纺织品出口发展策略研究.docxVIP

沈阳城市学院毕业设计（论文） PAGE 1 - 摘 要 纺织服装业是我国重要的民族产业。这个行业具有明显国际竞争优势。2005年1月1日，全球纺织品贸易额被取消，中国的纺织品和服装出口量大幅增加。国内纺织服装业依靠现有市场和相对较低的成本来迅速扩大其在国际市场上的市场份额。2008年，美国次贷危机引发的全球金融危机让很多发达国家经济陷入衰退，发达国家产品的消费能力也迅速下降。这些在当时都对中国纺织品出口公司产生了重要影响。2014年之后我国纺织品出口量有了小幅回升。但是，中国纺织品出口行业仍使用着落后的营销方式，依然具有产品附加值低，品牌缺失等这些问题，让中国的纺织品服装出口贸易面临着巨大挑战。我国在出口营销策略的制定上落后于其它发达国家，为了让我国的纺织品出口行业重回世界巨头，制定合理的出口营销策略尤为重要。因此，在这种背景下，我们应致力于加快纺织品的出口策略研究，根据国际形势和纺织品发展现状制定合理，新颖的出口营销政策，这是当前形势下迫切需要解决的问题。 本文以L公司为研究对象，面对上述问题，本文根据L公司当前的营销状况，结合实际的营销环境，运用营销理论知识和工具，对L公司的营销策略进行研究和分析，找出其存在的问题，并提出改进和调整计划。本文的研究结果不仅能为L公司的营销策略提供帮助，而且对同行业的其他公司有一定的参考价值和实践指导意义。 关键词：出口贸易；出口策略；纺织品；品牌战略 Abstract The textile and apparel industry is Chinas traditional pillar industry and an important national industry. It is also an industry with obvious international competitive advantages. On January 1, 2005, the global textile trade quota was cancelled, and Chinas textile and apparel exports ushered in a rapid growth, and the export volume increased significantly. Relying on the existing market and the comparative advantage of low volume increase and low price, the domestic textile and apparel industry quickly expanded to occupy a larger international market share. In 2008, a global financial crisis caused by the subprime mortgage crisis in the United States plunged major developed countries into recession, and the textile consumption capacity also declined significantly, which directly affected Chinas textile export enterprises. In addition, due to some problems in Chinas textile export industry, such as backward marketing methods, low value-added products, and lack of brands, Chinas textile and apparel export trade is facing huge challenges. In order to bring Chinas entire textile export industry back to the worlds leading position, formulating a reasonable export marketing strategy has become a key step. Chinas export marketing strategy is slightly behind other developed countries. Therefore, in this context, we should devote ourselves to speeding up the study