Survival And Development Of Dongfeng Automobile Import And Export Corporation

With gradual merging into the world economy, China is impelling overall connection with the world, therefore great changes have taken place in the internal and external environment of state-owned foreign trade companies. The coexistence of opportunity and threat makes these companies explore living and development strategies suitable for current economy. Dongfeng Motor Industry Imp. &Exp. Co., Ltd., hereinafter as DFM, as a foreign trade company of a large state-owned enterprise, is also confronted with the general problem, as well as its own problem. It is significant to find out a new development strategy in the new environment for the future of DFM.Foreign trade companies have been deprived of trade franchise, which leads to heavy talents loss, and makes the competition between domestic enterprises expanded to global: it is a hard moment for survival. On the other hand, DFM has been offered a development stage due to the trend of globalization and specialization & socialization of industry. The foreign trade circle has been diversely effected by China's fast development, regional economic crisis and world terrorism. The vehicle industry is also affected by laws & regulations in different countries and by different social & cultural factors. It is important for DFM to improve competitive power by ways of applying modern techniques and new management concepts.There are many general problems in DFM, for example, the company's market position, organization structure, management system, human resource and trade scale, etc. DFM has reflected its own characteristic in the general problems. It is greatly threatened by the changed foreign policy, changed industry structure and talent losses. However, opportunity exists at the same time. With China's entry into WTO and normal economy order, the key to manipulating survival and development strategy for DFM and the like companies is: whether they can gain advantage in products, market, technology, customers and capital, and correctly analyze the structure in both industry and specialized field.DFM should adjust and define its development strategy based on its own situation. DFM has its superiority, inferiority, competitive threat and opportunity, so it should adopt the following strategies: dedicating to the business in car field; cautiously entering the unfamiliar field; realizing the differential between products and service; establishing the company brand of DFM" with several big projects; realizing diversity of business strategy and keep improving the economic growth; building up the talent strategy of "people first".These companies including DFM may innovate from the structure system, reform personnel system, change business strategy and system and develop the core competition advantage of the enterprises. Of course, there will be difficulties, but as long as they are carefully researched and treated, the strategy can be carried out smoothly.The author has made a research in the development strategy of the state-owned foreign trade companies, based on the example of DFM, and hoped that it might be of help in some aspect to these companies.