新形势下中小外贸企业经营管理模式研究

Investigation on the Management Model of Yiwu’ Small and Medium-sized Foreign Trade Businesses in the New Era

以义乌某美妆工具公司为例,从营销渠道、产品管理、品牌策略、人员管理等四个方面研究中小外贸企业持续健康发展的经营管理模式。研究认为:“线上+线下”双营销&“外贸+内销”双驱动模式能最大限度抓牢客户;自主研发+“跨界与联合”能进一步强化产品管理;产销融合模式能有效提高客户黏性与认同感;良好的分工机制与多维度薪酬制度能最大限度调动员工积极性。研究成果对中小外贸企业发展有较好的借鉴和参考价值。

This paper takes a beauty tool company in Yiwu as an example to study the development of Yiwu small and medium foreign trade businesses in the new era.Firstly,it analyzes the opportunities and challenges.Secondly,it conducted an investigation on the management model of the company from four aspects:marketing channels,brand strategy,product management,and personnel management.Finally,its findings will provide reference for the development of small and medium-sized foreign trade businesses in Yiwu.