A Study On The Development Strategy Of Small And Medium Sized Foreign Trade Enterprises

Since the implementation of reform and opening up, mainly dominated by OEM processing, Chinese foreign trade enterprises have developed rapidly. Export trade became the major impetus of the fast-growing Chinese economy. "Made in China "has been famous all over the world and become the main force of the international trade in just a few years. With the change of international market environment, Chinese export-oriented economy met the unprecedented challenges in support of China's economy ongoing steadily more than 30 years. With the increase of labor and raw materials costs and also the fast-rising of other surrounding countries, which have made the international competitiveness of Chinese manufactured products increasingly weakened. According to the current situation, Chinese foreign trade enterprises need analysis their strategic status and existing problems seriously and make an operable measures for how to be out of the dilemma and achieving the "gorgeous turn" has become an inevitable choice for many foreign trade companies.In consideration of the actual situation of X company, this paper analyses the main reason that the foreign trade business of X company has become increasingly difficult currently and propose the company must change its development strategy if they want to reverse the current difficult situation. To realize the transformation in organizational structure, management processes and business model and to achieve innovation in the product design, development, management of supply chain and production and customer service, the company need transform to be a comprehensive foreign trade enterprise and its business types include agent, brand, retail in order to build a new core competitiveness and profit margins. It is the key to maximum its value by taking full advantage of inherent resource, service and integration of the foreign trade enterprise further. According to enterprise's actual circumstances, the paper analyses the strategic transformation, weaknesses, opportunities of enterprise transformation by using the analysis methods of SWOT, PEST and Porter five. Combined with the development of the enterprise strategy and the knowledge of marketing, the paper gives some countermeasures for how to realize the smooth conversion of X company and also hope that uncover an unfolding experiment to other trading companies in the same industry.