Cixi Import And Export Corporation Strategic Studies

Since the opening and reform policy, the opening policy of China has been extended greatly, it led to the omnidirectional and staged opening pattern and long-lasting development of national product.The foreign trade of China was 2207 billion dollar, and ranged the first one in the world.Under the impact of finiance cirsis all around the world in 2009, the chinese foreign trade industry exposured many problem, including the advantage of "made-in-China" descended,industry and value-chain baddish, Low anti-risk capability and so on.The products,markets and models of chinese foreign trade need great change.As one of the best foreign trade companies in Nibo City, the achievement of Cixi Importing and Exporting company descended in 2009 after many year's high-speed increasement. The competing environment of company is deteriorating, the company is faced with stage revolution and re-orientation.Take I.E. as the example, on the basis of macro-economics, six-force model, value-chain theory and SWOT analysis, this paper analyzes the problem of I.E., studies on the strategy choice and implementation. In this way, the paper provides I.E. with an appropriate and feasible competitive strategy.The paper is divided into 6 parts. The first part is to describe the general situation, management theory and culture, evolution and problem of I.E., it offers basic information sustentation. The second is to describe station and effect of the world,China and Zhejiang Province under the impact of finiance crisis, it offers basic bakcground. The third is on the basis of resource analysis of the company, analyzes the six-force model including providers, buyers, competitors, complementarities,latency enters and replacers,also describes the strengths,weakness,opportunities,threats systematically by the method of SWOT, supplying the important basis for researching and drafting continuable development strategy in the following text. The fourth is to set down the foundational strategy, value-chain strategy and the operation strategy of direct export, trade agent model,and import,as the result,confirm the strategy of I.E.. The fifth part is to draw the implementation strategy according to the strategy of I.E..The sixth part is a conclusion of the paper.The research methodology discloses the guiding effectiveness of management theories on solving problems in enterprises. The threats and challenges faced by I.E. are indeed the similar ones by other foreign trade companies in China. Therefore, the research results can be used as reference for other foreign trade companies when establishing competitive strategies.