TheResearchonHowChineseEnterprisesEntertheInternationalMarket中国企业如何进入国际市场

1、the research on how chinese enterprises enter the international marketsubmitted by: class: foreign trade english 10303 supervised by: department of foreign languageswuhan polytechnicoct. 8th, 2012摘要 本文以中国企业如何进入国际市场为题，主要介绍中国企业在最近阶段进入国际市场的过程中所遇到的困难和可行的解决方案。通过上网搜索、查阅图书等方式，了解中国企业发展的现状和发展过程中存在的问题，对中国企业如何

2、突破进军国际市场的瓶颈提出自己的解决方案和建议。通过对这个问题的分析和理解，我们可以发现，在中国企业进入国际市场的道路上只有企业直面并解决这些问题，中国企业才能在国际舞台上有更好的发展，走的更远。这样更有利于中国经济的发展。关键词：国际贸易；国际市场；发展策略；发展瓶颈 abstractthe title of this paper is the research on how chinese enterprises enter the international market. it mainly introduces the problem of chinese enterprises w

3、hen they entering the international market and the available method to the problem. through searching the internet and reading related books, we have known the current situation and existing problem in the way of the development of chinese enterprises. some suggestions to the problems have been give

4、n. through the analysis and understanding of this issue, we can find that only enterprises face and solve these problems in the way to international market, the chinese enterprises will have better development in the international market, and go farther. this can benefit the development of the chine

5、se economy a lot.keywords: international trade; international market; development strategy; development bottleneckcontentsabstract in chinese.iabstract in english.iicontents.iiii. the background of the development of foreign trade enterprises1ii.the development status of chinese enterprises.12.1 the

6、 achievements of the development of chinese enterprises.12.2 the existing problems in the development of chinese enterprises.22.2.1 problems of product quality22.2.2 small-scale enterprises22.2.3 infringement of chinese enterprises in overseas3iii.reasons for the problem occurred.33.1 weak brand awa

7、reness33.2 lack of export marketing strategy43.3 labor-intensive market43.4 sinister international environment5iv.the solution to the problems54.1 what can chinese enterprises do5 4.1.1strengthen technical training to improve the quality of our own labor.54.1.2 improve the innovation level of chines

8、e enterprises64.1.3 change the sales strategy64.2 what can chinese government do7 4.2.1 support of state policies.7 4.2.2 support industrial upgrading74.2.3 master the competition rules of the wto74.2.4 maintain rights and benefits8iiv. conclusion8bibliography9the research on how chinese enterprises

9、 enterthe international marketi. the background of the development of foreign trade enterprises since chinas accession to the wto, it faces domestic and international markets double competition. how to improve the competitiveness of foreign trade enterprises in the international market will be condu

10、cive to the development of our national economy. in december 11, 2001, china joined the wto formally. as we can continue to expand and deepen the reform in the field of foreign trade in china, there are numerous businesses and we can carry out various forms of foreign trade activities. joining the w

11、to means that china will obey the wto rules and carry out the reform and development of foreign trade together with trade liberalization and economic globalization. the gradual opening-up of the domestic and international market is a great chance for china. the original development of foreign trade

12、enterprises in china is facing more opportunities and challenges such as anti-dumping and trade barriers. so we must know how to the improve profitability and competitiveness of foreign trade enterprises in the international market together with the development of the entire foreign trade and the na

13、tional economy. so we have to promote the development of foreign trade enterprises.ii. the development status of chinese enterprises.2.1 the achievements of the development of chinese enterprises. since the reform and opening up, china's economy has made a very good development. wto accession is

14、 a big change in the process of china's reform and opening up, as it has a positive influence on promoting the establishment and improvement of china's market economic system. it more deeply involved in the process of economic globalization together with chinese enterprises to enhance their

15、international competitiveness and gaining more international market share. we can see that no country has expanded its foreign trade as fast as china over the last 30 years. it becomes the famous producer of labor intensive manufacturing goods in the world. in 2010, three chinese companies broke the

16、 top 10 list of top global 500 companies. they are sinopec, state grid and china national petroleum. in 2012, 79 chinese companies gained spots in the list of top global 500 companies. some chinese companies have made considerable achievements in overseas. for example, huawei, a private enterprise,

