《企业对外营销策略开题报告（英语）》

ResearchtopicsByintroducingtherangeandchangeofcurrentinternationalexchangeratefluctuations,thispaperdiscussesthesituationfacedbyChina'sexportcompanies,andputsforwardcorrespondingcountermeasuresintermsofriskavoidanceandmarketingstrategies,soastopromotethelong-termdevelopmentofexportcompanies.TitleTheStudyonmarketingstrategiesofexportenterprisesunderthebackgroundofforeignexchangefluctuationsTitledescriptionThistopicstartsfromtheintroductionofthecurrentinternationalmarketsituationthebackgroundofforeignexchangefluctuations,takingexportenterprisesastheresearchpoint,discussestheircurrentsituationanddevelopmentdilemma.Moreover，thethesisisgonnadiscussingfromthemarketingstrategydimensiontohelpenterprisesbetterfacethecurrentsituation.ResearchproblemdescriptionWhatmarketingstrategiesshouldexportenterprisesadopttocopewiththecurrentseveresituationofforeignexchangevolatility?ResearchsignificanceInrecentyears，Exchangerateriskhasbecomeoneofthemostcommonrisksinfinancialinstitutionsandeconomiesaroundtheworld.Buttheresearchtimeregardingexchangerateriskavoidancemeasuresisnotlasting,fordevelopedcountries,whichhaslastedfor50years.Thoughacertainamountofresearchresultshavebeenaccumulated,themainapplicationfieldissecuritiesmarketorfinancialmarkets,andlessinvolvedintheenterprise.WhenitcomestoChina,therelevantresearchwasnotcarriedoutuntilthe21stcentury.Asinforeigncountries,themainresearchfieldwasfocusedonsecuritiesandfinancialmarkets.Thispaperismainlybasedontheriskbroughtbyexchangeratefloatinginexportenterprise,soastoputforwardthecorrespondingmarketingstrategy,havingacertaintheoreticalvalue.WiththeappreciationofRMBinthepastfewyears,China'sexportenterprisesexportedthesamegoods.Althoughtheamountofusdollarswasrecoveredunchanged,theincomefromforeignexchangesettlementwaslessthanexpected.Thisindirectlyledtotheriseincosts,thedeclineinprofits,andthelossofmarketandcompetitiveness.Ontheonehand,thedevaluationofRMBwillalsobeunfavorabletodomesticenterprisesandincreasepeople'sexpectationofinflation,whichiscontrarytothetrendofinternationalizationofRMB.Inaddition,manyexportenterpriseslackastrongresistancetoforeignexchangefluctuationsandthecorrespondingmanagementmeasurestoavoid.Therefore,acomprehensiveandsystematicstudyoftheimpactofexchangeratefluctuationsonexportenterprises,andadiscussionofmarketingmanagementapproachestoimprovetheprofitabilityofexportenterprises,whichcangreatlyhelptograsptheimpactandcharacteristicsofexchangeratefluctuationsonthewhole,soastobreakthroughthetraditionaltheoreticalframeworkandresearchmethodsandmakeamorescientificandaccurateanalysisLiteraturereview（一）InternationaltradetheoryWhenitcomestoforeignexchangefluctuations,wehavetodealwithinternationaltrade,whichreferstotheexchangeofgoodsandservicesamongcountries(regions)intheworldandtheirconnectwitheachotherineconomy,scienceandtechnology.Atpresent,internationaltradehasbecomeoneofthestandardstomeasurethedevelopmentdegreeofnationaleconomy,andalsodeterminestheeconomicstatusandpoliticalanddiplomaticrelationsbetweenenterprisesofvariouscountriestosomeextent.Asearlyasthe1770s,AdamSmith,afamousclassicaleconomist,putforwardthebasiceconomicideaof"laissez-faire",whichwasalsoappliedtothetheoryofinternationaltrade.Inhisseminalbook,thewealthofnations,hereasonedfromtheexchangeofindividualstotheexchangeofstates.Hearguedthatifeveryoneproducedonlywhattheyweregoodatproducingandthentradeditforwhatothersweregoodatproducing,itwouldbemuchcheaperthaniftheywereself-sufficientinproduction,andthattherewouldbehugegainsincostandtechnologybetweencountriesiftheydidthesame.Therefore,hebelievesthatbothexportingandimportingbenefiteachcountry.AnothermajorrepresentativeofclassicaleconomicswasDavidricardo,healsoillustratedthebenefitsoffreetradeinhisbook"politicaleconomyandtheprinciplesoftaxation".Sincethebeginningofclassicaleconomics,people'sresearchoninternationaltradeisnolongerlimitedtohowtoconducttrade,butbeginstoextendtothethinkingonthecausesandresultsoftrade,aswellastheanalysisofcorrespondingpolicies.NomatteritisfromclassicalSmith,DavidRicardoortotheSwedisheconomistsEliHeckscherinthe20thcentury,andfromBertil0hlintocontemporaryeconomistssuchasPaulSamuelson,PaulKrugman,RenoldJonesandsoon.Alltheseeconomistshavemadeadetailedanalysisandargumentationforthetheoryandpolicyofinternationaltradetheoryfromdifferentanglesandaspects.Theinternationaltradetheoryisalsodevelopedconstantlyinsuchaprocess.exchangeratefluctuation1.ForeignliteraturereviewTherelativeresearchinChinaislessthanthatofwesterncountries.Theso-calledexchangerate,thatis,theexchangeratebetweentwocurrencies,canalsobesaidtobethevalueofonecountry'scurrencyagainstanother.Countriesalsouseexchangeratesforpoliticalpurposes.

