【正文】 石家莊經(jīng)濟(jì)學(xué)院華信學(xué)院畢業(yè)論文 I 摘 要 經(jīng)濟(jì)危機(jī)的爆發(fā)，貿(mào)易保護(hù)主義的抬頭，人民幣的升值， 給 依賴外貿(mào)業(yè)務(wù)的皮革企業(yè)帶來了了巨大的影響。訂單不 斷的減少，成本逐漸的增加，競(jìng)爭(zhēng)越發(fā)的激烈，利潤(rùn)一再被削弱，如今 辛集市 的 眾多 中小型皮革企業(yè) 已經(jīng)處于瀕臨停工的狀態(tài)，沒有訂單，工人只能休息，諸多企業(yè)面臨著不改革就可能會(huì)倒閉的情況。 本文以貿(mào)源皮業(yè)有限公司為例，對(duì)其進(jìn)行了內(nèi)外部環(huán)境分析， 運(yùn)用 PEST分析法， 五力模型 等分析工具， 找出了辛集 市 中小型皮革企業(yè)所普遍存在的問題 并 加以研究 ， 從產(chǎn)品結(jié)構(gòu)、營(yíng)銷渠道等方面入手， 提出 了 自己的研究對(duì)策，以尋求應(yīng)對(duì)挑戰(zhàn)、化解危機(jī) 的解決方法。 關(guān)鍵詞 ： 辛集 ； 皮革 ； 外貿(mào) ； 經(jīng)濟(jì)危機(jī) ABSTRACT Economic crisis, the rise of trade protectionism, the appreciation of the yuan, to rely on foreign trade enterprises of the leather had a tremendous impact. Orders continue to decline in the cost of the increase gradually, more and more intense petition, the profit has been repeatedly undermined, and now many small and medium Xinji leather enterprises already in the state of the verge of suspension, without orders, workers can only rest, many enterprises are facing collapse without reform, the situation may. In this paper,MAOYUAN Leather Co., Ltd., for example, its internal and external environmental analysis, the use of PEST analysis, five forces model and analysis tools to identify a small leather enterprises Xinji mon problem to be studied, from the product structure, marketing channels and other aspects, put forward its own countermeasures, to seek challenges, solutions to defuse the crisis. Key words: Xinji； Leather； Foreign trade； Economic crisis 石家莊經(jīng)濟(jì)學(xué)院華信學(xué)院畢業(yè)論文 II 目 錄 摘 要 .................................................................................................................... I ABSTRACT............................................................................................................ I 1 課題的研究?jī)r(jià)值 ................................................................................................ 1 研究背景 ......................................................................................................... 1 研究目的與研究方法 ..................................................................................... 2 研究目的 ...................................................................................................... 2 研 究方法 ...................................................................................................... 2 2 理論基礎(chǔ) ........................................................................................................... 2 3 皮革企業(yè)外貿(mào)業(yè)務(wù)面臨的問題 ........................................................................ 4 企業(yè)的內(nèi)部環(huán)境 ............................................................................................. 4 貿(mào)源皮業(yè)有限公司簡(jiǎn)介 .............................................................................. 4 企業(yè)的資源分析 .......................................................................................... 4 企業(yè)的外部環(huán)境 ............................................................................................. 5 宏觀環(huán)境分析 .............................................................................................. 6 行業(yè)環(huán)境分析 .............................................................................................. 8 皮革企業(yè)外貿(mào)業(yè)務(wù)面臨的問題 ...................................................................... 9 產(chǎn)品開發(fā)欠缺 ,品牌意識(shí)淡薄 ...................................................................... 9 貿(mào)易市場(chǎng)不穩(wěn) .............................................................................................. 9 人才資源匱乏 ............................................................................................ 10 4 皮革企業(yè)的改進(jìn)方向及對(duì)策研究 ................................................................... 10 調(diào)整產(chǎn)品結(jié)構(gòu) ............................................................................................... 10 調(diào)整營(yíng)銷渠道 ................................................................................................11 人才化戰(zhàn)略 ................................................................................................... 12 對(duì)企業(yè)未來的前景展望 ............................................................