毕业论文：金融危机背景下我国纺织品企业国际市场营销策略探析（终稿）.docVIP

安徽大学江淮学院 本科毕业论文（设计） 题　　目: 金融危机背景下我国纺织品企业国际市场 营销策略探析 学生姓名：　 学号： 系 别： 经济系　　　专业： 国际经济与贸易 入学时间： 2008　 年 　 9 月 导师姓名：　 职称/学位：　 金融危机背景下我国纺织品企业国际市场营销探析 摘 要 纺织业是中国重要的传统支柱产业，在我国国民经济中占据着十分重要的地位。经过多年的市场竞争和全球产业结构调整，中国纺织业凭借丰富的资源与劳动力形成了明显的竞争优势。然而，受金融危机影响，纺织品出口显著下降，人民币升值，供应链出现问题，导致我国纺织业利润出现了负增长。当然，我国政府政策的支持使得纺织业的发展也存在良好的机遇。因此，纺织业应该紧抓发展机遇，加强国际竞争力。本文对我国纺织业在金融危机背景下的进行了多方面分析和评价，并进一步分析影响我国纺织业国际竞争力发展的因素，最后提出提升纺织业国际竞争力的对策建议，对我国纺织业的发展和国际营销策略等问题有一定的借鉴意义。 关键词：金融危机；我国纺织品企业；国际市场营销策略探析 Market strategy analysis of Chinese textile companies under financial crisis Abstract The traditional textile industry is a pillar industry in China’s national economy, which occupies a very significant position. After years of market competition and global industrial restructuring, China’s textile industry has formed absolute advantage with its plenty of resources and cheap labor supply. However, due the financial crisis, RMB appreciation and supply chain problems, textile industry experienced negative growth since last several years. Of course, governors’ supportive policies also make it a good opportunity for textile industry to rebound. Therefore, the textile industry should seize the opportunities and enhancing its international competitiveness. This paper fairly provides market strategy analysis and evaluation of Chinese textile companies under financial crisis from various perspectives. Furthermore, it includes some key factors regarding textile industry future development and eventually gives suggestions on Chinas textile industry development and international marketing strategies and reference on other issues. Keywords: financial crisis; Chinese textile companies;international market trategy analysis 目 录 引言…………………………………………………………………………………1 一、国际市场营销策略的概述……………………………………………………1 （一）国际市场营销策略的定义……………………………………………1 （二）国际市场营销策略的类型……………………………………………1 二、我国纺织业的国际市场营销现状……………………………………………3 （一）纺织业发展的现状………………………………………………3 （二）纺织业国际市场