè)開拓國(guó)際市場(chǎng)的研究現(xiàn)狀。首先對(duì)基本概念以及相關(guān)理論進(jìn)行簡(jiǎn)單描述，隨后對(duì)中小企業(yè)開拓國(guó)際市場(chǎng)的現(xiàn)狀進(jìn)行研究分析，并運(yùn)用SWOT分析法以及因地制宜選取具有代表性的兩家中小企業(yè)作為案例分析。從而歸納總結(jié)中小企業(yè)開拓國(guó)際市場(chǎng)所面臨的困境并且提出應(yīng)對(duì)策略分析。在開拓國(guó)際市場(chǎng)時(shí)，我們需要周密思考、詳細(xì)布局、謹(jǐn)慎態(tài)度，因?yàn)橹袊?guó)經(jīng)濟(jì)發(fā)展現(xiàn)實(shí)中有很多瓶頸性、結(jié)構(gòu)性的障礙阻礙我們中小企業(yè)的經(jīng)濟(jì)發(fā)展，因此在現(xiàn)階段我們只能循序漸進(jìn)，需求創(chuàng)新突破口。在此過程中可能遭遇的各種困難，我們應(yīng)該結(jié)合我國(guó)中小企業(yè)的國(guó)際環(huán)境、國(guó)內(nèi)環(huán)境、以及自身存在的問題采取慎重的措施，以尋求更好的發(fā)展。

[關(guān)鍵詞] 中小企業(yè) 國(guó)際市場(chǎng) 困境 策略

Analysis on difficulties and strategies of Exploring International Market for Small and Medium-sized Enterprises
[ABSTRACT] In the background of the economic globalization, the international trade is developing rapidly and the global competition is fierce. Small and medium enterprises(SMES) which are the main body of enterprises in our country, plays an important role in the national economy and industry, as the trend of economic globalization is strengthening and acceleration of the process of China's marketization, domestic SMEs also inevitably faces "going out" issues. Internationalization of SMEs in China are still in a preliminary stage, how to accelerate the pace of the transnational operation of Chinese SMES is a problem worth of attention and careful study. With the deepening of economic globalization, gradual internationalization of the domestic market, Chinese SMEs are facing unprecedented pressure from international competition. This article analyzes the conception, current situation and difficulties of Chinese SMEs' exploring the international market and apply SWOT analysis, then suit one's measures to local conditions to select two representative SMEs as a case study. Finally comes up with several suggestions on how shall Chinese SMEs explore the international market. In the process of developing international market, we need to think carefully, layout with caution, because Chinese economic development in reality there are many bottlenecks, structural obstacles to our economic development of SMEs, so at this stage we can only step by step and search the breakthrough of innovation. Difficulties may be encountered in the process, we should combine our country SMEs with international environment, the domestic environment, and their own problems to take prudent measures for better development.

[Key words] Small and medium-sized enterprises International market Difficulties Development strategy


目 錄
一、緒論………………………………………………………………………………1
（一）研究的背景……………………………………………………………………1
（二）研究的意義……………………………………………………………………1
（三）國(guó)內(nèi)外研究現(xiàn)狀………………………………………………………………1
二、基本概念界定與相關(guān)理論綜述…………………………………………………2
（一）中小企業(yè)的概念………………………………………………………………2
（二）國(guó)際市場(chǎng)的概念……………………………………………………………4
（三）中小企業(yè)開拓國(guó)際市場(chǎng)理論綜述……………………………………………4
三、中小企業(yè)開拓國(guó)際市場(chǎng)的現(xiàn)狀分析………………………………………5
（一）我國(guó)中小企業(yè)開拓國(guó)際市場(chǎng)現(xiàn)狀……………………………………………5
（二）我國(guó)中小企業(yè)開拓國(guó)際市場(chǎng)的發(fā)展特點(diǎn)……………………………………7
（三）中小企業(yè)開拓國(guó)際市場(chǎng)的SWOT分析…………………………………………9
四、中小企業(yè)開拓國(guó)際市場(chǎng)面臨的困境分析………………………………………10
（一）制約中小企業(yè)開拓國(guó)際市場(chǎng)的成本分析……………………………………10
（二）中小企業(yè)開拓國(guó)際市場(chǎng)的案例分析…………………………………………11
（三）中小企業(yè)開拓國(guó)際市場(chǎng)面臨的困境…………………………………………14
五、促進(jìn)中小企業(yè)開拓國(guó)際市場(chǎng)的對(duì)策……………………………………………18
（一）宏觀政策支持體系……………………………………………………………18
（二）中層層面措施…………………………………………………………………19
（三）企業(yè)自身素質(zhì)提升……………………………………………………………20
六、結(jié)論………………………………………………………………………………21
參考文獻(xiàn)………………………………………………………………………………22
致謝……………………………………………………………………………………24