17、joined in global 500 companies in 2010. haier is also at the peak of their career.2.2 the existing problems in the development of chinese enterprises2.2.1 problems of product quality overall, quality of chinese exporting products is good, but the problem of export products quality still exists. low

18、quality of labor in china and low technological level, together with excessive compression costs and the individual enterprises violation exports, affect the product quality of china's export trade. all factors mentioned above are worthy of our attention.2.2.2 small-scale enterprisesthe size of

19、the foreign trade enterprises is not great generally, and they are all not perfect in after-sales service. as a consequence, foreign uneven development and personnel structure are relatively simple. in addition, there is a scarcity of many factors such as trained staff, the changeable international

20、environment, anti-dumping and so on. besides, a variety of barriers to trade and instable exchange rate, together with remote transport freight costs and the cost of intermediate links in foreign trade business constantly increase risks.2.2.3 infringement of chinese enterprises in overseas in recent

21、 years, intellectual property friction between chinese and foreign enterprises become worse and worse, yahoo, goubuli, zte, converse, jordan are also not able to escape. only the dispute between united states and china, from 2006 to 2010, united states has investigated 337 cases on infringement of i

22、ntellectual property. chinese enterprises suspected of american intellectual property infringement investigation cases were 56. this is more beyond the cases number in the previous 20 years. it is also understood that, "china's 500 most valuable brands", 46% is not registered in the un

23、ited states, 50% is not registered in australia, 54% is not registered in canada, as high as 76% is not registered in the european union, which resulted in a large number of well-known domestic enterprises trademarks are been brutally registered abroad.iii. reasons for the problems occurred3.1 weak

24、brand awarenessabout brand competitiveness of export commodities, there is great gap between the well-known foreign brands and chinese. many export commodities processing and assembly in china to meet foreign orders, china has gradually become the world's manufacturing center. from 2006 u.s. mag

25、azine of "business week" lists the world's best brands for four consecutive years, china has 1.7 million domestic brands, but not a brand in the list. the world famous brand and excellent enterprises are the important symbol of national economic competitiveness，and also are a comprehen

26、sive reflection of the level of national economic operation. china enjoys the "factory of the world”, however, only less than 5% of the processing products are its own brand products. due to the lack of its most profitable brand value in the value chain, chinese companies can only process forei

27、gn brand products at home.3.2 lack of export marketing strategy as for the marketing strategy, the foreign trade enterprises lack strategic coordination of the integration of resources, lack experience in dealing with complicated business model. as each regional market has its own unique business mo

28、del, the ability of foreign trade enterprises to control the foreign trade and integrate resources is still deficient, so they can not meet the market demand. in addition, in the process of market operation, some foreign trade enterprises promote their sales dispersedly, which caused scattered resou

29、rces, increased the cost of business operations. so integration of the advantages of resources is essential.3.3 labor-intensive market the traditional advantage of china's foreign trade enterprises are mainly in labor-intensive and low technology, which is a relatively low industry, such as garm

30、ent processing industry, the production of value-added products is still labor-intensive and low-value, lower international price, this product makes small profit. as the science and technology develop rapidly, the situations should be changed, we need to improve the competitiveness of enterprises a

31、nd increase the technology content. however, many foreign trade enterprises lack the core technology of the independent property rights, foreign trade enterprises, such as clothing, toys and so on. the market's overall trend of its products is an oversupply. because the prices of vast majority l

32、ow value-added goods in international market continue to fall, foreign trade enterprises in order to offset the lost profits of the product prices, the only way of expanding export volume is to expand the size of the enterprises, which resulted in foreign trade enterprises pay more attention to the

33、scales than the quality of products.3.4 sinister international environment changing international environment, anti-dumping, a variety of barriers to trade and exchange rate instability, remote transport freight costs and the cost of intermediate links changes are leading to the constant increase in

34、 the risk of foreign trade business. trade protectionism is clearly on the rise, the trade laws have been repeatedly abused, thus casting a strong shadow over world economic recovery. in the background of the major economies, the recovery pace is slowing down under the influence of trade protectioni

