基于SWOT模型下的惠达卫浴竞争战略分析
摘要：中国在国际市场中整体的贸易产品仍为低附加值的产品，近年来，贸易产品的技术复杂度有所提升，但是仍然不足，仍然处于较低水平，由此可见卫浴产品近年在国际市场中的发展情况；而如何通过营销策略帮助企业在国际市场中立足也是至关重要的，如何提升自身的品牌形象以赢得国际消费者的青睐在企业的战略制定中占有举足轻重的地位。
关键词：贸易结构；营销策略；优劣势
引用文献一：
外文文献题目（中文翻译）：中国出口贸易产品技术复杂度与贸易结构分析
原文作者 Yajing Zhu 单位[J]Scientific Journal of Economics and Management ResearchVolume 3, Issue 10. 2021.
根据传统的贸易总额统计，中国出口中技术复杂度高的产品比例不断增加，出口产品技术升级明显，出口结构不断优化，出口产品的技术复杂度明显提高，出口产品的技术复杂度超过了其收入水平（Rodrik，2006；Schott，2008）。中国贸易出口的技术复杂性和升级一直是一个热点和争议问题。因此，科学合理地衡量贸易出口的技术复杂度成为回答这一问题的关键。对中国而言，通过积极参与全球价值链和国际产品分工，大力发展出口产业，中国出口产品的技术复杂度是否得到提升？中国的整体出口结构是否得到改善和提升？中国出口产品的技术变化与其他国家的技术变化有哪些相同和不同之处？中国出口产品在国际市场上的比较优势是什么？在此基础上，本文试图用技术复杂性指数和显性比较优势指数来衡量中国出口贸易的技术含量，并分析中国出口贸易的整体结构高度。
结论 通过对中国258种出口产品的出口比较优势和出口结构的分析，本文得出以下基本结论。从2000年到2016年，除2009年和2013年略有下降外，中国出口产品的技术复杂度持续上升。2017年至2018年，中国出口产品的技术复杂度有所下降，但在2019年又恢复上升。同时，从2010年到2017年，中国出口产品的技术复杂度增长率有一定的下降趋势，但在2018年之后急剧上升。在世界市场上，与2000年相比，2019年中国具有比较优势的产品类型将有所增加，但具有明显比较优势的产品类型从2000年的37种减少到2019年的13种。具有比较优势的产品主要是技术复杂度低的产品、技术复杂度中等偏低的产品和技术复杂度中等的产品。中国具有比较优势的产品在不同技术复杂度的产品中的分布较为合理。从2000年到2019年，中等技术复杂度产品的比较优势在增加，具有比较优势的产品比例在提高，但高技术复杂度产品的比较优势仍处于低水平，甚至有所下降。具有比较优势的产品，特别是技术复杂度高的产品的比例有待提高。从2000年到2019年，中国对世界出口贸易的产品结构高度发生了明显变化，主要是逐渐超过世界平均水平，与发达国家的差距缩小。与世界其他国家的出口贸易结构高度相比，发现中国出口的高科技产品在国内产品中的比例仍然处于较低水平，不仅落后于主要发达国家，也落后于印度。同时，中国出口的高、中技术产品所占比例也是如此。
外文文献出处：Analysis of Technical Complexity and Trade Structure of Chinas Export Trade Products
附外文文献原文
According to the traditional statistics of total trade value, the proportion of products with high technical complexity in Chinas export is increasing, the technology upgrade of export products is obvious, the export structure is constantly optimized, the technical complexity of export products is significantly increased, and the technical complexity of export products exceeds its income level (Rodrik, 2006; Schott, 2008). The technical complexity and upgrading of Chinas trade export has always been a hot and controversial issue. Therefore, scientifically and reasonably measuring the technical complexity of trade export becomes the key to answer this question. For China, by actively participating in the global value chain and international product division and vigorously developing export industries, will the technical complexity of Chinas export products be increased? Has Chinas overall export structure been improved and upgraded? What are the similarities and differences between the technological changes in Chinas exports and those in other countries? What is the comparative advantage of Chinas export products in the international market? On this basis, this paper tries to use the technology complexity index and the revealed comparative advantage index to measure the technical content of Chinas export trade, and analyzes the overall structure height of Chinas export trade.
Conclusion Through the analysis of the export comparative advantage and export structure of 258 types of products exported in China, the following basic conclusions are drawn in this paper: From 2000 to 2016, except for a slight decline in 2009 and 2013, the technical complexity of Chinas export products continued to increase. The technical complexity of Chinas exports declined from 2017 to 2018, but resumed rising in 2019. Meanwhile, from 2010 to 2017, the growth rate of technological complexity of Chinas export products had a certain downward trend, but increased sharply after 2018. In the world market, compared with 2000, the types of products with comparative advantages in China will increase in 2019, but the types of products with significant comparative advantages decreased from 37 in 2000 to 13 in 2019. The products with comparative advantages are mainly products with low technical complexity, products with medium low technical complexity and products with medium technical complexity. The distribution of products with comparative advantages in China among products with different technical complexity is more reasonable. From 2000 to 2019, the comparative advantage of products with medium technical complexity is increasing, and the proportion of products with comparative advantage is increasing, but the comparative advantage of products with high technical complexity is still at a low level, or even decreased. The proportion of products with comparative advantages, especially those with high technical complexity, needs to be improved. From 2000 to 2019, the height of the product structure of Chinas export trade to the world has changed significantly, mainly by gradually exceeding the world average level and narrowing the gap with developed countries. In comparison with other countries in the world in the height of export trade structure, it is found that the proportion of high‐tech products exported by China in domestic products is still at a low level, not only behind the major developed countries, but also behind India. At the same time, Chinas exports of high ‐ and medium‐technology products account for the same proportion.
