贸易壁垒对温州鞋业出口的影响及对策分析

摘 要
加入WTO后我国对外贸易持续、快速增长，在我国与世界各国依赖关系加深的同时，针对我国的贸易摩擦日益突出、不断演变，且呈现出持续升温的态势。
温州是中国制鞋基地之一，有“中国鞋都”之称，但由于发达国家设置越来越严格复杂的技术贸易壁垒而导致温州鞋业出口增长缓慢，甚至丧失了部分的国外市场。温州鞋业遭遇反倾销、技术贸易壁垒等。这些贸易壁垒既有内部原因也有外部原因。
本文从温州制鞋业的出口现状入手，分析了温州制鞋业存在的特点，阐述了国际贸易壁垒给温州制鞋业出口带来的影响以及产生贸易壁垒的原因。根据温州鞋业面临的挑战找到适当的应对措施，以提高温州鞋业的出口优势及产业竞争力，促进温州鞋业的可持续发展。最后，针对如何规避贸易壁垒，继续发展该行业，提出了一些建议。
为有效应对欧洲贸易壁垒，目前温州鞋商应通过各方面的努力，即利用各种社会资源，构建与当地政府和民众的良好关系，提高产品质量，创造和提高品牌声誉，加强经营管理。企业要积极应对贸易壁垒，了解国际标准体系，增强环保安全意识，提高技术创新能力，转变企业营销策略，建立健全行业标准，积极实施标准认证，发挥机制保障作用，利用规则规避壁垒，保护自身权益 。

关键词：贸易壁垒；品牌策略；技术创新；预警机制
The influence of Trade barriers to the exports of Wenzhou shoes and Countermeasure analysis
Abstract
After joining WTO, our country foreign trade continually, the swift growth, which deepens while our country and various countries dependence, is day by day prominent in view of our country's trade friction, evolves unceasingly, and presents the situation which elevates temperature continually.
Wenzhou is one of Chinese Shoemaking Bases, called "China Shoes Capital", However, the developed countries to set more stringent technical barriers to trade caused by the complexity of Wenzhou shoe exports slow, even lose some of the foreign market. Wenzhou shoe industry bitter experience counter-dumping,technology trade barrier and so on. These barriers are both internally and externally motivated.
This article obtains from the Wenzhou shoe manufacture industry's development present situation, analysis of the advantages of the footwear industry in Wenzhou and the existing disadvantages, elaborate the impact of international trade barriers to exports of Wenzhou shoe industry and the reason of trade protectionism. According to wenzhou shoe challenges to find appropriate measures, in order to improve the wenzhou shoe export advantage and industrial competitiveness, promote the sustainable development of wenzhou shoe. Finally, for how to avoid barriers to trade,continue to develop the industry, put forward some proposals.
To deal with Europe trade protectionism effectively, at present Wenzhou shoes business should adopt various aspects the endeavor, uses all kinds of social resource, With the local government and people to build good relations, improve the product quality, create and enhance brand reputation, enhancing risk management. Enterprises should actively trade barriers, understanding international standard system, enhance environmental safety awareness,improve the technology innovation ability, change the business strategy, establish standard of the industry, actively implement the standard certification, play a role in guarantee mechanism, using rules to avoid barriers, to protect their own interests.

Key Words:Barrier to trade;Brand Strategy;Technological innovation;
The early-warning mechanism

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