摘　要

2008年下半年，源自美國次貸危機(jī)引發(fā)的金融危機(jī)迅速席卷全球，對各國經(jīng)濟(jì)都造成不同程度的負(fù)面影響，我國外貿(mào)企業(yè)深受其害。全球經(jīng)濟(jì)惡化引發(fā)的外需萎縮，導(dǎo)致我國尤其是沿海省份城市的紡織服裝企業(yè)出口受阻。為緩解出口壓力，加快貿(mào)易方式的轉(zhuǎn)型升級，眾多企業(yè)選擇出口轉(zhuǎn)內(nèi)銷，但是面對國內(nèi)市場，紡織服裝企業(yè)遇到更多困難，導(dǎo)致紡織服裝企業(yè)進(jìn)退維谷。所以，為紡織服裝企業(yè)內(nèi)銷提出應(yīng)對策略及解決方案具有較強的現(xiàn)實意義。
首先，理論概述部分總結(jié)了出口轉(zhuǎn)內(nèi)銷概念的演變及其營銷的基本要素；接著介紹了市場營銷學(xué)中的相關(guān)理論和分析方法，如STP理論、4Ps理論、五力模型、SWOT分析等，為本文的研究奠定理論基礎(chǔ)。
其次，本文分析了外貿(mào)紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷的原因；接著借鑒大量數(shù)據(jù)分別從進(jìn)出口趨勢、行業(yè)利潤水平、內(nèi)銷效果等方面分析了紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷的現(xiàn)狀；然后分別利用PEST分析和五力模型分析對紡織服裝企業(yè)的宏觀及微觀環(huán)境進(jìn)行了研究。在現(xiàn)狀及營銷環(huán)境分析的基礎(chǔ)上，利用SWOT分析法研究了紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷存在的優(yōu)勢、劣勢、機(jī)會和威脅，并進(jìn)一步對SWOT問題點歸納總結(jié)，包括國內(nèi)市場尤其是農(nóng)村市場開發(fā)不夠、電子商務(wù)平臺利用不充分、利潤逐漸攤薄、消費需求變化加快、企業(yè)前期投入增加、貨款回收難，沉淀成本增加、難以順利打入地方市場、產(chǎn)品、價格、渠道、品牌等方面的營銷組合不完善、產(chǎn)品附加值不高等；基于以上問題點，制定了紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷的戰(zhàn)略選擇。
最后，結(jié)合紡織服裝企業(yè)面臨的營銷環(huán)境以及SWOT戰(zhàn)略選擇，本文運用4Ps理論，分別從產(chǎn)品、價格、渠道、促銷等方面對紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷提出對應(yīng)的營銷策略，其中，對于渠道建設(shè)，主要基于扁平化思想提出了一系列策略。如搭建網(wǎng)上銷售平臺、與零售商自有品牌戰(zhàn)略相結(jié)合、利用專業(yè)市場等。在案例分析部分，介紹了A集團(tuán)內(nèi)部的經(jīng)營環(huán)境；分析了A集團(tuán)出口轉(zhuǎn)內(nèi)銷面臨的問題；結(jié)合第五章提出的營銷策略，制定了適合A集團(tuán)出口轉(zhuǎn)內(nèi)銷營銷策略，以期對A集團(tuán)順利轉(zhuǎn)向內(nèi)銷有所幫助。

關(guān)鍵詞 紡織服裝企業(yè)；出口轉(zhuǎn)內(nèi)銷；SWOT分析

Abstract

In the second half of 2008, subprime crisis which was derived from the USA swept across the world rapidly, and it has lead to varying degrees influence on each country's economies. Foreign trade enterprise in China is also suffered from it hardly. Because of the special nature, as external demand shrinking and the global economic deteriorating, export of textile and garment enterprises in China especially in urban coastal provinces is blocked. In order to relieve export pressure and accelerate the transformation and upgrading of trade pattern, many enterprises selected to turn export to domestic sale. However, when they faced with the domestic market, they encountered more difficulties which made textile and garment enterprises in dilemma.Thus, it has practical significance to propose strategies and solutions for textile and garment enterprises to domestic sale.
Firstly, related concepts and theories are introduced, for example, evolution of the concept for turning export to domestic sale and basic elements of marketing.Then related concepts and theories of marketing are introduced, for example, STP theory, 4Ps theory, Porter model, SWOT analyse. They have layed the theoretical basis for this paper.
Next, status of turning export to domestic sale about textile and garment enterprises are presented; reasons of turning export to domestic sale about textile and garment enterprises are studied, it has drawn large amounts of data from aspect as import and export trends, industry profit level, the domestic effects; and macro environment and micro environment of textile and garment enterprises is also studied by using PEST and Porter model. Based on the status and environment, strengths, weaknesses, opportunities and threats in textile and garment enterprises of turning export to domestic sale is analyzied.Strategies of textile and garment enterprises turning export to domestic sale are provided.
Finally, integrating environment of textile and garment enterprises and SWOT strategy, 4Ps theory is selected to provide corresponding marketing strategy from product, price, channel and promotion. A Group is seleted as the case.The internal operation environment is introduced firstly; after that, the problems faced by A Group are anlysed; at last, marketing strategies of turning export to domestic sale for A Group are formulated which are based on the peoposed marketing strategies of chapter five, and we hope that they can have some help to A Group.
Keywords textile and garment enterprise; turning export to domestic sale; SWOT analyse
目 錄

摘　要 I
Abstract I
第1章 緒論 1
1.1 研究背景、目的和意義 1
1.1.1 研究背景 1
1.1.2 研究目的和意義 1
1.2 國內(nèi)外研究現(xiàn)狀 2
1.2.1 國外研究現(xiàn)狀 2
1.2.2 國內(nèi)研究現(xiàn)狀 3
1.3 研究思路、主要內(nèi)容及創(chuàng)新點 8
1.3.1 論文思路及框架 8
1.3.2 主要研究內(nèi)容 9
1.3.3 創(chuàng)新點 9
1.4 研究方法 9
第2章 相關(guān)理論概述 10
2.1 出口轉(zhuǎn)內(nèi)銷的概念演變及營銷基本要素 10
2.1.1 出口轉(zhuǎn)內(nèi)銷的概念演變 10
2.1.2 出口轉(zhuǎn)內(nèi)銷營銷的基本要素 10
2.2 市場營銷的相關(guān)理論及分析方法 11
2.2.1 STP理論 11
2.2.2 4Ps理論 13
2.2.3 市場競爭與演變的五種力量分析 14
2.2.4 SWOT分析法 15
2.3 本章小結(jié) 16
第3章 我國紡織服裝企業(yè)的發(fā)展現(xiàn)狀及面臨的營..