摘要:制鞋业是我国一项重要的轻工业。近年来，在全球制鞋业中，中国制鞋业异军突起。短短的十多年，中国已经发展为全球最大的鞋类生产国和出口国之一，特别是加入WTO了之后，中国制鞋业更是呈现出了非常强大的发展势头。然而随着全球化距离的日益缩小，国际贸易的不断发展，还有竞争的不断加强，伴随我国制鞋业出口增长迅速，制鞋业也应该开始了新的挑战。比如，成本的上涨和人民币的升值都使企业的利润减少。因此，了解现阶段出口状况，对促进鞋业的对外贸易具有重要意义。本文以清远市广硕鞋业有限公司为例，深入调查研究广硕鞋业有限公司外贸现状，分析广硕公司对外贸易所存在的问题，为使广硕有限公司更好发展提出一些好的建议或措施。

关键词：  对外贸易，市场，品牌

Abstract:Shoemaking is one of our important light industry. In the global shoes, China's shoes is as a new force. In just ten years, China has developed the world's largest producer and exporter of footwear, especially in after China's entry into the WTO, China's shoes is revealed a very strong momentum of development. But, with the globalization of the distance from the shrinking, the development of international trade, and the strengthening of competition, our shoes export growth rapidly, shoemaking should also start to the new challenges. For example, the rising cost of and appreciation of the yuan so that enterprises are the profits. Therefore, understanding the export situation at present, to promote foreign trade of shoes industry has important significance. Based on the collection of the qingyuan ShoetownFootwearCo.,Ltd as an example, the thorough investigation and study wide following shoe industry limited company foreign trade status quo and collection of the foreign trade company wide of the existing problems, to make a wide collection of the better development ShoetownFootwearCo.,Ltd offers good advice or measures.

Key words: the foreign trade, market, brand

　　　加工贴牌贸易的制鞋企业的结构调整刻不容缓，与中国各地鞋业贴牌的制造企业存在问题一样，清远市广硕鞋业有限公司在当前各国贸易保护主义逐渐抬头、人民币升值、出口退税下调和竞争越来越大等情况下，缺乏自主品牌，生存环境越加恶化，广硕公司必须要加快转型升级，向深加工、高附加值方向延伸，利用结构优势引进更多的科技人才，加强品牌保护意识，提高企业创新能力，提升公司的品牌竞争力。在当前形势只有这样，企业才能在变幻无常的市场中立于不败之地。