Exchangeratescanchangeforinflation,politicalandeconomicreasons.Theriseandfallofacountry'sforeignexchangewillhaveanimpactontheimportandexporttrade,economicstructureandproductionlayout.

Asthemostimportantadjustmentleverininternationaltrade,thedeclineofexchangeratecanplayaroleinpromotingexportsandinhibitingimports.Asearlyas1923,maher,anAmericaneconomist,appliedelasticdemandtomakeananalysisonimportandexporttrade,puttingforwardthetheoryofelasticdemand.Britishfinancialscientistlerneranalyzedtheimpactofcurrencyexchangeratefluctuations

ontheimportandexporttradebalancebasedonMarshall'stheoryandtheanalysisof

elasticdemand.HealsoputsforwardthefamousMaherlerner'stheory,whoalsousedtheoreticalknowledgeandmodelbuildingtoanalyzetheinfluenceoftheappreciationordepreciationofthecurrencyonnationalforeigntrade.

Itisconcludedthatthesumofelasticdemandbetweenimportandexportcommoditiesmustbelargethan1.Buttherealityisthattherearealotofdifferentphenomena,somecountriesdidn'tmakeasignificantimprovementordeteriorationinthetradebalance

afterthedevaluation,andit.usuallyoccursoveraperiodoftimeinthefuture,whichshowsthetrackof"J"ontheaxis,sothetheoryisalsocalledthej-curveeffect.Thetheoreticalmodelsofexchangeratefluctuationscanbedividedintothreetypes,namely,exchangeratefluctuationsrestraintrademodel,exchangeratefluctuationsleadtotradeinertiamodelandexchangeratefluctuationspromotingtrademodel.HooperandKohlagen(1978),Dixit(1989),Canzoneri(1984)andBDeGrauwe(1992)supportedthesethreemodelsrespectively,buttherewasnoconsistentconclusionintheempiricaltest.SercuandVanhull(1992)Franke(1992),DllasandZilberfarb(1993)believethattheincreaseofexchangeratevolatilitycanpromotetrade.Chowdhury(1993),Caporale,Doroodian(1994)andDorodian(1999)foundthattheincreaseofexchangeratevolatilityhadainhibitoryeffectonrelationsbetweenChinaandAmerica.SasuerandBohara(2005)establishedaregressionmodel,takingtheexchangerateandinternationaltradedataofdevelopingcountriesastheresearchobject,anddrewtheconclusionthattheexchangeratechangeofdevelopingcountriesusuallyhasanegativeimpactontheirexporttrade,andthelowertheeconomicdevelopmentlevelofthecountryis,thegreaterthenegativeeffectwillbe.BahmanioskooeeandHarvey(2015)studiedandanalyzedthetradesituationbetweentheUSandSingapore,investigatedtheimpactofexchangeratefluctuationson141USexportindustriesand60usimportindustries,andfoundthatexchangeratefluctuationshadobviousshort-termimpactonthetradeofmostindustries.Lotfalipour,BazarganB(2012)studiedtheeffectofrealeffectiveexchangeratefluctuationsonIran'stradebalancefrom1993to2011.UsingtheGARCH(1,1)methodandthebalancedpaneldatamodel,thestudyshowedthattherealeffectiveexchangeratehadnospecialeffectonIran'stradebalance.2.literaturereviewathomeChenbiaoru(1992)calculatedthatthesumofChina'simportandexportdemandelasticitywas1.02,andbelievedthatthechangeofRMBexchangeratehadlittleimpactonChina'sexporttrade.Daizuxiang(1997)calculatedthatthesumofChina'simportandexportdemandelasticitywas1.33,andbelievedthatexchangeratedepreciationcouldeffectivelyimprovethetradebalance.Tanghai-yan(1995),peiping(1997),weiweixian(1997),xuzhangyong(1999),daiyongliang(1999)andothersallbelievedthatexchangeratefluctuationshadasignificantimpactonChina'sexport,whileCerra,Saxen(2002)andxiejianguo(2002)concludedthattherewasnoco-integrationrelationshipbetweenChina'sexportandtheRMBexchangerate.

