沙棘产品“走出去”发展战略研究 学位论文.doc

前言 全球化的深入发展使各经济体之间区域之间对互利共赢加强合作促进共同发展的意愿不断加强在这样的大背景下世界经济格局的新变化为中国企业走出去开展跨境投资并购贸易和技术合作产业转移开拓国际市场带来新的机遇和挑战 目 录 摘要 1 关键字 1 Abstract 2 Keywords 2 一、沙棘产品的生产与贸易 3 （一）沙棘的特性与发展前景 3 （二）我国沙棘产品的生产与贸易 4 1.我国沙棘产品的生产 4 2.我国沙棘产品的贸易 6 二、沙棘产品“走出去”的背景与意义 6 （一）“走出去”的内涵 6 （二）沙棘产品“走出去”的背景 7 1.我国改革和贸易发展的新形势 7 2.转型发展的时代背景 7 （三）沙棘产品“走出去”的意义 8 1.适应经济全球化发展 8 2.有利于促进沙棘产业发展 8 3.有利于输出成熟技术并获得先进技术 9 三、沙棘产品“走出去”的战略研究 9 （一）国际市场的产品战略 9 1.产品的整体概念 9 2.品牌战略 10 3.巧用国际产品生命周期 11 4.开发国际新产品 11 （二）战略联盟 12 （三）本土化战略 13 1.开发研究的本土化 13 2.营销方式的本土化 14 3.品牌本土化 14 四、结论 15 参考文献 16 致 谢 18  沙棘产品“走出去”发展战略研究 摘要：经济全球化的大环境下，我国贸易面对着调整贸易结构的新挑战。作为正在转型的山西，地处黄土高原，不仅要加快发展农业，而且需加快科技进步和创新的步伐，建设资源节约型和环境友好型社会，因地制宜地选择发展沙棘汁产业无疑是一条顺应时代背景的方向The research on the development strategy of Sea-buckthorn about “going out” Abstract: Under economic globalization, the environment, Chinas trade facing new challenges in trade structure adjustment. As is the transformation of Shanxi, located in the Loess Plateau, not only to accelerate the development of agriculture, and the need to accelerate the pace of scientific and technological progress and innovation, building a resource-saving and environment-friendly society, selected in accordance with the development of sea buckthorn juice industry is undoubtedly one of the times background direction. Consider the advantages of sea buckthorn juice itself and improve the environment, we need to rational and efficient use of our resources, and to explore effective ways of Sea-buckthorn “go out” for China and the province of sea-buckthorn enterprises build a “going out” development strategy. By analyzing the international market product strategy, brand strategy, clever use of international product life cycles, new product development approach to developing Sea-buckthorn products, while the use of way strategic alliance strategy of going out, combined with localization strategy in foreign countries to promote the development of Sea-buckthorn industry. Keywords：Sea-buckthorn products; “g