Research On Transformation Of ST Company

After international financial crisis,the international demand is depressing continuously and the cost of production factors in China is rising sharply,which has caused the situation of foreign trade more complicated and serious,and the pressure of the whole industry is obvious increasing.Faced with international and domestic complicated background,and other multiple challenges,The traditional foreign trade enterprises which focus on original equipment manufacturer as their mainly business model are in urgent need of transformation.Recent year,Cross-border E-commerce is growing at a rate of more than 30%a year,which has become the new sources of trade growth in the future and the major business model of export business.What’s more,with a number of supportive policies issued by government in recent year,it also brings a booming development of Cross-border E-commerce industry.In the background of Cross-border E-commerce booming development,lots of traditional foreign export enterprises have found new ways to develop new business by opening online business.Based on the reach subject of ST Company,the paper conducts an analysis and research by following an idea "offer questions,analysis questions and solve questions".The paper studies the background of traditional foreign export enterprises in current market environment,and analysis,then put forward the significance of the research.The paper reaches the conclusion that ST Company have to transform based on the analysis of the current development situation and problems it faced.Through the analysis of stainless steel flatware export macro environment and micro environment,the paper has a comprehensive analysis and comparison,including adopting the PEST analysis method in macro environment and the Porter five-force model theory,and point out the current situation of stainless steel cutlery industry.The paper analyzes the market status of ST Company by SWOT analysis based on the analysis of current situation of stainless steel cutlery industry,therefore to recognize the competitive advantages,disadvantages,development opportunities and potential threats of the company,and formulate the suitable business strategy for ST Company according to the conditions of internal and external environment.,then analyzes each transition strategy.According to ST company transition target,the paper finally found through cross-border electronic commerce develops self-owned brand is the most suitable strategy,then the paper expounds the implementation steps.The paper is a strategy research for how to improve the core competitiveness and getting rid of the fate of elimination.The writer hopes to provide some value reference for domestic traditional foreign export enterprises in serious competition.