近些年,受到全球性金融危机的影响,曾被誉为经济增长发动机的国际贸易

现已风光不再,取而代之的是外贸企业进退维谷的尴尬处境。2008年幵始,我国

纺织品在国际市场上的消费需求经历了短暂的上升后,开始了急剧的下滑。以前

在一片大好的经济形势下被掩盖的诸如劳动力成本高、能耗高、污染大、产能严

重过剩等诸多问题被明确的列入了几乎所有纺织品生产型企业的议事项目。在国

际竞争市场上,以印度为主的其他发展中国家正在迅速崛起,因其更低廉的价

格,分走了大量的纺织品订单,并随着他们技术的日趋成熟,这一现象愈演愈

烈。我国纺织行业正面临着内忧外患的尴尬境地。为了求生存、求发展,一些外

贸企业纷纷调整发展战略,绝大多数选择开拓国内市场,实行两条腿走路。但是

国外及国内市场截然不同的营销和运作模式对于外贸企业都是一个巨大的挑战。

所以,为外贸企业开拓国内市场提出应对策略及解决方案具有重大的现实意义。

DD纺织是一家生产和销售色织面料的纺织企业,而纺织行业是中国的支柱

产业之一,在金融危机的影响下,整个行业的变化特征较为明显。DD纺织具有

外贸新形势下,纺织企业所面临的大多数的困境,可作为一个典型的代表。所以

本文借以分析纺织行业的外贸内销形势,指出纺织行业专注于外销市场己没有出

路,可以转向内销市场进行幵拓。具体联系到DD纺织,先是对DD纺织的自身条

件和经营情况进行描述,分析了DD纺织所处的环境,运用SWOT分析法研究了

DD纺织出口转内销存在的优势、劣势、机会和威胁,特别是明确了DD纺织转做

内销市场的差异化产品和明确的市场细分。最后,文章结合DD纺织自身实际情

况,提出了一些建议和保障措施,以期能帮助DD纺织转型成功。

关键词:出口转内销;营销策略;SWOT分析

Abstract

In recent years r because of the global financial crisis,international trade which

has been regarded as the engine of economic growth gets into embarrassing situation

instead now. In order to survive; development, some foreign trade enterprises have to

adjust their development strategies,the most of them choose to exploit the domestic

market to reduce the risk by balancing international and domestic market. But it will

be a great challenge because of domestic sales and running method totally different

from international trade. Therefore, Proposing the suitable strategies and solutions for

foreign trade enterprises which planning to exploit the domestic market is significant.

DD Textiles is a textile enterprise of producing and saling yarn-dyed fabrics. The

textile industry is one of the pillar industries of China, so its changement features is

more obviously under the influence of the financial crisis. Thus, the study will be

based on analyzing the situation of textile industry's export trade and domestic sales,

then, pointing out the textile industry should be worse in future by focus on the export

market only, the textile enterprises should turn to the domestic market to develop.

Specifically linked to the DD textiles,first, describing the conditions and situations of

DD textiles, analyzing the environment of their own. Then by using the SWOT

management tool to analysis the strength, weakness, opportunities, threats of DD

Textiles,particularly pointing out the market differentiated products and the suitable

market segmentation. Finally,the study proposes some marketing strategy to develop

domestic market according to DD Textiles' actual situation. In order to help DD

Textiles transiting successfully.

Key Words: Export transit into domestic sales; Market strategy; SWOT analyze

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