出口战略

企业出口战略与国际贸易实务出口战略DeterminingYourProducts'ExportPotential确定产品的出口潜力Thereareseveralwaystoevaluatetheexportpotentialofyourproductsandservicesinoverseasmarkets.Themostcommonapproachistoexaminethesuccessofyourproductsdomestically.IfyourcompanysucceedsatsellingintheU.S.market,thereisagoodchancethatitwillalsobesuccessfulinmarketsabroad,atleastthosewheresimilarneedsandconditionsexist.••产品在国内是成功的•产品具有独特性•在国内已过时，但国外却具有先进性ManagementIssuesInvolvedintheExportDecision出口决策与管理问题（美国商务部出口指南）ManagementObjectives管理目标问题Whatarethecompany'sreasonsforpursuingexportmarkets?Aretheysolidobjectives(e.g.,increasingsalesvolumeordevelopingabroader,morestablecustomerbase)oraretheyfrivolous(e.g.,theownerwantsanexcusetotravel)?公司为什么追求海外市场？有实在的目标吗？Howcommittedistopmanagementtoanexporteffort?Isexportingviewedasaquickfixforaslumpindomesticsales?Willthecompanyneglectitsexportcustomersifdomesticsalespickup?高层领导投入多大力量？Whataremanagement'sexpectationsfortheexporteffort?Howquicklydoesmanagementexpectexportoperationstobecomeself-sustaining?Whatlevelofreturnoninvestmentisexpectedfromtheexportprogram?期望值有多大？投资回报率(ROI=利润/投资总额)多高?AssessingYourCompany'sExportReadiness评估公司出口的准备工作Whatdoesthecompanywanttogainfromexporting?出口的目的是什么？Isexportingconsistentwithothercompanygoals?出口与公司的其他目标一致吗？Whatdemandswillexportingplaceonthecompany'skeyresources,managementandpersonnel,productioncapacity,andfinanceandhowwillthesedemandsbemet?出口对公司的管理、人事、生产能力、财务等关键性资源有那些要求？如何满足这些要求？Aretheexpectedbenefitsworththecosts,orwouldcompanyresourcesbebetterusedfordevelopingnewdomesticbusiness?成本与期望值吻合吗？把资源用于国内开辟新业务是否更好？Experience经验问题Withwhatcountrieshasbusinessalreadybeenconducted,orfromwhatcountrieshaveinquiriesalreadybeenreceived?已在那些国家开展业务？从那些国家得到寻盘？Whichproductlinesarementionedmostoften?主要是那些产品系列？Areanydomesticcustomersbuyingtheproductforsaleorshipmentoverseas?Ifso,towhatcountries?是否有国内的客户买本公司的产品用于出口？Isthetrendofsalesandinquiriesupordown?销售和寻盘的趋势在增加还是减少？Whoarethemaindomesticandforeigncompetitors?那些是国内和国际竞争对手？Whatgeneralandspecificlessonshavebeenlearnedfrompastexportattemptsorexperiences?过去是否有经验教训？ManagementandPersonnel管理与人事问题Whatin-houseinternationalexpertisedoesthefirmhave(internationalsalesexperience,languagecapabilities,etc.)?企业内部有那从事些国际贸易业务的优势（国际销售经验，语言能力等）Whowillberesponsiblefortheexportdepartment'sorganizationandstaff?谁负责出口业务部门的组织和人事？Howmuchseniormanagementtime(a)shouldbeallocatedand(b)couldbeallocated?高层经理应该投入多少时间，可能投入多少时间？Whatorganizationalstructureisrequiredtoensurethatexportsalesareadequatelyserviced?需要怎样的组织结构来确保出口业务工作？Whowillfollowthroughaftertheplanningisdone?完成计划后由谁来执行？ProductionCapacity生产能力问题Howisthepresentcapacitybeingused?当前的生产能力的运用得如何？Willfillingexportordershurtdomesticsales?出口定单会影响到国内销售吗？Whatwillbethecostofadditionalproduction?增加生产的成本多高？Aretherefluctuationsintheannualworkload?When?Why?全年的工作负荷是否有波动？什么时候？为什么？Whatminimumorderquantityisrequired?最少需要的定单量是多少？Whatwouldberequiredtodesignandpackageproductsspecificallyforexport?出口的设计与生产成套产品有那些具体要求？FinancialCapacity财务能力问题•Whatamountofcapitalcanbecommittedtoexportproductionandmarketing?•对出口生产与营销的资金投入有多大？•Whatlevelofexportdepartmentoperatingcostscanbesupported?•出口部的运营费用可在何种水平上获得支持？•Howaretheinitialexpensesofexporteffortstobeallocated?•如何分配出口的启动费用？•Whatothernewdevelopmentplansareintheworksthatmaycompetewithexportplans?•那些新的部门发展计划可能与出口产生竞争？•Bywhatdatemustanexporteffortpayforitself?•出口工作何时实现财务自立？•