Infact,itismorereasonabletostudytherealeffectiveexchangeratecalculatedbytakingintoaccountthepricelevelofbothsidesofthetradeandtheproportionofeachcountry'stradeinthetotaltradevolumeastheweight.Inthedomesticresearch,luqianqiananddaiguoqiang(2005)believethattherealexchangeratevolatilityofRMBhasasignificantimpactonChina'simportandexport.Liaoweidongandhuangjihai(2005)putforwardthatwhentheproportionofproductsincreases,exchangeratevolatilityhasagreaterimpactonexports.Theaboveresearchdoesnotstartfromthemicroperspectiveofexporttradeenterprises,butdirectly

usesthemacrodataofexchangerateandexportvolumeforregressionanalysis,andadoptsdifferenttechnicalindicators.Therefore,inordertoovercomethisresearchdefect,itisnecessarytobuildanexportenterprisewhichisinlinewithChina'sreality.Accordingtothemodel,theequilibriumanalysisiscarriedoutonthedecision-makingofenterprisesfacingtheriskofexchangeratefluctuations,soastoguidethemacroempiricalanalysis.Yaodaqing(2007)madesomeamendmentstotheabovemodelfromtheperspectiveofprocessingtradeenterprises.Inhisopinion,Chineseexportprocessingenterpriseshavethecharacteristicof"bothendsareout",thatis,rawmaterialscomefromabroadandfinalproductsaresoldabroad.Therefore,productioncostisnotonlyrelatedtooutput,butalsoaffectedbyexchangeratevolatility.Productioncostisafunctionofexchangerateandoutput.Accordingtothisrevisedhypothesis,yaodaqingproposedthat,forprocessingtradeenterprises,theimpactofexchangeratevolatilityontheirexportdecisionsdependsontheaddedvalueoftheirproducts.Theriseofexchangeratevolatilitywillincreasetheoutputandexportlevelsofhighvalue-addedenterprisesandreducetheoutputandexportlevelsoflowvalue-addedenterprises.Theresultsofitsempiricaltestarebasicallythesameastheconclusionsofthemodel.SWOTTheorySWOTtheoryisananalyticalmethodforstrategicmanagementofenterprises.Itistoclarifytheadvantages(S)anddisadvantages(W)inthemacro-environmentandmicro-environmentfacedbyenterprises,aswellastheopportunities(0)andtheactualorpotentialopportunitiesfacedbyenterprisesTstandsforThreat.Ithasbecomeanimportantanalyticaltoolforstrategicmanagementandcompetitiveintelligence.VeblenwasthefirsttodoSWOTresearch.Inhisbook“theapplicationofSWOT”,publishedin1899,heproposedtorankthevariousfactorsaccordingtotheirpriorityorinfluence.IntheapplicationofSWOTanalysisin2008,DeborahJMacInnispointedoutthattheapplicationofSWOTanalysisrequirestheuseofvariousinvestigationandresearchmethodstoanalyzevariousenvironmentalfactorsofthecompany,namelyexternalenvironmentalfactorsandinternalcapabilityfactors.Shenyu(2008)pointedoutSWOTintheapplicationofSWOTanalysisinthepositioningofregionalsustainabledevelopment.Analysisisaveryeffectivemethodtostudyenterprisecompetitionanalysis.ASWOTanalysisisessentiallyabattleconductbriefaudits,includinginternalandexternalaudits.Inthebook“SWOTanalysisandcountermeasuresforthedevelopmentandutilizationofChineseherbalmedicineresourcesinguangxi”,motong(2008)pointedoutindetailthepotentialadvantagesofSWOTanalysis,includingitsuniquecompetitiveness.Adequatefundingsources;AgoodcompetitiveSkillsandrecognizedmarketleaders:(四）The4PtheoryThe4PtheorywasproducedintheUnitedStatesinthe1960sandemergedwiththeintroductionofthemarketingmixtheory.In1953,NeilBordencreatedthe"marketinggroup"inaninauguraladdresstotheAmericanmarketinginstitutein1987.Theterm"Marketingmix"meansthatthemarketdemandismoreorlessaffectedbytheterm"marketingvariable"or"marketingfactor".

