| Because of the world financial crisis, global bank credit contraction, falling consumer demand, frequent international trade friction, resulting in the growth potential of China export commodities was squeezed. Chinese textile and clothing industry in particular, lack of own-brand, low value-added products, rising costs of domestic factors of production, development of foreign trade clothing enterprises are under double pressure against the internal and external factors. Therefore, China garment export enterprise how to improve control of the target market, enhancing corporate brand building and opening up a wider range of distribution channels, is rear facing enterprises in the times of the financial crisis and the need to address the real problem.This paper studies base on SA company, use of PEST analysis on macro-environment, from the scale of export quality, commodity prices, export markets, and so on, an analysis of the influence of export fluctuations in financial crisis. Through SWOT analysis reviews SA company has inherent problems. Empirical findings show:1, international market demand wither and escalation of protectionism is a major contributing factor to SA company exports slowed down;2, the rising costs of production factors has not translated into higher commodity prices, but constantly squeeze profit margins;3, relying too heavily on the mainstream market, weak brand awareness and the rise of emerging markets, price competition will only accelerate the loss of tourists. This SA company in the post crisis era international competitiveness must make adjustments on the business strategy. Export trade patterns enhance the control and expansion into new markets and major market; On own-brand building is based on quality, a solid dealer network propaganda; Diversification of international markets at the same time actively explore the domestic market, to enhance the competitiveness of enterprises and promote the sustained and steady development. |
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