加入WTO与我国纺织服装业出口营销策略研究-工商管理专业论文.docxVIP

中 中 文摘要 ～{由于丰富的资源，廉价的劳动力，日益先进的设备和技术，纺织服 装；芤一直是我国的支柱产业之一，出口比重略逊于机电行业，所占出 口比重为l／5--i／4 a Y 中国加入WTO后／，由于游戏规则的变化，国际上政治、经济、技术 环境都发生了很大变化。这其中，由于经济全球化与自由化深入发展， 配额设限的逐步解禁及进口关税的降低及我国稳定的政治、经济环境， 为我国纺织服装行业出口创造了良好的条件；但同时，其他纺织服装出 口大国也加快了产业调整的步伐：面对中国这一纺织“巨人”加入WTO， 许多发达国家，尤其是欧美，对中国也采取了名目繁多的非关税壁垒， 这些也制约与限制了中国纺织服装的出口。 面对这一深刻变化，我国纺织服装行业要正视存在的问题，加快内 部组织结构及产业调整，加快产品的创新步伐，加快人才培训及机制转 换，积极组建“纺织服装同业公会”，进行新营销整合，品牌营销与网络 营销，趋利避弊，为扩大中国产品在国际市场上的份额及影响力，为圆 中国纺织服装强国梦，莫定良好基础。 、例盟 关键词：纺织服装、流争力 、弋销观念、≮销整厶、品牌营销 2 ABSTRACTBecause ABSTRACT Because of rich resources，cheap labor，gradually advanced equipment and technology，the Industry of Textiie＆Apparel has been continuously to be one of the backbones of our country．Export ratio(which occupys 1／5—1／4 of total export volume)of Textile ＆Apparel is just fewer than that of Machinery＆Electronics． After the entry of WTO，because of rules’ changing， international environment of politics．economy and technology is changing dramatically．That the cancellation of quota and reduction of import tariff and our country’s stable politics and economy lays a good foundation for the export of textile and apparel．At the same time，other competitors from other countries are speeding the reconstruction of Textile＆Apparel Industry． Simultaneously，other developed countries，especially EC and U．S．A．，have been taking diversified measures，such as non—tariff barriers，to restrain our textile and apparel industries from exporting sharply． Facing the significant changes，for more market share and stronger competitiveness and the realization of our dream from biggest textile country to strongest textile country，our country’S textile and apparel industries should pay seriouslY attention to the above—mentioned problems， quicken the reorganization of internal structure and industries， quicken the 3 innovation innovation of new products，quicken the talent training and the transforming of mechanism，actively set up Association Of Textile ＆Apparel Industries，carry out new Marketing Integr