Study On The Strategic Transformation Of Traditional Export Enterprises

In recent years,global economic and trade growth has been sluggish,international trade protectionism has intensified,besides,the domestic overcapacity has increased,while the cost of production factors has risen,and the Internet economy has swept the world.Under the influence of many domestic and foreign factors,the export of China's labor-intensive industries has entered a downward path.As a result of it,foreign trade enterprises have been greatly impacted,and have to consider about the strategic transformation.LD foreign trade company is a traditional architectural ceramics export company,it experienced the export trade of the golden period,but also encountered the challenge of continuous decline in performance.Based on the theories related to strategic management,this paper takes LD company as the research object,adopts literature analysis and case analysis to make an objective evaluation on the operational status of LD company,diagnoses the problems in the current strategy implementation,analyzes the existing problems,and proposes solutions as well.Research shows that the current strategy of low cost and scale expansion adopted by LD Company does not apply to the existing export situation with fierce competition.At the same time,the company has certain advantages in capital,manpower,technology,supplier resources,management ability,product innovation and other aspects.In the face of changes in the external environment,LD Company could be helped to get rid of the current difficulties through a package of operational integration,product diversification,import business exploitation,brand strategy,and e-commerce integration,etc.and to further extend its business to both ends of the value chain,develop new markets and products,thereby improving the core competitiveness of the enterprise,and maintain a sustainable development trend.