Factors and Countermeasures of the Export Diversification of Handan

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Abstract. This paper analyzes the implementation of the export market diversification Handan status quo， which proposed the existence of the problem and a detailed analysis of the government， commodities， export market， four companies of Handan，and it gives the suggestions to the Handan market diversification.

Keywords： Market Diversification， Handan， Countermeasures

1. Status and existing problems of Implementation of export diversification in Handan

1.1 Background of the Handan implementation of export diversification

In the early 1990s， China has proposed to reduce the export market concentration， reduce the risk diversification as the main content marketing strategy， and gradually establish our export markets reasonably diversified overall pattern. Entering the new century， Handan actively participate in international competition， rapid integration into economic globalization， foreign trade has made great development. Since the opening of the expanded focus of economic work of "Eleventh Five-Year”， foreign trade continued to achieve new breakthroughs， and become an important part of the very vitality and vigor of economic growth point of Handan， 2011 Handan area is located south center listed as national key development areas.

1.2 Structure of Handan implementation of export diversified export market

In 2011， Hebei import and export $ 53.6 billion， compared with the same period in 2010 （the same below）， an increase of 27.4%， and 4.9 percentage points higher than the national growth rate. Which exports $ 28.58 billion， an increase of 26.7%， and 6.4 percentage points higher than the national growth rate. Full-year trade surplus of $ 3.56 billion， imports and exports basically balanced， the overall size of foreign trade ranked tenth in the country. From the comparison between cities in the province， the total import and export of Handan in 2011 ranked fourth in the province， import and export value $ 3.85 billion， ranking first in Shijiazhuang， import and export value $ 14.17 billion， although the scale ranked four， but I'm a strong growth of 24.8% in Handan City， which exports $ 1.42 billion， an increase of 60.1%， an increase of the province first.

As China's foreign trade rights completely liberalized， non-state enterprises rapidly increasing proportion of exports， in 2003， the proportion of non-state-owned enterprises exported for the first time more than state-owned enterprises， accounting for half of exports， which exports the rapid development of private enterprises， foreign-invested enterprises increased rapidly individual business growth is good， the main export-oriented state-owned enterprises to the original diversification， the current private enterprises， foreign-invested enterprises were to become the first and second main export.

From the point of view of export commodities， mainly related to mechanical and electrical products， clothing products， steel， pharmaceutical chemicals， light industrial products， agricultural products categories. The beginning of reform and opening up， exports are mainly livestock， soil products and foodstuff， but also some textiles， light industrial products， garments， metal mineral products， the export commodity structure with low value-added primary products. After that， mechanical and electrical products exports gradually increase the proportion of traditional products， iron and steel， textiles and clothing， pharmaceuticals as the leading industry to accelerate the transformation and upgrading， the growth rate of linear rise， high energy consumption， high pollution and resource exports proportion gradually decreased. Currently value-added， high-tech electronic products， high-tech products have become the largest export commodity.

With the further implementation of the export market diversification strategy， emerging markets continue to develop， in the consolidation of the existing EU， the U.S.， South Korea， Japan and other traditional export markets， increased the ASEAN， the Russian Federation， Latin America， Africa and Oceania and other emerging market development efforts.

1.3 Handan problems in the implementation of export diversification

Handan area's main export markets are concentrated in three European Union， the United States， the ASEAN region accounted for most of the country， emerging markets accounted for a smaller proportion. In the EU， the U.S.， the top three exports to ASEAN countries and regions， the distribution ratio is not balanced， and the export market is too concentrated， heavily dependent on European and American countries markets.

On the whole， changes in the structure of export commodities from resource-based goods to textiles， garments， to mechanical and electrical products and high-tech products， although labor-intensive， low-elastic products in the export structure， the proportion declining but still not optimized， larger exports less competitive， and the gap between the developed countries.

2. The factors export diversification of Handan

2.1 Factors affecting commodity exports to the market diversification Handan

Lower export structure Handan positioning， product quality and added value， low-tech， the lack of branded goods， affecting export competitiveness and product image and long-term benefits of the product in the export market. And when you open up overseas markets， many developing countries， especially in Southeast Asian countries comparative advantage also focused on labor， leading to the export of products and exports of these countries with strong institutions， there is fierce competition， the impact of the international market development.

2.2 Government influence factors on the export market diversification Handan

Government export support system is not perfect， policy model is relatively simple， small tools， policy coverage is narrow， not enough corporate support， government support in credit， foreign exchange， insurance mostly biased in favor of large enterprises， small and medium enterprises to explore overseas markets， the lack of support， and SMEs explore international market， promoting the export market diversification important force.

2.3 Factors affecting corporate diversification of export markets in Handan

The private sector as the largest export theme， due to the structure， mechanism and scale less competitive in the international market， while the lack of talent and experience in international operations， the impact of international market development. Medium-sized enterprises which rely mainly on the domestic market， open up markets in developing countries in terms of awareness is not strong， do not focus on the markets of developing countries to improve product quality and perfect after-sales service， resulting in product credibility is not high， affecting the development of the depth development of the national market. The weak competitiveness of SMEs， although there open up the market's enthusiasm， but the lack of a long-term plan to open up the market， short-term behavior seriously.

2.4 Effect of the export market for the export market diversification Handan

Emerging markets and developing countries in accelerating economic growth though， but far from the place of American and European countries， and developing countries and regions strong competitors in the market， the short-term to American and European countries as the main export market， the pattern is difficult to change， and need to focus on developing emerging markets， there are many unstable factors are not standardized， open up the market for enterprises in these countries more difficult.

3. Improve suggestions of the diversification of export markets in Handan

3.1 Clear focus on export market development

An effective way to diversify export markets are hierarchical， respond to market segmentation， market vary widely in different countries and regions， the gap between rich and poor， the demand vary widely， based on the balance of the original export markets， strengthen the development of emerging markets.

3.2 Build industrial base， the implementation of cluster development

Establish "export enterprises to base aggregation， export industry cluster development" ideas， planning to build industrial parks， increase scientific and technological support efforts to improve product competitiveness， foreign trade enterprises for funding to support the development of enterprise product technical innovation to support R & D， innovation and foster export brand.

3.3 Improve the policy system， increase efforts to support SMEs

Clear corporate position in the implementation of the diversification strategy to encourage enterprises to actively participate in international competition， and constantly enhance the strength and competitiveness， optimize the export product structure， such as finance， insurance and information to provide more services for SMEs， improve trade in services promotion system， combined with each other to encourage SMEs to improve the ability to resist risks.

3.4 The role of industry associations， trade intermediaries， establish marketing system

In industry， business associations， trade intermediaries as a platform to explore overseas markets and corporate help system mechanisms to provide smooth and timely business information to help companies find opportunities to explore overseas markets and provide legal aid.

3.5 Export market diversification with the "going out" strategy implemented with each other

Encourage enterprises to go to establish a global marketing network， on the existing basis， to help companies adopt various means to explore the international market.

4. Acknowledgement

This article was financially supported by the issues key topics of 2012 Social Science Research and Development in Hebei （Grant NO. 201202032）， and the research project of 2012 Handan Philosophy and Social Sciences Planning （Grant NO. 201217）.

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