Research On The Development Strategy Of Hefei NS Company

The reform and opening up has been 40 years,China’s economy has made remarkable achievements.To foreign trade industry,it is 40 years of golden development period.However,with the changing domestic situation and international relations,the import and export business has presented a diversity situation.The benefits at the national level include the promotion of "going out" strategy,the further opening of foreign trade management right and the reduction of export tax rebate rate,and so on.But at the same time,raw materials and labor costs are rising,the exchange rate fluctuations,the competition is more fiercer than ever.In addition,since the beginning of the 21 st century,the international economic downturn has been significant,narrowing the space for market demand.Under the action of multiple factors,survival and development of Hefei Newstar company(later referred as NS company)as a small foreign trade enterprise are increasingly difficult.Therefore,small and medium-sized foreign trade enterprises in China should encounter the reality and break down the predicament to achieve long-term development.Since its establishment,the NS company has been faced with the problem of how to develop in the state of weak profits.In this paper,background of the thesis,purpose and significance of the research and research methods are stated first.Then introduced the development strategy related basic theory and domestic and foreign small and medium-sized foreign trade company development strategy related theory.Next,we analyzed the development status of the NS company.PEST analysis for the external macro environment(PEST),industry environment analysis(Porter’s five forces model)and internal environment analysis for the company.After EFE and IFE analysis of the company,this paper adopts SWOT analysis method to make strategic analysis of the NS company.In the SWOT strategy analysis,we made the strategic choice.It is that the NS company should adopt relevant growth-oriented strategy at the present stage.According to the analysis and selection of this strategy,we have specially formulatedthe development goals and formulated different strategies for different stages of development.At the moment NS company should adopt the diversification strategy that it is mainly foreign trade,and supplemented by domestic trade,instead of original pure foreign trade export.In the next stage NS company should adopt market development strategy,market penetration strategy,product development strategy and backward integration strategy.In the end,we puts forward specific implementation strategy and strategic implementation guarantee for the selected strategy.