Research On Strategies To Enhance The Competitiveness Of A Company Under The Influence Of COVID-19

In recent years,global trade barriers have intensified and the development of world economy and trade has come to a halt.According to the CPB World Trade in Goods and Exports data,the world trade in goods in 2019 decreased by 0.45 percent from 2018,the first decrease since the 2008 global financial crisis.With the outbreak of the novel coronavirus,policies such as traffic control and restrictions on the movement of people have been introduced all over the world,making the global economic and trade environment more severe.The COVID-19 pandemic has hit global economic demand and global supply chains,worsening China’s overall foreign trade environment and making it difficult for companies to explore overseas markets.The main products of A company are military and police uniforms,professional clothing,tactical vests,backpacks,sleeping bags and other military and police equipment.It is a production and support base for military logistics products of Chinese military and armed police.Under the double blow of fierce competition in the industry and the COVID-19 epidemic,military garment enterprises are facing unprecedented impacts and challenges,and it is particularly important to improve their competitiveness at this time.Based on traditional international trade theory,modern management theory,international competitiveness theory and enterprise competitiveness theory,this thesis analyzes the macro-environment and competitive environment of Company A with PEST theory and Porter’s Five Forces Model theory,and points out four factors affecting the improvement of enterprise competitiveness of Company A: Enterprise resources,innovation ability,marketing ability and management ability.On this basis,combined with the characteristics of the enterprise itself,this thesis sets up 12 representative evaluation indexes and establishes the enterprise competitiveness evaluation index system of A company.For the selected sample enterprises,relevant panel data were obtained through questionnaires,interviews and other means,and the factor analysis model was selected to analyze and process the data,and finally the evaluation conclusion on the competitiveness of Company A was obtained.Through the above research,it is concluded that the overall competitiveness of Company A is relatively high.Among them,the enterprise’s resource advantage and the enterprise’s innovation ability contribute more to the improvement of the enterprise’s competitiveness level.Against the background of COVID-19,A company can continue to improve its competitiveness by improving its marketing and management capabilities.