市场营销外文翻译

The financial crisis on the impact of SMEs in China

and Countermeasures

By the U.S. sub-prime crisis triggered by the financial crisis spread to all areas of the world, has not only the financial crisis, but a history of rare and strong impact on the world Economic crisis. Integration into the world economy, China has also been greatly affected, especially SMEs. Since the reform and opening up, small and medium enterprises developed rapidly, China's industrial restructuring, to ease the employment pressure, technological innovation, promoting Economic growth has played a very important role, but this time the economic crisis of the majority of SMEs have been facing crisis of survival, if you do not have a high degree of attention and to take effective measures, it may cause greater volatility in the national economy, the threat to build a harmonious society. This article will brief analysis of the financial crisis on the impact of China's small and medium enterprises and to propose measures to bail out small and medium enterprises in order to be helpful. The financial crisis on China's enterprises, especially SMEs, is a very serious impact, resulting in a lot of SMEs are forced to cease operation or even bankruptcy. (1) market decline in aggregate demand, sales of small and medium enterprises affected.

The financial crisis had a direct impact on SMEs is a decline in export volume. The sub-prime crisis in the world economic recession, decline in international demand, China's SMEs, exports, reduction in export trade, which makes for a relatively high dependence on foreign markets, export-oriented small and medium enterprises in the production declines, the profit decline in the state, especially in the eastern coastal many enterprises have been cut, layoffs or even close. There are also turning to SMEs in the domestic market, in fact, depressed foreign markets, while domestic demand is declining, due to: the impact of economic transmission mechanism, the financial crisis has led to the stock market downturn and a decline in corporate profitability, is also a corresponding reduction in income the purchase of desire is not wang. On the other hand, from the financial crisis for the world economy creates a fear of mind to consumers, in order to take preventive measures, they try to curb government spending and reduce consumption. These have led to the difficult situation of domestic-based small and medium enterprises, or even bankruptcy. Reduction in the

face of market share, increasing competition among enterprises on the market the product even more serious oversupply of lower prices, corporate profit margins shrink, survival more difficult.

(2) The increase in cost, small and medium enterprises be further squeezed profit margins.

First of all, in recent years, raw materials and energy prices overall rose substantially higher prices for agricultural products, leading to increased production costs of SMEs; Second, the new 'Labor Contract Law' demand for workers on foot 3 business insurance, payment overtime, which is no doubt regulated employment system, and improving the income of the workers and safeguard the basic rights of workers, but on the other hand, this will also increase their labor costs and make Enterprise Management more difficult; again, due to environmental degradation, governments at all levels also increased environmental management efforts to require companies waste water treatment, exhaust gas recycling purification, for non-compliance emissions, polluting enterprises to adopt a deadline for correction according to law, and other measures, which also forced the The costs for enterprises to improve the environment. At the same time as the prices of production factors, enterprises pay for the cost of land use is also increasing.

(3) SME financing difficulties.

In recent years, SMEs widespread system is not sound Financial Management was not standardized, low mortgage guarantee agencies, Information opaque, such phenomena as lack of credit, resulting in difficulties in obtaining bank loans for SMEs, financing channels less difficult, insufficient funds, which SME Development has been troubled by a major 'bottleneck'. With the advent of the financial crisis, this issue become more prominent. In the context of world economic recession, SMEs operating difficulties, increased credit risk, banks in order to reduce the risk of their own to raise the threshold for lending to SMEs, lending amount is declining, which makes it more difficult for the financing of SMEs. Although countries have introduced financial institutions to increase credit support for SMEs policy, but because of the credit market Information asymmetry caused by the 'adverse selection' and the moral hazard problem would make the bank is limited enforcement of these policies. In addition, the advent of the financial crisis, the decline in aggregate demand, domestic and international markets, raw materials and energy costs, corporate profit margins narrow,

with the result of internal financing capacity of small and medium enterprises also dropped significantly.