Inordertoseekacertainmarketresponse,theenterpriseshouldtakeintoaccountthesefactorssoas

tomeetmarketdemandandmaximizeprofits.Infact，Therearedozensofelementsinmarketingmix(themarketingmixbroughtbyBoDenoriginallyincluded12elements),In1960,

JeromeMcCarthysummarizedtheseelementsintofourcategories:(Product),(Price),(Place)and(Promotion)Inhisbook"BasicMarketing,",whichareknownas4Ps.In1967,Philipkotlerwentfurtherinthefirsteditionofhisbestseller,"marketingmanagement:analysis,planningandcontrol".Themarketingmixmethodwith4Psasthecoreisconfirmed.4Pmarketingtheoryissummedupintofourbasicstrategycombinations,thatis,Product,Price,PlaceandPromotion.（五）PESTenvironmentanalysisAmericanscholarsJohnsonGandScholesKproposedPESTmodelin1999.PESTisamacroenvironmentanalysismodelofanenterprise.Theso-calledPESTisPolitical(politics),Economic(economy),Social(society)andTechnological(technology).Thesearetheexternalenvironmentofanenterprise,whicharegenerallynotmasteredbytheenterprise.Thesefactorsarealsojokinglyreferredtoas"pest".“Pest”requiresseniormanagementtohaverelevantabilitiesandqualities.[1]UnitedNationstradeanddevelopmentorganization.Tradeanddevelopmentreport,1992[2]Chenxianetal.Internationaltradetheoryandpractice.Beijing:highereducationpress,2000(3]Chenxian,Ed.Internationalservicetrade.Shanghai:lixinaccountingpress,1995[4]Section201ofTradeActof1974[5]Section232ofTradeExpansionAct1962[6]Section301ofTradeActof1974[7]CuiLianbiao,ZhuLei,SongMalinandZhengHaitao.EconomicEvaluationofChina-USTradeFrictions[J].FinancialResearch,2018,44(12):4-17.[8]DaiShuanpingandJiYushan.WarningofChina-USTradeDispute:AcceleratingtheExertionofComprehensiveCompetitiveAdvantagestoPromoteIndependentTechnologicalInnovation[J].SocialScienceJournal,2018,(6):28-37.[9]LiWenfeng.EnlightenmentandThinkingofGlobalSupplyChainOperationModeonImprovingtheCoreCompetenceofChina'sForeignTrade[J].Intertrade,2011,(11):19-22.[10]PanYingliandZhouZhaoping.TheUS'sGlobalizationTrap,TradeDisputeDemandandChina'sStrategicResponse[J].InternationalEconomicReview,2018,(6):85-97+6.[11]ZhongFeiteng.BeyondHegemony:PoliticalandEconomicLogicofChina-USTradeWar[J/OL].ForeignAffairsReview(JournalofForeignAffairsCollege),2018,(6):1-30.[12]ZhaoYan.TheImpactandCountermeasuresofExchangeRateChangesonInternationalTrade-relatedEnterprises[J].ResearchofFinanceandAccounting,2010,(11).[13]WangYilan.ForeignExchangeRisksandCountermeasuresofImportandExportEnterprises[J].HebeiFinance,2006,(12).[14]ChenPingguandYongFen.MeasurestoPreventExchangeRateRiskforForeignTradeEnterprises[J].InternationalBusinessResearch,2008,(2).[15]YuJing.ForeignExchangeRiskManagementofForeignTradeEnterprises[J].Business&Economy,2011,(1).[16]WilliamsonJ.&MilnerC.,TheWorldEconomy-ATextbookinInternationalEconomics.HarvesterWheatsheaf,1991[17]MarketingInternationalA.GJolivot,MarketingInternational(Dunod),MarchesculturesetorganisationsN.PrimeJ.CUsunier(Pearson)[18]HustedS.&MelvinM.,InternationalEconomics.NewYork:Harper&RowPublishers,1990[19]AsheghicanP.&EbrahimiB.,InternationalBusiness.NewYork:Harper&RowPublishers,1990[20]GrossmanG.&HelpmanE.,InnovationandGrowthintheGlobalEconomy.TheMITPress,1991Theresearchmethods1.Literatureresearchmethod:collectandsortoutrelevantresearchmaterialsonexchangeratefluctuationsinrecentyearsthroughtheInternetandlibraries,andcarefullysortoutandreadthem,soastosetthedirectionfortheresearchandmakepreliminarytheoreticalpreparation;2.Caseanalysismethod,ThewriterwilllisttheproblemsintheoperationandmanagementofLexportenterprisescombiningwiththecurrentsituationdataofinternationalexchangeratefluctuations,andappliesthecorrespondingmarketingstrategiestopromotethedevelopmentofthecompany.3.Logicalanalysismethod:Logicalanalysismeasureswillbeappliedtodeeplyanalyzetheproblemsfoundintheresearchprocessinvariousaspects,analyzethereasonsfortheexistenceofproblems,andputforwardcountermeasuresandSuggestionstosolvetheproblemsbasedonwhatwehavelearned.ResearchplanIntroductionResearchbackgroundSincethebeginningofthe21stcentury,theeconomictiesbetweencountrieshavebecomeincreasinglyclose,andtheglobaleconomyhasbeeninanintegratedmode.Basedonthisinternationalsituation,theexchangeratehasundoubtedlybecomealinkandbridgetomaintaininternationaleconomicexchanges.Itcanbeseenfromtheofficialdatareleasedbytheworldbankthattheforeignexchangemarketistheworld'slargestfinancialmarket,withtrillionsofdollarsbeingtradedintheforeignexchangemarketeveryday,farlargerthanthestockmarketandthefuturesmarket.Hugeexchangeratefluctuationsareaccompaniedbyextremelyunstableforeignexchangemarket,whichnotonlyhasahugeimpactonmultinationalenterprises,butalsobringsgreatimpactandharmtoacountry'seconomy.Nearly40yearsofreformandopeninguphavemadeChina'semergingeconomiesdeveloprapidly.EspeciallyafterChina'sentryintotheworldtradeorganization,Chinahasleaptontothestageoftheworld'ssecondlargesteconomy.Theimportandexportbusinessofenterpriseshasbeengrowingyearbyyear.However,thecontinuousappreciationoftheRMBagainsttheusdollarhasnotonlycausedsubstantialfluctuationsinthecurrenciesofvariouscountries,butalsoseriouslyaffectedthebusinessofChina'sexportenterprises.Since2018,thetradewarbetweenChinaandtheUnitedStateshasbecomeincreasinglyfierce,andtheexchangeratebetweentheusdollarandtheRMBhasexperiencedhugefluctuations,whichundoubtedlybroughtsevereshockstoChina'sfinancialmarket.WhileChinaisnowwellpreparedforaU.S.tariffwar,thatdoesn'tmeantheyuan'svolatilityisstable.AstheRMBexchangerateisnolongerpeggedtoasingleUSdollars,butchangedtoafloatingexchangeratesystembasedonabasketofcurrencies,makingtheRMBexchangeratefluctuatingmorefrequently.TheforeignexchangerisksofChineseenterprisesarefurtherincreasing,whichwillaffectthepricesofproductsandrawmaterialsaswellasfinancingcosts,reducetheprofitsofenterprises,andweakenthecompetitivenessofChineseimportandexportenterprisesintheinternationalmarket.Internationaltradetheoryalsodevelopsunceasinglyinthisbackground,inordertomeettheneedsofsocialandeconomicdevelopment.Therefore,Thispaper,whichstartsfromthetradewarbetweenChinaandtheUnitedStatesandthedevelopmenttrendofeconomicglobalization,analyzesthetypesofforeignexchangerisksfacedbyChineseenterprises,soastoproposetargetedmeasurestoeffectivelyavoidforeignexchangerisksandputforwardaseriesofmarketingstrategiesforenterprises.Part1Chapter1Analysisofcurrentsituationandhistoricalexchangeratechangesof"L"exportenterprisesSection1Theanalysisoftheenterprise’scurrentsituationSection2ThetrendofUSdollarexchangerateof“L”companyinrecentyearsChapter2Exchangeraterisksfacedby“L”exportenterprisesSection1Enterpriseexchangerateriskidentificationandevaluation(comparisonofthemajorrisksoftheenterprisewiththeexchangerateriskSection2SeveralmajorforeignexchangeriskspresentedbytheenterprisePart2Chapter1Foreignexchangeriskmanagementof“L”exportenterpriseSection1ThebasicmeaningofriskmanagementSection2Currentsituationofforeignexchangeriskmanagementin“L”companySection3RiskmanagementmeasuresavailabletotheenterpriseChapter2ThecorrespondingmarketingstrategiesshouldbeadoptedbytheenterprisebasedonforeignexchangeriskmanagementSection1TherelationshipbetweenforeignexchangeriskmanagementandmarketingstrategySection2MarketingstrategiesthatenterprisescanadoptConclusionBasedonthecurrentsituationofmarketexchangeratefluctuationsandthedevelopmentofenterprises,theauthor,byconsultingalargenumberofrelevanttheoriesathomeandabroadandcombiningthetheoriesofSWOPand4Pandsoon,hasacertaindegreeofcontrolovertherelevantrisksfacedbyenterprises.Basedonthis,theauthorproposesspecificriskmanagementmeasuresandmarketingstrategies,whichaimstopromote

