A Study On Development Strategy Of Zhejiang International Business Group

After joining the WTO, China has witnessed great changes in its external environment. An important factor that determines survival and development of enterprises is whether their strategic choices are scientific and reasonable. Strategy is a means to seek a balance between enterprises and external environment, and it is also the principle that enterprises abide by when they determine their future direction and solve problems.Zhejiang International Business Group Co., Ltd.(hereinafter referred to as Zhejiang International Trade), founded in2008, is a solely state-owned company invested by the provincial government. Although Zhejiang International Business in2012has overcome many unfavorable factors both at home and abroad and made steady and healthy development, achieving double growth in sales revenue and total profit, in the post era of financial crisis, enterprises are still confronted with many problems to be solved, and they not only need to overcome many internal weaknesses but also face more external threats.American managerialist Joel Ross once said:"Without a strategy, an organization is like a ship without a rudder, going around in circles.""Enterprise strategy has a very important significance in coordination of the internal environment and the external environment, and in clear direction and goals of enterprise development. This thesis, adopting strategic analysis model, analyzes external environment, internal environment, competitive environment and overall strategy of Zhejiang International Business, and on the basis of it, the thesis also puts forward some suggestions for the enterprise’s future development.This thesis, taking Zhejiang International Business as a case study, analyzes its external environment and internal environment and makes a comparison between its advantages and disadvantages so as to have a clear understanding of its strength, weakness and external threats and opportunities. It also expounds the basis for enterprise strategic choice and makes a comment on its strategies.Based on theory of corporate strategic analysis, this thesis makes an analysis by employing method of PEST analysis, EFE matrix, IFE matrix, five forces analysis of Porter, SWOT analysis model and other tools and referring to the enterprise’s financial data, human resources data, enterprise management model and other information. On the basis of comprehensive consideration of strength, weakness, opportunities and threats, this thesis thinks that Zhejiang International Business should choose "SO strategy" and puts forward corresponding strategic measures so as to respond to market threats, improve corporate culture and enhance corporate competitiveness in the international arena.