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编号淮安信息职业技术学院毕业论文题目苏州英宝丝绸有限公司国际化经营策略分析学生姓名学号52011222系部商学院专业国际经济与贸易班级520112指导教师顾问教师二〇一三年十一月Abstract摘要丝绸是我国悠久历史、灿烂文化和精湛艺术的象征。目前，我国生产的蚕茧和生丝产量约占世界总产量的70％，生丝和绸缎出口量分别占国际市场贸易量的80％和60％左右，我国是丝绸生产和出口大国，丝绸产品一直是我国重要的出口商品。加入WTO后，随着经济全球化，丝绸企业面临着更加开放的国内市场和日益激烈的国际竞争。面对激烈变化、严峻挑战的环境，丝绸企业要得到长期生存和不断发展，就需要企业从自身因素出发，不断提高企业的技术创新能力，发挥其企业的品牌优势，从而增强企业参与国际竞争的能力，提高经济效益和竞争力。本文以苏州英宝丝绸有限公司的国际化经营为出发点，对苏州英宝丝绸有限公司的国际化经营进行了分析。论文分析了我国蚕丝被企业的经营现状以及苏州英宝丝绸有限公司的行业现状，并采用SWOT分析法对苏州英宝丝绸有限公司进行了国际化经营分析。在此基础上，论文通过理论联系实际的方式，分析、提炼出苏州英宝丝绸有限公司国际化经营的措施。关键词：蚕丝被，国际化，营销策略15AbstractTheSilkisasymbolofChina'slonghistory,splendidcultureandart.Atpresent,China'sproductionofcocoonandrawsilkproductionaccountedforabout70%oftheworld'stotaloutput,exportsofrawsilkandsatinareaccountedfortheinternationalmarkettradingvolumeof80%and60%,China'ssilkproductionandexportcountry,thesilkproductshasbecomeChina'simportantexportcommodities.AfterjoiningtheWTO,alongwiththeeconomicglobalization,silkenterprisesarefacingmoreopenthedomesticmarketandtheincreasinglyfierceinternationalcompetition.Facingtheintensechanges,challenges,silkenterprisestoobtainlong-termsurvivalandcontinueddevelopment,requiresenterprisesfromtheirownfactors,constantlyimprovethetechnologicalinnovationabilityofenterprises,theenterprisebrand,soastoenhancetheabilityofenterprisestoparticipateininternationalcompetition,improvingeconomicefficiencyandcompetitiveness.Inthispaper,theinternationalizationofSuzhouBaosilkCo.Ltdasastartingpoint,totheinternationalizationofSuzhouspringbussilkCo.Ltdareanalyzed.ThispaperanalyzesthesilkbusinessmanagementaswellastheSuzhouBritishBaosilkCo.,industrystatus,andtheuseofSWOTanalysisofSuzhouBritishBaosilkCo.Ltdareinternationalbusinessanalysis.Onthisbasis,thepaperbythemethodofintegratingtheorywithpractice,analysis,extractedfromtheSuzhouBritishBaosilkCo.companyinternationalizationmanagementmeasuresKeywords:silkquilt;internationalization;marketingstrategy15目录摘要....................................................................................................................IIABSTRACT.........................................................................................................IV目录..............................................................................................................VI第一章绪论.....................................................................................................VIII1.1选题的背景及意义.................................................................................VIII1.2论文的结构..............................................................................................VIII第二章蚕丝被行业现状.....................................................................................X2.1蚕丝被产业发展现状..................................................................................X2.1.1江苏省蚕丝被生产企业数量................................................................X2.1.2江苏省蚕丝被生产企业销售规模........................................................X2.2蚕丝被企业加工工艺现状.........................................................................XI第三章苏州英宝丝绸有限公司在市场中的发展..........................................XII3.1企业简介....................................................................................................XII3.2企业的行业发展与现状............................................................................XII第四章苏州英宝丝绸有限公司国际化经营的SWOT分析.......................XIV4.1优势分析（S）.......................................................................................XIV4.1.1专业化生产优势................................................................................XIV4.1.2劳动力资源优势................................................................................XIV4.1.3技术创新的优势................................................................................XIV4.1.4出口产品特色鲜明...........................................................................XV4.2劣势分析（W）.......................................................................................XV4.2.1国际经验和科学营销理念欠缺.........................................................XV4.2.2国际化经营复合型人才的缺乏.........................................................XV4.2.3创新能力不强、产品质量档次不高................................................XVI4.2.4现行蚕丝被生产的弊端....................................................................XVI4.3机遇分析（O）.......................................................................................XVI4.3.1良好的政策支持................................................................................XVI4.3.2经济全球一体化的推动....................................................................XVI4.3.3互联网信息，科技发展的推动.......................................................XVII4.3.4绿色消费...........................................................................................XVII目录Ⅱ4.4挑战分析（T）.....................................................................................XVII4.4.1资金短缺、融资困难......................................................................XVII4.4.2对外投资审批繁琐、配套服务体系不健全..................................XVII4.4.3成本大幅上涨..............................................................................