thehealthydevelopmentofenterprisesaswellastheorganicintegrationofChina'seconomicmarketandtheinternationalmarket,improvingChina'seconomicstatusofmarketeconomyintheglobalmarketTherelevantdataof“L”companyThehistoricalexchangeratechangeof“L”companyyeartheexchangerateoftheyuanagainstthedollar20106.828120116.621520126.300120136.289720146.142820156.228420166.642320176.751820186.370120196.7204TherelationshipbetweenexchangerateandmarketdemandImpactofexchangerateonimportandexport:thedeclineofexchangeratecanpromoteexportsandinhibitimports.Theimpactoftheexchangerateonprices:thedeclineoftheexchangeratewillcausetheincreaseoftheoveralllevelofdomesticprices;AhigherexchangerateACTSasabrakeoninflation.Impactofexchangerateoncapitalflows:exchangeratehaslessimpactonlong-termcapitalflows.Intheshortterm,theexchangeratedepreciates;Capitaloutflow;Exchangerateappreciationisconducivetocapitalinflows.(二）EnterprisedevelopmenttrendsinthetotalvolumeoftradeingoodsThechallengeofexchangeratechangesonbusinessesTheimpactofRMBappreciationoncorporatefinancialperformancewillvaryaccordingtotheindustryinwhichtheenterprisebelongs.FordifferencesIntermsofindustries,theeffectofRMBappreciationonthecostofcapitalandincomeofenterpriseswillalsobedifferentinthelongrun.Therearealsodifferencesinthedegreeofinternalchangestotheeconomicstructure,whichcanleadtodifferentgrowthratesamongdifferentindustriessituation,andmakethedifferencebetweenthebusinessturnoverofvariousindustries.RMBappreciationmeanstheequivalentvalueofforeigncurrencyconversionThevalueofRMBislowerthanthatbeforetheappreciationofRMB.Anequal-valueyuanwouldbeabletopayhigherforeigncurrencydebtsparagraph.Therefore,forenterpriseswithahighproportionofexternaldebt,theshort-termpositiveeffectisduetoone-timeexchangeearnings.Forenterpriseswithahighproportionofimports,alargeamountofliquidassetsorarelativelylargeamountofRMBassets,theappreciationoftheRMBwillhaveanimpactonthem.Ontheotherhand,theproportionofexportsisrelativelyhigh,foreigncurrencyassetsarerelativelylargeorthekindofinternationalcompliance(三）Programimplementationguarantee1.OptimizefinancialmanagementWiththeappreciationofRMB,thefinancialperformanceofenterpriseshasbeenaffectedtoagreatextent.Therefore,inordertoachievesustainabledevelopment,enterprisesmuststrengthentheirfinancialmanagementaccordingly,andactivelyoptimizeboththeirinternalcontrolandtheirassetandliabilitymanagement.Intermsofinternalcontrol,itshouldclarifytheimportantfunctionsofinternalcontroltoreducecostsandexpenses,improvecapitalutilizationrate,strengthenoperationandaccountingmanagement,andreduceenterpriseoperatingrisksandaccountingrisks.UndertheenvironmentofRMBappreciation,therelativepriceofimportedgoodswillbereduced.Throughimport,thecostwillbereduced.Therefore,enterprisesthatpurchaserawmaterialsandpartsfromabroadcanchoosetopurchaserawmaterialsandpartsfromabroadasfaraspossible.Inthisway,productcostcanbecontrolledbetterandproductcostcanbereducedtothegreatestextent.Forenterprisesholdingforeigncurrencyfunds,theyshouldstrengthenthemanagementofforeigncurrencyfundraisinganduseandimprovetheutilizationrateoffunds.Inaccountingmanagement,weshouldimprovetheaccountingandverificationmechanism,andimprovethefinancialpersonnel'sawarenessofpreventingexchangeraterisksandtheirabilitytocopewiththem.Assetandliabilitymanagementistorearrangetheaccountsofcashflow,profitanddebt,ortoconvertamongdifferentcurrencies,soastoachievethegoalofgreatlymaintainingthevalueofwhitebodyandeventheappreciationofassets.Assetsandliabilitiesshouldbemanagedflexiblytobalancetheinflowandoutflowofcashandminimizethepositionofforeigncurrency-denominatedassetsheldbyenterprises.TheappreciationofRMBmeanstherelativeappreciationofassetsdenominatedinRMBandthedepreciationofassetsdenominatedinforeigncurrency.Domesticenterprisesshouldpromptlyincreasetheproportionofassetsdenominatedinlocalcurrencyandreducetheinvestmentinassetsdenominatedinforeigncurrency.Forenterprisesfacingalargeamountofforeigndebt,theappreciationofRMBwillbringhugeexchangeraterisktoenterprises.Enterprisescanadoptthemostappropriatefinancingmethodaccordingtotheiractualoperatingconditions.2.ModerateincreaseinforeigncurrencydebtTheimpactofRMBappreciationonforeigncurrencydeb