Small and medium enterprises to promote China's economic development has an important role in helping small and medium enterprises out of difficulty, the Government is duty-bound, to come from the following aspects:

First of all, to improve the financing environment for SMEs to increase policy support. Local governments can finance through the creation of a special fund to develop small business loan interest subsidy system; the establishment of SME credit risks and increase the compensation funds, to increase loans to SMEs financial institutions to give appropriate compensation; perfect the security system and establish a security risk compensation mechanism, to reduce Small secured loan interest rate, increase the amount small secured loans; got the right to make good use private capital to expand the financing channels; to strengthen and improve the services for SMEs, to establish and improve social service system for SMEs. Second, relevant government departments should guide scientific Research institutes, colleges and universities with the SMEs 'production and research' combination of technological Innovation for SMEs to provide credit support to facilitate the transformation of scientific and technological achievements. Government policy is helping SMEs to cope with the financial crisis, external causes, the SME's own forces are internal, according to philosophical principles we can see that external and internal factors must play a role, but play a decisive role in internal and external causes by internal factors play a role. Therefore, SMEs can not simply rely on the Government introduced a large number of policies to deal with the financial crisis, SMEs play a decisive role in the survival or the enterprise's own strength, SMEs must take measures on their own, actively respond to the crisis. (1) reaffirm our confidence.

To overcome the financial crisis, should first of all confidence, clarify development ideas. As Premier Wen put it, before the crisis, confidence is more important than gold and currency, confidence is a source of strength to overcome the crisis.

(2) seize the opportunity.

First of all, use good policy. In order to maintain rapid and sound economic development, expanding domestic demand, the Government has stepped up its efforts to support SMEs in 2008, since the state has adopted a series of policies conducive to

the development of SMEs. If the mitigation aspects of SME financing difficulties, encouraging financial institutions to steadily increase the proportion of SME lending and the recognition of the legalization of private lending, etc.; in improving the financing environment, the PBOC promulgated the 'on further improvement of the views of financial services for SMEs' and 'on strengthening and improving the guidance of financial services for SMEs' and so on; in expanding domestic demand, encourage transformation and upgrading of processing trade enterprises and stability of capital markets. Make good use of these policies will help small and medium enterprises out of difficulties. Reposted elsewhere in the paper for free download Second, to attract talent. Financial crisis occurred in developed countries have laid off a number of large enterprises, which for our small and medium enterprises to attract foreign high-end talents and provide opportunities for overseas students; the same time, the financial turmoil on China's trade, finance and other industries affected relatively large, many of these industries enterprises are lower, and layoffs or bankruptcy, some or all of these enterprises need to re-career personnel, employment pressures, which for our small and medium enterprises to introduce low-cost, high-level managerial talent and financial talent to create opportunities. SMEs should seize this opportunity, reserve personnel, in order to lay a solid foundation for future development.

Again, within the framework of a global industrial restructuring opportunities. Europe and the United States and other developed economies affected by financial crisis relatively large, in order to cushion the slump in the domestic economy against the adverse effects of the manufacturing sector, the manufacturing sector in these countries is bound to transfer to developing countries, for China to become the world's largest manufacturing base with a come to a historic opportunity for development. China's small and medium enterprises should seize this opportunity to actively respond to and seek more funds intermediation, merger or acquisition of foreign scientific Research institutions, the upstream raw material supply enterprises and downstream product sales business, efforts to improve the technological content of products, reduce production costs, increase its global market share of sales and enhance China become the world 'manufacturing hub' status.

Finally, the industrial upgrading opportunities. The financial crisis, labor-intensive, management is poor, the net production of low value-added processing of primary

products or production-oriented enterprises be a major shock, facing the threat of closing or closed down, which forced some enterprises to strengthen management and technical innovation, to upgrade the Industry structure of level, taking product upgrading, winning by quality intensive type business model. At the same time, countries to enhance high-tech products to deep processing of agricultural products as raw materials for export tax rebate rate, reduced or eliminated coal, steel and other resources of value-added products is not high, the export tax rebate rate, which also forced a number of primary products processing enterprises the positive development of production of high-tech products, accelerate industrial restructuring and upgrading, upgrade the structure of export products and expand exports of hi-tech products and strive to enjoy the benefits of the export tax rebate policy.

