Development Strategy Study Of Xinjiang Zhongrui Hengyuan Trading Group Ltd.

Xinjiang Zhongrui Hengyuan Trading Group Ltd. is a state-owned enterprise which is directly under the Bingtuan Twelfth Division,it was founded on April 28, 2011. Along with gradually increasing downward pressure on economic, the development of this enterprise is gradually falling into the predicament, for instance, the sustainable development and enhancement of management level in this enterprise is seriously affected by the lack of management personnel; As this enterprise was newly established,the internal construction such as operating mechanism is incomplete; Other difficulties the enterprise is facing are prolonged marketing development cycle, slowly inward flood of capital, financing difficulties, intense market competitions, and difficulties in attracting investment. At present, the enterprise determines to adhere to the national development of"the silk road economic belt" planning, closely concentrating on constructing the main line of "large commerce, large logistics, large circulation" development strategy. However,the enterprise has not developed an appropriate strategic plan yet.Based on the systematic analysis of the actual development of Xinjiang Zhongrui Hengyuan Trading Group Ltd., this paper macroscopically analyzes the external environment of this enterprise, especially on market demand, advantages and disadvantages, and internal environment. SWOT analysis method is used to study the opportunities and threats raising from internal and external environment of the enterprises, and to diagnose problems, analyze problems targetedly. Based on the studies of business model, management system, development ideas, and use of human resources, this paper provides a feasible scheme for the strategy development of the enterprise, it concludes the executable development strategy of the enterprise.This paper finally proposes an enterprise development strategy choice and supporting measures and the suggestions related to strategic implementation, helps the enterprise to establish enterprise mission, improve enterprise culture and define development direction.