内蒙古科技大学毕业设计-奢侈品.doc

内蒙古科技大学 本科生毕业设计说明书（毕业论文） 题 目： 学生姓名： 学 号： 专 业：班 级： 指导教师： Abstract Since Chinas reform and opening up, with the rapid development of Chinas economy, a surge of residents income level, the rapid emergence of rich people, China is gradually becoming the major force of the luxury market. Chinas luxury consumption began in the early 1990 s, and get rapid development in recent years. The rapid development of Chinas luxury market, for local Chinese luxury goods industry is a very good chance, is not only a brand, Chinas investors, retailers and designers, including manufacturers, have a chance to benefit from the rapid growth of the industry, but the rapid development of the market for luxury goods also exposed the problem of various luxury goods import and export trade in our country. Based on the above background, in this paper, the luxury goods import and export trade in our country present situation has carried on the comprehensive analysis, analyzes its existing problems and the cause of the problem, in combination with Chinas national conditions and on the basis of foreign advanced experience, put forward the relevant countermeasures to solve the problem of luxury goods import and export trade in our country existing. Key words：The luxury industry Exports There is a problem Countermeasures 目 录 摘 要 I 1 绪论 1 1.1研究的目的和意义 1 1.1.1 研究的目的 1 1.1.2 研究的意义 1 1.2 国内外研究现状 1 1.2.1 国内研究现状 1 1.2.2 国外研究现状 2 1.3 理论综述 2 1.4 研究方法 3 2 我国奢侈品行业出口的现状 4 2.1 我国奢侈品行业出口品牌 4 2.2 我国奢侈品行业出口种类 6 2.3 我国的奢侈品出口档次 6 2.4 我国奢侈品出口的国家 7 2.5 我国奢侈品出口的数量 7 3 我国奢侈品行业出口过程中存在的问题 9 3.1 我国奢侈品行业品牌较少且种类单一 9 3.2 我国的奢侈品出口档次低 9 3.3 出口长期逆差 10 3.4 出口长期逆差，境内消费数额低于境外消费数额 10 4.1 缺乏良好的奢侈品牌塑造环境 12 4.2 品牌经营者素质有待提高 12 4.3 产品缺少专业技术打造 13 4.4 我国缺乏具有国际竞争力的知名品牌 13 4.5 我国出口产品缺乏创新 14 5.1 微观角度 15 5.1.1 加大与国外奢侈品行业的交流与合作 15 5.1.2 积极利用文化壁垒保护本土品牌，打造我国奢侈品品牌 15 5.1.3 积极树立良好的国际形象 15 5.2 宏观角度 16 5.2.1 政府进行宏观把握，明确奢侈品产业的概念 16 5.2.2 调整我国奢侈品关税税率 16 5.2.3 合理利用文化壁垒，保护我国奢侈品行业 17 5.2.4 保护品牌产权，鼓励行业创新 17 6 结论 18 参考文献 19 致 谢 21 1 绪论 1.