(3) strengthening internal management and enterprises for independent innovation. First of all, we should strengthen management and improve operational efficiency. May take the following specific measures: to retain the best employees, enhance the exchange of ordinary employees, motivate and keep employees motivated, in-house to create a strong cohesive force, improve production efficiency; strengthen their internal management, and build an efficient organization structure, cutting management layers and links, and lower administrative costs; the introduction of specialized production, reduce operating costs of production in order to save money; right to dispose of idle assets to reduce asset loss, but also increase the capital reserves. Secondly, we must increase R & D investment, foster innovation. Production skills on staff training and training to develop staff's sense of Innovation and the establishment of innovative mechanisms to motivate staff, encourage staff to carry out technological innovations, forming their own unique core technology; the use of new Technology Research and development of new products and promote upgrading of products and take the brand development path, to improve the visibility of companies; on service innovation, build first-class service system and improve the corporate reputation.

(4) make full use of the Internet, to establish a suitable model of network marketing.

With the widespread use of the Internet, people in online shopping has become a fashion, which for the network to create the conditions for the emergence of marketing. Internet marketing, low cost, quick, is to boost sales in an effective way. SMEs should be based on characteristics of their products, customer demand for

Population characteristics, to establish a suitable model of the enterprise's network marketing.

(5) SME joint between horizontal or vertical will help enhance the competitiveness of enterprises. SMEs, due to management, technology, capital and so there are more disadvantages of going it alone is difficult to compete too large enterprises, so in order to improve competitiveness and enhance strength, producing the same or similar products, enterprises and enterprises upstream and downstream of the , are all can be horizontal or vertical, so that is conducive to the formation of economies of scale, lower transaction costs, reduce management costs and production costs, improve efficiency, avoid price wars and malicious competition; but also help to improve operational capability of enterprises, financing capability, science and Technology Innovation ability and management level, enhance their ability to withstand the crisis. In the economic globalization, China will inevitably be drawn into the financial crisis, in which Chinese SMEs have been hit is quite large. SMEs in order to successfully tide over the difficulties, in addition to helping the government, SMEs themselves also need to strengthen confidence, seize opportunities, improve enterprise capability of independent innovation and establish an appropriate network Marketing model lateral vertically integrated companies, only to take these measures will be useful in the context of the financial crisis to survive and develop, can we remain invincible in the fierce competition in order to achieve the post-crisis grow.

References

[1] Wu Qun: 'The global financial crisis environment for SME development Analysis'

[J];' Nanjing Institute of Politics Journal of '2008 (6): 43.

[2] Zhanbi English: 'on the global financial crisis on the impact of private enterprises

and coping thinking' [J]; 'Central Institute of Socialism Journal of '2009 (2): 77. [3] Feng-Ying Zhang: 'Financial crisis SME Marketing Strategy' [J]; 'academic papers

on '2009 (13): 15. Reposted elsewhere in the paper for free download

金融危机中国的中小企业的影响及对策由美国次贷危机引发并蔓延到世界所有地区的金融危机，不仅是金融危机，更是一种世界历史罕见的强烈影响和经济危机。同时，对于中国融入世界经济，也受到很大影响，尤其是中小型企业。自改革开放以来，中国的产业结构调整使得中小型企业迅速发展，并在缓解就业压力，技术创新，促进经济增长等方面都起到了非常重要的作用，但这个时候，中小企业大多数已面临生存危机，如果没有高度重视，并采取有效措施，将可能造成更大的经济波动。本文将简要分析金融危机对中国中小企业的影响，并提出一些措施来拯救中小型企业。