引用文献二：
外文文献题目（中文翻译）：营销策略的'第一原则'
原文作者 Robert W. Palmatier;ensp;Andrew T. Crecelius
单位 [J]基于SWOT模型下的惠达卫浴竞争战略分析
原文作者 Yajing Zhu 单位[J]Scientific Journal of Economics and Management ResearchVolume 3, Issue 10. 2021.
通过分析2000 - 2019年中国出口的技术复杂度、比较优势和贸易结构。利用技术复杂度指数和显示性比较优势指数，测算了中国出口贸易产品的技术复杂度，分析了中国出口贸易的结构，比较了在世界市场上的比较优势。研究发现，中国整体出口结构高度提升，中等技术复杂度产品在中国出口产品中的比重上升，竞争优势增强，但高技术复杂度产品的出口贸易仍处于较低水平。
外文文献出处：Analysis of Technical Complexity and Trade Structure of Chinas Export Trade Products
附外文文献原文
Keywords: Export Trade; Technical Complexity; Comparative Advantage; Trade Structure.
According to the traditional statistics of total trade value, the proportion of products with high technical complexity in Chinas export is increasing, the technology upgrade of export products is obvious, the export structure is constantly optimized, the technical complexity of export products is significantly increased, and the technical complexity of export products exceeds its income level (Rodrik, 2006; Schott, 2008). The technical complexity and upgrading of Chinas trade export has always been a hot and controversial issue. Therefore, scientifically and reasonably measuring the technical complexity of trade export becomes the key to answer this question. For China, by actively participating in the global value chain and international product division and vigorously developing export industries, will the technical complexity of Chinas export products be increased? Has Chinas overall export structure been improved and upgraded? What are the similarities and differences between the technological changes in Chinas exports and those in other countries? What is the comparative advantage of Chinas export products in the international market? On this basis, this paper tries to use the technology complexity index and the revealed comparative advantage index to measure the technical content of Chinas export trade, and analyzes the overall structure height of Chinas export trade.
Conclusion Through the analysis of the export comparative advantage and export structure of 258 types of products exported in China, the following basic conclusions are drawn in this paper: From 2000 to 2016, except for a slight decline in 2009 and 2013, the technical complexity of Chinas export products continued to increase. The technical complexity of Chinas exports declined from 2017 to 2018, but resumed rising in 2019. Meanwhile, from 2010 to 2017, the growth rate of technological complexity of Chinas export products had a certain downward trend, but increased sharply after 2018. In the world market, compared with 2000, the types of products with comparative advantages in China will increase in 2019, but the types of products with significant comparative advantages decreased from 37 in 2000 to 13 in 2019. The products with comparative advantages are mainly products with low technical complexity, products with medium low technical complexity and products with medium technical complexity. The distribution of products with comparative advantages in China among products with different technical complexity is more reasonable. From 2000 to 2019, the comparative advantage of products with medium technical complexity is increasing, and the proportion of products with comparative advantage is increasing, but the comparative advantage of products with high technical complexity is still at a low level, or even decreased. The proportion of products with comparative advantages, especially those with high technical complexity, needs to be improved. From 2000 to 2019, the height of the product structure of Chinas export trade to the world has changed significantly, mainly by gradually exceeding the world average level and narrowing the gap with developed countries. In comparison with other countries in the world in the height of export trade structure, it is found that the proportion of high‐tech products exported by China in domestic products is still at a low level, not only behind the major developed countries, but also behind India. At the same time, Chinas exports of high ‐ and medium‐technology products account for the same proportion.
引用文献二：
外文文献题目（中文翻译）：营销策略的'第一原则'
原文作者 Robert W. Palmatier;ensp;Andrew T. Crecelius
单位 [J]AMS ReviewVolume 9, Issue 1-2. 2019. PP 5-26
营销领域越来越丰富，数据、框架和分析使营销人员能够制定和执行有效的战略，但它们同时也因其多样性和复杂性而成为战略形成的潜在障碍。本文提出了营销战略决策的简洁组织框架和与每个决策相关的工具。这个框架基于指导任何营销策略有效性的四个假设或首要原则：( 1 )所有客户都不同，( 2 )所有客户都在变化，( 3 )所有竞争者都有反应，( 4 )所有资源都是有限的。通过从这四个原则的角度回顾以往的营销研究，本文说明了营销理论和实践如何应用现有的分析和框架来支持与每个原则相关的战略决策。对这四个原则如何以自然的顺序相互建立以指导营销策略的形成和执行进行了理论分析。
外文文献出处：The “first principles” of marketing strategy
附外文文献原文
Keywords：Marketing strategy；Sustainable co
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