Study On Development Strategy Of Small And Medium-sized Ceramics Foreign Trade Enterprises

China Small and Medium–sized ceramics foreign trade enterprises, which appeared in the end of last century, is the result of planned economy. And the moderate monopoly on the managing right of foreign trade and automatic outspreading of ceramics enterprises which are high energy-consuming and high-polluting are the basis of their existence. After China is admitted into WTO, the right of foreign trade is gradually unlocked and various ceramics manufacturing enterprises gain their exporting rights. So ceramics foreign trade has been transformed from monopoly to free competition and the small and middle-sized ceramics foreign trade enterprises can not enjoy the advantages as they did before any longer. And the rising price of energy sources and the fierce competition in the market make ceramics an industry with a narrow margin of profit and an industry which bring negative profit. All these show the disadvantages of small and medium-sized enterprises in competition which are concealed by monopoly. In order to survive in the high-competitive market, these small and medium-sized enterprises face great challenges.The managing model of small and medium-sized ceramics foreign trade enterprises is onefold; that is, the simple"buy and export"model. They are not good at designing their product or building their brand. They even do not have their brand at all. They can only function as the export agents, which is an important cause of their plight. This kind of managing model, which gain profit from the price difference between purchase and sale, can not form the core competitive power of such enterprises, not to mention the long-term developmental strategy. And the competition is usually focused on the price and quantity among these enterprises. This kind of competition leads to nothing but lower price and narrower profit accordingly. So, based on the researches done by former researchers and combing theory with practice, this paper analyzes the environment of competition of these enterprises in a detailed way and puts forward creative ideas on how to change the onefold managing model and make core competitive power oriented developmental strengy for these enterprises.At first, this paper makes it clear that the object of research is the small and medium-sized state owned ceramics foreign trade enterprise; and then makes a summary on the status quo and shortcomings of the researches on such enterprises done both at home and abroad and puts forward the researching method, content and creative points of this paper. Secondly, based on the analysis on market environment of such enterprises, using the theory of core competitive power and the knowledge of supply chain management, and taking the case of Qiangpu ceramics foreign trade company as an example, this paper makes an assessment on the exterior and interior causes. Thirdly, based on the assessment of exterior and interior causes and combined with SWOT, we put forward the idea of building the core competitive power and making the developmental strategy changing the managing model of such enterprises. At last, based on the commonness between Qiangpu company and other ceramics foreign trade companies, this paper has a deep study on development strategy of small and medium-sized ceramics foreign trade enterprises.