金融危机对中国的企业，尤其是对中小型企业是一个非常严重的影响，造成了不少中小型企业被迫停业，甚至破产。

（1）市场总需求下降，影响中小型企业销售。

金融危机对中小企业的直接影响是出口量下降。在世界经济衰退的情况下，需求下降导致中国的中小企业将要减少出口贸易，出口型企业面向中小企业的利润下降，特别是在东部沿海许多企业，已经在削减，裁员，甚至关闭。也有中小型企业转向国内市场。事实上，国外市场低迷也会导致国内需求下降，原因是：经济传输机制的影响，金融危机导致股市低迷和企业盈利能力下降，也是一个相对减少购买欲的重要因素。另一方面，为了消除金融危机带给消费者的心理恐惧，他们试图遏制政府开支和减少消费。这些导致国内的中小型企业更难生存，甚至可能破产。面对市场份额的减少，企业之间日益激烈的竞争使得市场上价格较低的产品严重供过于求，企业利润率也在缩减，生存更加困难。

（2）企业成本在增加，中小企业进一步挤压利润率。

首先，近年来原材料和能源价格总体上涨，农产品价格大幅度提高，导致中小企业的生产成本增加；其次，新的劳动合同法要求商业保险为职工，支付加班费，这是毫无疑问规范用工制度，提高工人的收入和保障工人的基本权利，但在另一方面，这也将增加他们的劳动成本，使企业管理更加困难；再次，由于环境退化，各级政府增加了环境管理力度，要求企业废水处理，废气回收净化排放，对不遵守继续污染的企业采取限期改正，并依法采取其他措施改善环境，这也迫使企业的成本增加。在生产要素价格不变的情状况下，企业支付的土地使用成本也越来越多。

（3）中小企业融资困难。

近年来，中小企业普遍存在制度不健全、财务管理不规范、较低的抵押贷款担保、信息不透明、信用缺乏等现象，导致中小企业获得银行贷款、融资渠道都

很困难，而资金不足一直是困扰中小企业发展的主要瓶颈。随着金融危机的来临，这个问题变得更加突出。在世界经济衰退的背景下，中小企业经营困难，信用风险增加，银行为了减少自己的风险，提高其对中小企业贷款的门槛，贷款金额在下降，这使得它更难以对中小企业融资。虽然各国纷纷出台金融机构增加对中小企业的信贷政策支持，但由于信贷市场信息不对称的政策所造成的逆向选择和道德风险问题，将使这些银行是有限的执行。此外，金融危机的来临，使这些地区的总需求以及国内和国际市场，原材料和能源成本，企业利润率均有所下降，导致中小企业内部的融资能力也显著下降。

中小型企业对促进中国的经济发展具有重要作用，帮助中小企业走上坡路，政府责无旁贷，主要有以下几个方面:

首先，改善融资环境对中小企业提高政策的支持。地方政府可以通过创造一个财政专项资金，建立中小企业信用风险、提高补偿资金、以增加贷款的金融机构对中小企业给予适当的补偿；完善的保障制度，建立安全风险补偿机制，以减少小额担保贷款利率，提高小额担保贷款的数额；正确的利用好民间资本，扩大融资渠道，加强和改善对中小企业的服务，建立和完善社会中小企业服务体系。

其次，政府有关部门应引导科研机构、大专院校和中小企业的生产和科研相结合的技术创新，为中小企业提供信贷支持,便于科技成果的转化。

政府的政策是帮助中小企业应对金融危机，外部原因，中小企业自身的力量是内部的，根据哲学原理，我们可以看出，外部和内部因素都必须发挥作用，但在内部和外部因素同时发挥作用时，内因起决定性作用。因此，中小企业不能仅仅依靠中国政府采取的一系列政策来应对金融危机，只有发挥自己的力量才能起到决定性的作用，他们必须靠自己采取措施，积极应对这次危机。

