A Study On The Strategies Of The Enterprises To Deal With The EU 's Technical Trade Measures

With the acceleration of economic globalization and trade liberalization, the international trading rules are changing. Average tariff rates are declining. Other traditional Non-Tariff Barriers(NTBs) such as import and export quota, license, foreign currency control have decreasing restriction to imports. However, technical measures, with the form of technical regulations, standards and conformity assessment procedures have been growing in restricting trade. In recent years, EU has put forward a series of stringent technical measures in the toy sector under the name of health, safety and environment protection based on its competitiveness of science and economic development, bringing about unnecessary loss to Chinese enterprises in terms of economy and reputation.This paper elaborates the concept, functioning mechanism, development trend and impact to Chinese exports of technical measures on the basis of literatures both domestic and abroad. It also introduces business management theories such as SWOT analyzing method, value chain analysis, supplier management, differentiated strategy, diversified strategy and brand strategy. Take toy exporter “S company” for example, with a practical view to improve the capability of Chinese exporters and outcome in reacting to EU technical measures, the author systematically analyzes and summarizes the technical measure system of EU toy sector and its characters, and analyze the status quo and obstacles of S company.On this basis, the author further suggests, from the view of corporation management, 6 recommendations for S company, including: more research of EU technical measure system on toy sector, strengthen the communication with industrial associations and government bodies, take a more active role in standardization activities both domestic and internationally, build an alerting system of technical measures, participate into the bilateral negotiation of Chinese government with EU, improve the product portfolio and enhance the product quality.The innovation of this paper is to putting forward the reacting strategy aiming at the key stages of technical measures from the view of corporate management. The strategy advised by this paper for S company can also be expanded to other toy companies and other product sectors, and therefore has wide applicability.