中小出口型企业转型分析

【作者】 吴芬；

【导师】 孔爱国；

【作者基本信息】 复旦大学 ， 高级管理人员工商管理（专业学位）， 2011， 硕士

【摘要】 由于欧美经济不确定性加大,进出口市场发生现阶段出口市场面临困境,企业经营难度加大,而出口型企业原先倚重的成本比较优势,如劳动力、汇率、资源价格等,日益降低和淡化。虽然2010-2011年相比2008年经济恢复增长,但原材料价格高企、劳动力成本上升、汇率波动等出口不利因素仍然未见缓解迹象,“内挤外压”的环境更加剧了出口企业转型的“阵痛”。事实上,对于外贸企业而言,出口转型已进入“攻坚期”,转型成功与否已关乎企业生死存亡。在此背景下,笔者所经营的进出口企业也正经历着十年来的巨大转变---从以海外市场为主逐渐向国内市场转型。2000年初,笔者从事金属五金件的进出口业务,随着国内外贸形势的发展,2005年起开始经营鞋子的出口业务,但鞋子的利润随着成本上涨因素逐渐缩减,自2009年底,公司开始将出口业务往进口业务转变,由出口五金件和鞋类产品为主向国内销售采暖设备为主,截止到2010年末,在国内已成立30多家经销网点,收入和盈利增长迅速。在过去十年发展中,由于企业规模处于中小规模,在转变中比较快速适应了发展,相对来说都是较为成功的。目前,更多的出口型企业正将主力由海外市场转向国内市场,着力布局庞大的内销市场。笔者以A公司为例分析了中小型外贸企业由出口为主转向内销为主的转变背景,论证了A公司进行业务转型的必要性和紧迫性。对于A公司来说,出口主导产品五金件和鞋类产品市场竞争十分充分,如果将这些产品专为内销,无疑是将自身置入激烈竞争中。而在人民币购买力增强的背景下,借助于出口产品质量上乘、做工优良和款式新颖等特征,A公司将定位于兼顾进出口业务的民营外贸型企业,未来--段时间内,将仍以出口为支撑,大力拓展内销业务和产品类型,最终建设成进口和出口并重、产品类型多元化的外贸企业。更多还原

【Abstract】 As European and American economic uncertainty increased, import and export markets at this stage is facing difficulties and enterprises is confronted with the more difficultie. The original cost of comparative advantage, such as labor, exchange rates, resource prices, etc.which the export-oriented enterprises rely heavily on are becoming less and desalination.Though the economy in2010and2011recovered to grow compared to2008, high raw material prices, labor costs, adverse exchange rate fluctuations and other export factors still show no signs of decreasing. In the context of external pressure and internal squeeze, import and export enterprises are experiencing business transformation pains. In fact, export enterprises has entered a "crucial period", and the transition is successful or not is related to corporate survival.In this context, the author’s business which is an export-oriented company is also experiencing tremendous changes in the last decade.In early2000, the company started the export business of metal hardware,. With the development of the domestic foreign trade situation in china, the company expanded the export business to shoes since2005, but shoes profits gradually reduced as the cost rises. Since the end of2009, the company began to shift export business into domestic market set up Yake Fei Shanghai company, which gradually grow into the main business of the author’s company. Due to the company’s size is small, the company is more quickly adapted to the development and the transition is relatively successful.More export-oriented enterprises are shifting main market from the overseas market to the domestic market and fighting to get more domestic market share.The author took A company as an example and analyzed the internal and external context the export-oriented small and medium trade enterprises faced meanwhile concluded it was necessary and urgent for A company to transform. In addition, it is not appropriate for A company to sell the same products to domestic consumers because there are too many domestic suppliers and the products are of no difference. hardware and footwear market competition is very full, if these products for domestic, is undoubtedly itself into the fierce competition. As the RMB’s Purchasing power is increasing, A company strategically positioned itself as a private company with both import and export business and will make effort to develop import in the future t by means of foreigh products’ high quality, fine workmanship and fashionable characteristics. A company also consolidate the export business and diversify the products.更多还原