35、sm. iv. the solution to the problems4.1 what can chinese enterprises do4.1.1 strengthen technical training to improve the quality of our own labor.all of us know that 21st century is a time of talented person. talented person is the hope to promote the development of china's economy. in order to

36、 improve the quality of workers and labor skills, many things we enterprises can do. the focus of the management is to create a good environment, so that each employee can know their strengths and put their talents into their work and then they can make a greater performance. talent strategy can fin

37、d works strongpoint. at the same time, incentive mechanism should be perfect, it is able to make the enterprises to retain the core technical personnel, who are the core foundation of the development. second. pre-job training is an essential. through the training workers can know the products and co

38、mpany well. they can let work started quickly, and help enterprises to create great economic benefits.4.1.2 improve the innovation level of chinese enterprises we must strengthen the consciousness of innovation, and develop a concept which is suitable for enterprise development of culture and manage

39、ment. the sustainable competitive advantage of the enterprise comes from the persistent innovation. foreign trade enterprises can bring in technology to realize the enterprise technology innovation. as the market is dynamic, enterprises have to focus on strengthening technical, management innovation

40、 and product differentiation advantage. they have to develop their own unique marketing innovation strategy to maintain a sustained competitive advantage. for some special commodity, especially in some high-tech products, foreign trade enterprise can strengthen cooperation with domestic and foreign

41、research institutions. technology development based on market demand, if necessary, chinese enterprises can introduce professional foreign management, which can help enterprises to plan innovation strategy, therefore, china's foreign trade enterprises should increase the ability of making profit

42、s, improve the competitive ability in the international market, we must focus on the international market demand for production, only do this can we have our place in the ever-changing market in the future. 4.1.3 change the sales strategyhere, we can give an example. haier, we can see how he takes r

43、ight sales strategy. from a small state-owned factory which was at the verge of collapse to the world's first brand of white goods, china's most valuable brands. the key to the success is that haier knows when he needs to change the sales strategy and how he can enter the international marke

44、t. in order to get into the international market, haier has brand-name "trilogy": localization cognitive stage, localization rooted stage, localization brand-name stage. for another example, the lenovo realized that if the enterprises want to enter the international market the sense of int

45、ernational brand must come first. so in 2004, the lenovo developed a "three-year" plan, he determines the focus of the pc business, and take the strategy of entering international market. 4.2 what can chinese government do4.2.1 support of state policiesthe government can expand the scope o

46、f the export tax refund and improve the export tax refund rate of some commodities, such as some light industry, so government adjusts the export tax refund rate of textiles, clothing, toys to 14%, daily and artistic ceramic export tax rebate rate to 11%, some plastic products to 9%, part of the fur

47、niture to 11%.4.2.2 support industrial upgrading facing the fierce competition, industrial upgrading is necessary. so we should reform production and wipe off inefficient production process. we also require a lot of manual production process as much as possible. we need promote the automated product

48、ion process. our exports rely on labor-intensive and low technology, and we have to change the situation. we need to use technology-intensive products to replace the labor-intensive products. so government must provide technical support and fund support. i believe if government does this, the situat

49、ion of chinese enterprises will change. they can develop faster and smoother in international market.4.2.3 master the competition rules of the wto i think that the wto rules or functions can be summed up in five aspects，first, non-discriminatory and fair competition, it is not engaged in discriminat

50、ory treatment. second, the policy should be open and transparent and no country can abuse the policy. third, in open market, the enterprises are the mainstay of market economy. fourth, the government should transform its functions gradually and reduce its intervention. fifth, as the rules are flexib

51、le, they can give reasonable protection to the member countries. the wto includes 144 countries and regions, the level of development, ideology and values are not same totally, so some exceptions to the flexible principle are acceptable. but as it also has its principle, they are not unprincipled pr

52、otection, but the reasonable protection.4.2.4 maintain rights and benefitsrecently, as the business is growing with good prospect, chinese photovoltaic industry unexpectedly encountered the anti-dumping investigation by european union. eu is china's third largest trade partner and an important export trade partner as well. europe is the biggest market of solar energy. every year they can use 60% of world photovoltaic products. 70% of our photovoltaic products are completely in the direction of the european union market every year. so if th