本 科 毕 业 论 文
扬州市玩具出口现状及问题分析 The Present Situation and the Problem Analysis of Yangzhou Toys Export
学 院： 商学院 专业班级： 国际经济与贸易 D国贸081 学生姓名： 史雅君 学 号： 510834113 指导教师： 陈俊义（讲师）
2012 年 6 月
毕业论文中文摘要
扬州市玩具出口现状及问题分析 摘 要：扬州是中国玩具生产重要基地，玩具是扬州的支柱行业之一。经过扬州人多年不断的拼搏发展，现今扬州整个玩具行业有多家玩具生产、加工、贸易企业，销往世界多个地区和国家，是我国最大的玩具集散地。如何在激烈的市场竞争中生存和发展，进一步增强扬州市玩具出口竞争力是扬州市玩具出口现在面临的主要问题。本文首先介绍了扬州玩具业发展概况，其次运用综合分析的方法，分析了扬州市玩具出口的现状，再次提出目前扬州玩具出口面临的国际贸易壁垒、缺乏自主品牌、玩具出口产品结构不适应国际市场需求、生产成本上升、玩具质量、行业的恶性竞争等方面的问题，最后就这些问题进行分析研究，借鉴国外成功玩具业经验教训，对如何提高国际竞争力提出相应的对策建议。 关键词：玩具出口；出口竞争力；出口成本；对策 毕业论文外文摘要
The Present Situation and the Problem Analysis of Yangzhou Toys Export Abstract: Yangzhou is China's major toy production base, Toy is one of the pillars of industry in Yangzhou. After years of constant development of hard work in Yangzhou, The toy industry of Yangzhou has a number of toy production, processing, trade enterprises, the products are sold all over the world regions and countries, Yangzhou is China's largest toy distribution center.This paper describes their development profile of the general Yangzhou toy exports state of the environment, followed by using comprehensive analysis methods, analysis of the status of Yangzhou toys export; Third, the article proposed Yangzhou toy exports in the current international trade barriers, lack of independent brands, toys and export structure not suited to the international market demand, production costs, quality toys, the industry's cut-throat competition and other issues, finally, to analyze these issues study, learn from foreign experience in the toy industry success lessons on how to improve the international competitiveness of the countermeasures proposed. Keywords: Toys Export; Export Competitiveness; The Cost of Exports; Strategy
目 录
1 引言························································································································ 1 2 扬州市玩具产业概况···························································································· 1 3 扬州市玩具出口的现状························································································ 2 3.1 出口地位持续提升····························································································· 2 3.2 出口市场覆盖率不断扩大················································································· 3 3.3 出口竞争力不断增强························································································· 4 3.4 劳动力成本低，出口利润低············································································· 5 4 扬州市玩具出口存在的问题················································································ 6 4.1 出口产品结构不适应国际市场需求································································· 6 4.2 生产成本上升导致市场竞争力下降································································· 6 4.3 出口产品的低质量导致销量萎缩····································································· 8 4.4 同行业的恶性竞争削弱了产品的价格优势····················································· 8 4.5 出口企业缺乏品牌意识····················································································· 9 4.6 技术贸易壁垒导致市场进入困难····································································· 9 5 解决扬州市玩具出口问题的对策······································································ 10 5.1 加强区域合作，改进出口玩具结构······························································· 10 5.2 提高产品附加值，以高利润应对高成本······················································· 11 5.3 加强质量检测管理，引进国际标准······························································· 12 5.4 提高企业自身核心竞争力··············································································· 13 5.5 提高产品质量，树立品牌意识······································································· 13 5.6 增强产品环保和安全意识，促进可持续发展··············································· 14 结 论·························································································································· 15 参 考 文 献·············································································································· 16 致 谢·························································································································· 17
淮海工学院二〇一二届本科毕业论文 第 1 页 共 17页
1 引言
扬州玩具业是扬州外贸市场的重要内容，扬州玩具业的发展直接关系到扬州市当地经济发展及就业，扬州毛绒玩具指数也是国内广大玩具厂家生产的风向标，所以，玩具出口企业要把握好扬州玩具业发展动向，提高其市场竞争力。近年，随着中国金融危机的结束，扬州市玩具产业发展有许多需要解决的重要问题。
扬州市玩具出口主要以加工贸易为主，多为外国品牌加工，自主创立的品牌非常少,而且没有掌握国外先进技术，主要生产的都是劳动密集型产品，附加值低，随着目前市场对高科技产品需求不断提升的状况，玩具产业的价格优势被削弱。质量检验检疫方面也没有达到国际标准且对国外贸易壁垒方面了解不足，导致一直层出不穷的“召回事件”使中国玩具名誉受损，使扬州玩具生产企业举步维艰。另外，国内、国际间同行业的恶性竞争及原材料价格上涨等问题也给扬州市玩具出口带来巨大挑战。
为了提高扬州市玩具出口竞争力，我们需要了解扬州市玩具发展的国际、国内环境，对扬州玩具业生产销售等方面出现的问题，找出合理可行的对策。
2 扬州市玩具产业概况
扬州市玩具业发展开始于20世纪80年代初, 发展到现在,扬州市已拥有上百家规模比较大的玩具出口加工企业, 规模比较小的玩具加工小作坊数不胜数, 2011年的年产值在60亿元以上。经过多年的奋斗，扬州市玩具业已形成了系统的产业链，—方面既有配套设施的玩具制造企业, 又有制造和销售合为一体、旅游和购物合为一体、批发和零售兼营的物流配套平台, 另一方面更有一批设计能力和创造能力较强的单位,呈现出“企业集群、产业集聚”的繁荣景象。
义乌9%东莞5%龙南4%其他2%扬州义乌东莞龙南其他扬州80%
图1 2011年全国毛绒玩具出口市场占有率分布图
资料来源：根据扬州市商务局统计数据整理