摘　要

2008年下半年，源自美國(guó)次貸危機(jī)引發(fā)的金融危機(jī)迅速席卷全球，對(duì)各國(guó)經(jīng)濟(jì)都造成不同程度的負(fù)面影響，我國(guó)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(guó)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(jí)，眾多企業(yè)選擇出口轉(zhuǎn)內(nèi)銷(xiāo)，但是面對(duì)國(guó)內(nèi)市場(chǎng)，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(xiāo)提出應(yīng)對(duì)策略及解決方案具有較強(qiáng)的現(xiàn)實(shí)意義。
首先，理論概述部分總結(jié)了出口轉(zhuǎn)內(nèi)銷(xiāo)概念的演變及其營(yíng)銷(xiāo)的基本要素；接著介紹了市場(chǎng)營(yíng)銷(xiāo)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(xiāo)的原因；接著借鑒大量數(shù)據(jù)分別從進(jìn)出口趨勢(shì)、行業(yè)利潤(rùn)水平、內(nèi)銷(xiāo)效果等方面分析了紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷(xiāo)的現(xiàn)狀；然后分別利用PEST分析和五力模型分析對(duì)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(yíng)銷(xiāo)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(xiāo)存在的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅，并進(jìn)一步對(duì)SWOT問(wèn)題點(diǎn)歸納總結(jié)，包括國(guó)內(nèi)市場(chǎng)尤其是農(nóng)村市場(chǎng)開(kāi)發(fā)不夠、電子商務(wù)平臺(tái)利用不充分、利潤(rùn)逐漸攤薄、消費(fèi)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(chǎng)、產(chǎn)品、價(jià)格、渠道、品牌等方面的營(yíng)銷(xiāo)組合不完善、產(chǎn)品附加值不高等；基于以上問(wèn)題點(diǎn)，制定了紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷(xiāo)的戰(zhàn)略選擇。
最后，結(jié)合紡織服裝企業(yè)面臨的營(yíng)銷(xiāo)環(huán)境以及SWOT戰(zhàn)略選擇，本文運(yùn)用4Ps理論，分別從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)等方面對(duì)紡織服裝企業(yè)出口轉(zhuǎn)內(nèi)銷(xiāo)提出對(duì)應(yīng)的營(yíng)銷(xiāo)策略，其中，對(duì)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(xiāo)售平臺(tái)、與零售商自有品牌戰(zhàn)略相結(jié)合、利用專(zhuān)業(yè)市場(chǎng)等。在案例分析部分，介紹了A集團(tuán)內(nèi)部的經(jīng)營(yíng)環(huán)境；分析了A集團(tuán)出口轉(zhuǎn)內(nèi)銷(xiāo)面臨的問(wèn)題；結(jié)合第五章提出的營(yíng)銷(xiāo)策略，制定了適合A集團(tuán)出口轉(zhuǎn)內(nèi)銷(xiāo)營(yíng)銷(xiāo)策略，以期對(duì)A集團(tuán)順利轉(zhuǎn)向內(nèi)銷(xiāo)有所幫助。

關(guān)鍵詞 紡織服裝企業(yè)；出口轉(zhuǎn)內(nèi)銷(xiāo)；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(guó)內(nèi)外研究現(xiàn)狀 2
1.2.1 國(guó)外研究現(xiàn)狀 2
1.2.2 國(guó)內(nèi)研究現(xiàn)狀 3
1.3 研究思路、主要內(nèi)容及創(chuàng)新點(diǎn) 8
1.3.1 論文思路及框架 8
1.3.2 主要研究?jī)?nèi)容 9
1.3.3 創(chuàng)新點(diǎn) 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(xiāo)的概念演變及營(yíng)銷(xiāo)基本要素 10
2.1.1 出口轉(zhuǎn)內(nèi)銷(xiāo)的概念演變 10
2.1.2 出口轉(zhuǎn)內(nèi)銷(xiāo)營(yíng)銷(xiāo)的基本要素 10
2.2 市場(chǎng)營(yíng)銷(xiāo)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(chǎng)競(jìng)爭(zhēng)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(guó)紡織服裝企業(yè)的發(fā)展現(xiàn)狀及面臨的營(yíng)..