（1）重申了我们的信心。

为了克服金融危机，首先应该有信心，理清发展思路。正如温家宝之前提到的，信心是一种力量的来源，要克服金融危机，坚定信心比黄金和货币更重要。（2）抓住机遇。

首先，使用良好的政策。为了保持经济快速健康发展，扩大国内需求，政府已加强努力，支持中小企业，2008年以来，国家采取了一系列政策有助于中小型企业的发展。好好利用这些政策将是帮助中小企业走出困境的唯一机会。

其次，要吸引人才。金融危机发生在发达国家，这为中小企业吸引已经被解雇的外国高端人才，海外学生提供了机会；同时，金融市场动荡对中国贸易、金融和其他行业的影响相对较大，这些行业的很多企业都在降低、裁员，甚至破产，这些部分或全部的需要重新就业人员，面对巨大的就业压力，这为我国中小型企

业推出低成本，高级别管理人才和金融人才创造机会。中小企业应抓住这个机遇，储备人才，为今后的发展奠定坚实的基础。

再次，把握全球性产业结构调整的机会。欧洲和美国以及其他发达国家金融危机影响相对较大，为了缓和国内经济下滑对其制造业产生的负面效应，这些国家的制造业必然要转移到发展中国家，中国要成为世界上最大的生产基地这个历史性的发展机遇来了。中国的中小型企业应抓住这一机遇，积极应对，寻求更多的资金交易中介、合并或收购的外国科学研究机构、上游原料供应企业、下游产品的销售业务，努力提高产品的科技含量，降低生产成本，提高其全球市场销售份额，提升中国成为世界制造业中心的地位。

最后，产业升级的机会。金融危机，劳动力密集，管理差，对于低附加值加工生产的主要产品或生产型企业是一个重大的冲击，面临关闭或倒闭的威胁，这迫使一些企业加强管理和技术创新，提升产业结构水平，以产品升级，以质取胜密集式的业务模式。与此同时，国家加强以高科技产品和农产品为原料的出口退税率，降低或取消其他煤炭，钢铁和其他资源的产品附加值不高，这也迫使许多初级产品加工企业的良性发展，生产高科技产品，加速产业结构调整和产业升级,提高出口商品结构和努力扩大出口高科技产品，享受出口退税政策的好处。（3）加强企业内部管理和自主创新。

首先，我们要加强管理，提高运作效率。可采取以下具体措施：留住最优秀的员工，提高员工日常交流，激励和保留员工的积极性，在内部形成强大的凝聚力，提高生产效率，加强企业内部管理，并建立一个高效的组织结构，削减管理层次和环节，降低行政成本，引进专业生产，降低生产经营成本，以节省资金;有权处置闲置资产以减少财产损失，而且也增加了资本储备。其次，我们必须加大研发投入，促进创新。对生产技术人员进行培训，培养员工的创新意识和创新机制，激励员工、鼓励员工进行技术创新，形成自己独特的核心技术，使用新技术研发新产品，促进产品的升级与发展，走品牌发展道路，服务创新，打造一流的服务体系，提高企业知名度。

（四）充分利用互联网，建立一个合适的网络营销模型。

随着互联网的广泛使用，人们在网上购物已经成为一种时尚，这为网络市场的出现创造了条件。网络营销，成本低，见效快，是提高销售的有效方式。中小企业应根据其产品的特点，客户群体需求的特点，建立合适的网络营销企业模式。

在经济全球化的推动下，中国将不可避免地被卷入这场金融危机，其中中国的中小企业受到的冲击是相当大的。此外，中小企业要想成功渡过困难，必须借助于政府的帮助，中小企业自身也需要增强信心，抓住机遇，提高企业自主创

新能力，在公司中建立适当的横向纵向一体化的网络营销模式，只有采取这些措施才有助于在金融危机背景下的生存和发展，才能在激烈的竞争中立于不败之地，以实现危机后的增长。

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