On Kaicong Hi Ya International Trade Strategy

Globalization of world economy brings both challenges and opportunities to enterprises,for which in the complex and volatile market situation,it appears critical to establish their right development strategy based on highly efficient resource allocation so as to achieve sustainable development by means of their comparative advantages.As one of industry and trade integration enterprises,Cathaya Company regards foreign trade as the locomotive and industry as its foundation.Under the present circumstances that textile enterprises suffer cut-throat competition and global market shrinks quickly,the company has to carry out a strategic choice.This paper analyzes the company's external environment which covers microenvironments,industries,coopetition relations and customer behavior characteristics and explores private strength of the company including organization structure,activity process,financial standing and corporate culture.Based on SWOT analysis method,we construct several alternative strategies and establish the optimal strategy of the company. We suggest that there should be two channels to achieve its strategic objective for the company in the future.On one hand the company must acquire its proprietary brand and realize home textile productive specialization,on the other it should try its best to expand domestic market.In the end,we elaborate the tentative plans and procedures,and offer some proposal for the company's following strategic practices.