The Research Of Development Strategy Of Yd' S Business

YD is a well-known foreign trade enterprise locates in Shanghai. Due to the integration of its international logistics business and trade agency business, the company achieved rapid development and its import & export volume reached 200 million U.S dollars within a few years. However, the sustained and stable development of YD is more and more affected by other factors such as increasing market competition and changes in internal and external environment. Therefore, there is necessity to focus on business strategy research so as to scientifically plan the company future development.This article adopts the research method of linking theory with practice. Reviewed the related strategy management theory and analysis tools, combined with my rich experience in YD, and consulted a large number of references, this article has been finished at last. At first, as for the external environment, the article analyzes the industrial features and competition structure for the industry by Five Forces Model. It utilizes PESTEL model to analyze the macro environment which affects the development of YD. Furthermore, through the analysis on the trends of foreign trade industry by EFE, it comes to a conclusion that the macro environment provides a good opportunity for the development of YD, but at the same time brings threats such as restriction in policy and serious competition.In the part of internal environment, through the analysis (by IFE)of elements such as enterprise organizational structure, enterprise resources, enterprise capability, etc., the article compares YD with competitors, and summarize its competitive strength, and weakness. The article makes the conclusion by SWOT analysis tools for the strength, weakness, opportunities and threats of the company, then the article proposes the concentric diversification and internationalization strategy which YD shall be implemented. Meanwhile, from human resource, marketing and information system, the implementation suggestions are provided.The conclusion of this article not only provides the instructive value for YD, but also has the significant reference and consultation value for other companies engaging in foreign trade industry.