《镇江恒顺香醋出口贸易现状及策略》由会员分享，可在线阅读，更多相关《镇江恒顺香醋出口贸易现状及策略（27页珍藏版）》请在金锄头文库上搜索。
1、无锡太湖学院毕业设计（论文）题目：镇江恒顺香醋出口贸易现状及策略 商 学院 国际经济与贸易专业学 号： 1511087 学生姓名： 何家成 指导教师： 詹正华 （职称：副教授 ） （职称： ）二一九 年 五 月无锡太湖学院本科毕业设计（论文）诚 信 承 诺 书本人郑重声明：所呈交的毕业设计（论文）镇江恒顺香醋出口贸易现状及策略是本人在导师的指导下独立进行研究所取得的成果，其内容除了在毕业设计（论文）中特别加以标注引用、表示致谢的内容外，本毕业设计（论文）不包含任何其他个人、集体已发表或撰写的成果作品。 班 级： 国贸1502 学 号： 1511087 作者姓名： 2019 年 月 日摘 要由于
2、经济全球化趋势的不断扩大，各个国家之间的经济交流越发频繁。随着国际话语权的提升一级国家综合实力不断提高，中国逐渐成为了全球经济大国中重要的一份子。为了紧跟经济发展的步伐，越来越多的国内品牌开始走向国际，迈出国门。得益于中华文化的广泛传播，各种具有中国特色的国内商品开始进入国外消费者的视线。始建于清道光1840年的恒顺醋业，生产的香醋畅销中国和世界43个国家，悠久的历史与优秀的品质逐渐深入各国消费者的印象之中。恒顺已被中国列为国家非物质文化遗产，作为中国人民大会堂宴会用品，其影响力与出口贸易额有着明显的优势，其出口商品的同时也在传播着陈而不腐的企业文化。但在日益广阔的国际市场中，恒顺香醋的出口贸
3、易现状及策略仍面临着众多的问题与挑战。在恒顺香醋极力创新丰富产品品质及内涵的同时，产品的贸易出口也存在着一些瓶颈，其中，受全球经济严峻形势影响，贸易关税壁垒，出口限制以及反倾销等一系列活动，都遏制了恒顺香醋的出口规模，作为出口贸易存在的通病，恒顺香醋不仅需要与时俱进，应对好经济全球化局势，同时需从其他方面入手，找寻出口突破点。在基于如今电子商务网上交易平台兴起的大环境大趋势下，通过与传统贸易的比较，分析电商平台的出现对恒顺香醋出口贸易的影响，找寻恒顺香醋在国际贸易大环境下的新的产品定位。本文通过分析恒顺香醋战略的优缺点以及其他醋类的失败案例，希望能以企业角度探寻香醋出口的改善措施。本文主要创新
4、点在于从镇江恒顺香醋国内竞争入手，如与山西老陈醋的一系列贸易策略比较，揭示镇江香醋国内成功的原因。再结合国外市场低迷的醋业出口现状，找寻恒顺香醋出口贸易的问题所在，从优点中寻找产业所存在的桎梏。即保持优秀传统品质不意味着放弃多产品创新。关键词：恒顺香醋；文化传播；出口贸易；特色AbstractAbstractAs the trend of economic globalization continues to expand, the economic exchanges between countries become more and more frequent. With the impr
5、ovement of international discourse power and the continuous improvement of national comprehensive strength, China has gradually become an important member of the global economic powers. In order to keep up with the pace of economic development, more and more domestic brands begin to go international
6、 and go abroad. Thanks to the wide spread of Chinese culture, a variety of domestic products with Chinese characteristics have begun to attract the attention of foreign consumers. Hengshun vinegar industry, founded in 1840 in daoguang of qing dynasty, produces fragrant vinegar which is sold well in
7、43 countries in China and the world. Its long history and excellent quality have been deeply impressed by consumers of various countries. Hengshun has been listed as Chinas national intangible cultural heritage. As banquet supplies in the great hall of the people of China, hengshun enjoys obvious ad
8、vantages in terms of its influence and export volume. While exporting its commodities, it is also spreading the enterprise culture that is old but not stale. However, in the increasingly broad international market, hengshun balsamic vinegar export trade status and strategy is still facing many probl
9、ems and challenges.At the same time as Hengshun Vintage strives to innovate and enrich product quality and content, there are also some bottlenecks in the export of products. Among them, due to the severe global economic situation, trade tariff barriers, export restrictions and anti-dumping activiti
10、es, Both have curbed the export scale of Hengshun balsamic vinegar. As a common problem in export trade, Hengshun balsamic vinegar not only needs to keep pace with the times and cope with the situation of economic globalization, but also needs to start from other aspects to find export breakthroughs
11、. Based on the general trend of electronic commerce online trading platform, by comparing with the traditional trade, this paper analyzes the impact of electronic commerce platform on the export trade of Hengshun balm vinegar, and finds out the new product orientation of Hengshun balm vinegar in the
12、 international trade environment. By analyzing the advantages and disadvantages of Hengshun vinegar strategy and other cases of vinegar failure, this paper hopes to explore the improvement measures for the export of balsamic vinegar from the perspective of enterprises. The main innovation point of t
13、his article lies in starting from Zhenjianghengshuns domestic competition, such as a series of trade strategies compared with Shanxi old vinegar, revealing the reasons for the domestic success of Zhenjiang balm vinegar. Then combine with the current situation of vinegar export in the foreign market,
14、 find the problem of Hengshun vinegar export trade, and find the shackles of the industry from the advantages. That is, maintaining good traditional quality does not mean giving up multi-product innovation.Keywords:Hengshun vinegar：Cultural transmission；Export trade；features目 录目 录摘 要IAbstractII目 录II
15、I第1章 恒顺香醋的研究意义51.1 研究背景51.2 研究方法51.3 研究目的6第2章 恒顺香醋的出口形势72.1 香醋产品优势72.1.1 恒顺香醋的多菌种发酵工艺72.1.2恒顺香醋的历史文化72.1.3 恒顺香醋日益扩大的消费者受众72.2 香醋战略优势82.2.1 政府干预82.2.2 企业积极推进产品升级82.2.3 企业积极海外维权82.2.4 灵活的定价策略92.3 大背景下香醋的国际贸易92.3.1 竞争日益激烈的国际贸易环境92.3.2 电商平台与宣传9第3章 恒顺香醋面临的问题103.1 恒顺香醋产品升级的失衡103.2 香醋各国消费量差异较大103.3 食醋行业大环境集中度低113.4 食醋行业总体问题复杂11第4章 恒顺香醋的未来策略134.1 产品本身改良措施134.2 城乡资本关
