A Research On The Marketing Advantage Reorganization Of Industry And Trade Integration For Foreign Trade Companies

The integration of industry and trade is an integral part of foreign trade system reform.It is also of great importance to establish competitive advantages for trading companies.The establishment of export production system has closely linked industry and trade,as well as sales and production,which means production,is determined by needs of international market,thereby enhancing competitiveness.Since 1998,with the liberalization of foreign trade,the monopoly of foreign trade operation has decreased and integration has been the new direction of foreign trade operation.Into 21 st century,the concept of industry and trade integration has been widely used by companies to enhance their competitiveness.However,its dominance began to be shaky as the international environment changed.Foreign trade companies are forced to implement the integration at a deeper level.W company is a foreign trade export company which has been established for more than ten years.It has applied the integration concept since its inception.It invested in factories to take stakes.The factories are responsible for production and W Company undertakes selling and export.This mode has played a key role at the first beginning.The factories had acquired a great number of orders and W Company also grasped more competitive advantages than rivalries.Since 2008,however,with the rapid development of interne information is becoming more and more flat,importers and retailers are more inclined to directly conduct purchasing from factories.Under such circumstance,W Company's trade advantage is loosing,and it is urgent for W Company to reconstruct its integration of industry and trade.In this case,from year 2007 to 2016,W Company reconstructed its marketing advantage by a deeper trade and industry integration.And by doing this,W Company has regained its marketing advantage and long-term development.Based on this,the thesis has selected W Company as research object to explore its successful experience of integrating industry and trade.By studying its integration process and referring to related theories both at home and abroad,this thesis has analyzed the situation of W Company before and after integration.It is concluded that the integration mode of W Company can be helpful to other foreign trade companies.Questions for further study have also been put forward as well.It is hoped that the integration process and the operation mode of this foreign trade enterprise's marketing advantage reconstruction will have positive reference value and significance for the future development of foreign trade.