S Import And Export Corporation's Competitive Strategy Research

International trade is facing huge impacts and challenges under the present background of both domestic and international economic status.The world economy is in a downturn continuously,lack of strong growth momentum while tendency of trade protectionism is becoming increasingly seriously;at the same time,the growth rate of China's economy has slowed down into a period of 'new normal' for deep transformation and upgrade.In the context of above,the development of large-scale enterprises for import and export of state-owned are facing greater challenges.In this paper,S company is taken as an example to explore how to select new competitive strategy for state-owned enterprises in such a new situation in order to realize transformation and upgrading then stand a position in the market full of fierce competition.Within this thesis,the main problem of study is presented firstly,then PESTEL model is adopted to analyze the external macro-environment and the industry environment is also demonstrated via Michael Porter's Five Forces Model.State-owned import and export companies have lost the franchise of foreign trade.But the central government has pointed out the direction of deep transformation for them and formulated 'the Belt and Road' as a national top-level strategy,providing a rare opportunity for development.However,the development may be threatened by subsiding of demographic dividend,aging population,impacts created by rapid development of internet and information technology while competition in the field is quite intense and new trend is emerged,which should not be underestimated.In addition,systematical analysis about the internal abilities has been done.Actually,thanks to the accumulation collected among decades and priorities from the background of state-owned,Company S enjoys exclusive advantages,which are not available for SME and common manufactories.Due to lack of integrated use of these strengths,the profit model is quite simple so it's hard for the existing diversification strategy to lead further development.On the basis of above,SWOT model is applied to summarize strengths,weaknesses,opportunities and threats of Company S.Moreover,after analyzing and summarizing the details showing in SWOT matrix,a new perspective is put forward:jump out of specific business details and focus on the dimension of information integration,combining products,information and investment together to re-examine the available strategic directions in SWOT analysis then select Differentiation Strategy finally rooting on the essential of 'Integrated Information Service'.You will find the strengths and external opportunities of company S can be closely integrated.We could re-organize the business and follow 'the Belt and Road' closely to act as a media of 'going global' and transaction 'organizer' with high efficiency so as to establish extension&integration of industry chains,domestic&international trades,and diversified operations based on the integration of information and resources available,then realize strategic transformation.Therefore,company S needs to transform from following five main aspects to ensure the implementation of the new strategy:structure organization,information&resources integration,brand positioning and management,human resources management and prevention of investment risks.