【摘要】：目前,中國(guó)已經(jīng)成為國(guó)際上進(jìn)出口貿(mào)易的第一大國(guó),機(jī)電類產(chǎn)品也連續(xù)近20年成為我國(guó)的第一大類出口商品,而機(jī)電產(chǎn)品中的小型家用電器的出口量更是一直保持快速增長(zhǎng)。但是,自2008年世界金融危機(jī)和近年歐債危機(jī)相繼爆發(fā)后,各國(guó)的經(jīng)濟(jì)發(fā)展陷入低迷,全球貿(mào)易需求出現(xiàn)了大幅減少,小型家用電器的出口增速也出現(xiàn)了一定程度的下降。因此,研究小家電企業(yè)的出口貿(mào)易問題,提出有針對(duì)性的應(yīng)對(duì)策略,具有重要的借鑒意義。 論文以AD電器公司作為研究對(duì)象,結(jié)合國(guó)內(nèi)家電行業(yè)出口現(xiàn)狀,剖析家電出口行業(yè)所面臨的規(guī)模大利潤(rùn)低、貿(mào)易障礙增多和人民幣升值等諸多困難,闡述了AD電器公司出口貿(mào)易現(xiàn)狀,包括公司的出口經(jīng)營(yíng)情況和出口市場(chǎng)分布等。然后,深入分析了AD電器公司出口貿(mào)易所存在著的問題,包括產(chǎn)品技術(shù)含量低、出口市場(chǎng)過于集中、公司成本壓力在加大和資金鏈緊張等,指出以上問題的主要成因在于缺少企業(yè)自主品牌、國(guó)際貿(mào)易壁壘增多和人民幣升值削弱公司競(jìng)爭(zhēng)力三個(gè)主要因素。最后,具體設(shè)計(jì)了AJ)電器公司出口貿(mào)易策略。論文運(yùn)用國(guó)際貿(mào)易金融理論和企業(yè)戰(zhàn)略管理理論,分別從提升技術(shù)含量策略、完善貿(mào)易管理策略、規(guī)避匯率風(fēng)險(xiǎn)策略和調(diào)整市場(chǎng)營(yíng)銷策略等幾個(gè)方面入手,重點(diǎn)建議公司應(yīng)該進(jìn)行提高產(chǎn)品附加值,進(jìn)行多元化市場(chǎng)經(jīng)營(yíng),培育匯率風(fēng)險(xiǎn)管理人才,拓寬融資渠道,有效利用銀行金融產(chǎn)品來規(guī)避匯率風(fēng)險(xiǎn)等,這將有助于AD電器公司未來的健康發(fā)展。
[Abstract]:At present, China has become the largest country in import and export trade in the world, and mechanical and electrical products have become the first category of export commodities in China for nearly 20 years in a row, and the export volume of small household appliances in mechanical and electrical products has been growing rapidly. However, since the world financial crisis in 2008 and the European debt crisis in recent years, the economic development of various countries has fallen into the doldrums, the global trade demand has been greatly reduced, and the export growth rate of small household appliances has also declined to a certain extent. Therefore, it is of great significance to study the export trade of small household appliances enterprises and put forward targeted countermeasures. Taking AD Electric Appliance Company as the research object, combined with the present situation of the export of domestic household appliances industry, this paper analyzes the difficulties faced by the export industry of household electrical appliances, such as large scale and low profit, increased trade obstacles and RMB appreciation, and so on. This paper expounds the present situation of export trade of AD Electric Appliance Company, including the export operation and export market distribution of the company. Then, it deeply analyzes the problems existing in the export trade of AD Electric Appliance Company, including the low technical content of products, the excessive concentration of export market, the increasing cost pressure of the company and the shortage of capital chain, and so on. It is pointed out that the main causes of the above problems lie in the lack of independent brands, the increase of international trade barriers and the weakening of the competitiveness of the company by the appreciation of RMB. Finally, the export trade strategy of AJ) electrical appliance company is designed concretely. Based on the theory of international trade finance and the theory of enterprise strategic management, this paper starts from several aspects, such as improving the strategy of technical content, perfecting the strategy of trade management, avoiding the strategy of exchange rate risk and adjusting the marketing strategy. It is suggested that the company should improve the added value of the products, diversify the market management, cultivate the exchange rate risk management talents, broaden the financing channels, and effectively use the bank financial products to avoid the exchange rate risk, and so on. This will contribute to the healthy development of AD Electric Appliance Company in the future.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F752.62

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