| China has made rapid development in economy and remarkable achivements in foreign trade since the implementation of reform and opening-up policy.Chinese foreign trade companies also experienced their gold era of development in the following more than 20 years.However,China gradually released its permission of foreign trade after entry into WTO.In recent years,the living environment of Chinese foreign trade companies esp.small and medium-sized foreign trade enterprises is deteriorating increasingly due to the decrease of export refund rate,the appreciation of RMB,the soaring cost of raw material and labor demestically,shifting down of international economy and slack demend of international market after the financial crisis in 2008.Therefore,small and medium-sized foreign trade enterprises in China should encounter the reality and break down the predicament to achieve long-term development.Hebei ZN Import and Export Corp.Ltd.is taken as an example in this thesis.In the first place,background of the thesis,purpose and significance of the research and research methods are stated and related theories about development strategy are introduced.After that,the living conditions of ZN corporation is studied.The external,internal and industry circumstances of it is analysed and an over-all diagnose with SWOT analysis method is made.Then,the author proposes that ZN corporation should convert its management style from pure export to export trade,demestic trade subsidiary mode,drafts the development objectives for ZN,and finally works out a set of stratigies for different phases.It's suggested that related diversification strategy be taken this phase,and market development stratey,market penetration strategy,prodcut development strategy and backward integration strategy be taken next phase.Focus strategy should be taken when strategic business units are competing.In the end,the author presents specific ways to implement and carry out the chosen strategies. |
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