摘要
受国内原料奶价格逐年走高及国内乳制品行业规模增长趋缓等因素制约,中国乳制品企业实施国际化战略是当务之急。RCEP协定签署将为中国乳制品企业拓宽海外市场、扩大对外投资规模、优化产业链布局等方面带来机遇,但乳制品企业也将面临市场竞争加剧、品牌认可度不高、出口产品结构单一及企业跨国经营能力较弱等挑战。基于此,文章提出乳制品企业国际化进程中应注重深耕国内国外两个市场、重塑中国乳制品品牌形象、构建丰富的产品矩阵及全面提升企业的跨国经营能力等建议。
Constrained by factors such as the rising price of domestic raw milk and the slowdown in the growth of the domestic dairy consumer market, it is imperative for Chinese dairy enterprises to implement internationalization strategy. The signing of the RCEP agreement will bring opportunities for Chinese dairy enterprises to expand overseas markets, increase the scale of foreign investment, and optimize the layout of the industrial chain. However, dairy enterprises will also face challenges such as intensified market competition, low brand recognition, single export product structure and weak multinational operation capabilities. Finally, this paper proposes countermeasures, including the establishment of a complete international strategic system, deeply cultivating domestic and foreign markets, focusing on dairy product brand building, familiarizing with international trade and investment rules, and enhancing enterprises’ transnational operating capabilities.
作者
厉英珍
LI Yingzhen(School of Economics and Social Welfare,Zhejiang Shuren University,Hangzhou,Zhejiang,310015,China)
出处
《浙江树人大学学报》
2022年第2期70-78,共9页
Journal of Zhejiang Shuren University
基金
浙江树人大学“青年博士创新计划”项目(2019QC24)。
关键词
RCEP
乳制品
企业国际化
企业战略
RCEP
dairy products
enterprise internationalization
corporate strategy
