青岛爱华电动车外贸公司战略研究
发布时间：2018-07-29 17:02
【摘要】：随着2006年我国WTO保护期的结束,再加上美国次贷危机使欧美消费能力急剧萎缩,以及我国市场的全面开放,大公司、大外贸企业蜂拥而入,致使国内消费市场空前激烈。中小外贸企业面临国内外双重竞争压力,使我国很多中小外贸企业订单锐减,由于资金缺乏,大量中小型外贸企业因此破产倒闭。对于我国而言,由于转轨经济和二元经济的背景,正确认识我国中小外贸企业面临的问题,积极创造良好的发展环境和机遇,使其健康发展,对促进我国国民经济健康可持续发展意义重大。 为此,本文在前人研究的基础上,综合分析了国内外针对中小外贸企业研究的现状与不足,回顾了相关理论。对我国中小外贸企业的竞争环境进行了较为全面、系统地分析。以爱华电动车外贸公司为典型案例,通过对我国中小外贸企业现状及发展趋势进行分析,运用战略管理理论和战略模型,对爱华电动车外贸公司所处的外部宏观环境、行业竞争态势的全面分析。同时对企业内部资源状况进行评价,并通过运用SWOT方法、综合分析爱华电动车外贸公司的机会和威胁。发现爱华电动车外贸公司在人力资源管理上存在任用制度不完善,而在营销方面有其独特之处。然后基于爱华电动车外贸公司的价值链分析和SWOT分析,运用定量规划评价矩阵对爱华电动车外贸公司发展战略进行了选择分析,确定爱华电动车外贸公司下一步的发展战略应采取差异化战略方案。而在市场区域市场定位上近期应以东盟、中东为重点开发市场,关注拉美市场,选择性地开发西欧、南亚市场客户。同时,为保证战略目标的完成,爱华电动车外贸公司应紧紧依托自身条件优势和资源优势,从优化企业组织结构、加强运营管理、完善人力资源、加强品牌建设等进行战略实施和改进。 本文最后在爱华电动车外贸公司的基础上,总结了我国中小外贸公司面临的问题并提出了相应的解决措施,并努力贯彻学以致用的原则,希望通过本文的研究,对爱华电动车外贸公司以及类似的中小外贸企业在未来的发展实践中给予指导作用。
[Abstract]:With the end of China's WTO protection period in 2006, coupled with the sharp contraction of American and European consumer power caused by the subprime mortgage crisis in the United States, and the overall opening of the market in China, large companies and large foreign trade enterprises are flocking in, resulting in an unprecedented fierce domestic consumer market. The small and medium-sized foreign trade enterprises are facing the double competitive pressure at home and abroad, which makes the orders of many small and medium-sized foreign trade enterprises drop sharply. Because of the lack of funds, a large number of small and medium-sized foreign trade enterprises go bankrupt and close down. For our country, due to the background of the transition economy and the dual economy, we should correctly understand the problems faced by our small and medium-sized foreign trade enterprises, actively create a good development environment and opportunities, and make them develop healthily. It is of great significance to promote the healthy and sustainable development of our national economy. Therefore, based on the previous studies, this paper comprehensively analyzes the current situation and shortcomings of domestic and international research on small and medium-sized foreign trade enterprises, and reviews the relevant theories. The competitive environment of small and medium foreign trade enterprises in China is analyzed comprehensively and systematically. Taking Aihua Electric vehicle Foreign Trade Company as a typical case, through analyzing the present situation and development trend of small and medium-sized foreign trade enterprises in China, applying the strategic management theory and strategic model, the paper analyzes the external macro environment of Aihua Electric vehicle Foreign Trade Company. A comprehensive analysis of the competitive situation in the industry. At the same time, the internal resources of the enterprise are evaluated, and the opportunities and threats of Aihua Electric vehicle Foreign Trade Company are comprehensively analyzed by using SWOT method. It is found that the appointment system is not perfect in the management of human resources in Aihua Electric vehicle Foreign Trade Company, and it has its own unique points in marketing. Then, based on the value chain analysis and SWOT analysis of Aihua Electric vehicle Foreign Trade Company, this paper uses the quantitative planning evaluation matrix to select and analyze the development strategy of Aihua Electric vehicle Foreign Trade Company. The next development strategy of Aihua Electric vehicle Foreign Trade Company should be differentiated strategy. In the near future, ASEAN and the Middle East should focus on developing the market, paying attention to the Latin American market and selectively developing the customers of Western Europe and South Asia. At the same time, in order to ensure the completion of the strategic goal, Aihua Electric vehicle Foreign Trade Company should closely rely on its own advantages and resource advantages to optimize the organizational structure of the enterprise, strengthen operation management, and improve human resources. Strengthen brand construction and carry out strategic implementation and improvement. Finally, on the basis of Aihua Electric vehicle Foreign Trade Company, this paper summarizes the problems faced by small and medium-sized foreign trade companies in China and puts forward corresponding solutions, and tries to implement the principle of applying learning to practical use. It will give guidance to Aihua Electric vehicle Foreign Trade Company and similar small and medium-sized foreign trade enterprises in the future development practice.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.47
本文编号：2153377
[Abstract]:With the end of China's WTO protection period in 2006, coupled with the sharp contraction of American and European consumer power caused by the subprime mortgage crisis in the United States, and the overall opening of the market in China, large companies and large foreign trade enterprises are flocking in, resulting in an unprecedented fierce domestic consumer market. The small and medium-sized foreign trade enterprises are facing the double competitive pressure at home and abroad, which makes the orders of many small and medium-sized foreign trade enterprises drop sharply. Because of the lack of funds, a large number of small and medium-sized foreign trade enterprises go bankrupt and close down. For our country, due to the background of the transition economy and the dual economy, we should correctly understand the problems faced by our small and medium-sized foreign trade enterprises, actively create a good development environment and opportunities, and make them develop healthily. It is of great significance to promote the healthy and sustainable development of our national economy. Therefore, based on the previous studies, this paper comprehensively analyzes the current situation and shortcomings of domestic and international research on small and medium-sized foreign trade enterprises, and reviews the relevant theories. The competitive environment of small and medium foreign trade enterprises in China is analyzed comprehensively and systematically. Taking Aihua Electric vehicle Foreign Trade Company as a typical case, through analyzing the present situation and development trend of small and medium-sized foreign trade enterprises in China, applying the strategic management theory and strategic model, the paper analyzes the external macro environment of Aihua Electric vehicle Foreign Trade Company. A comprehensive analysis of the competitive situation in the industry. At the same time, the internal resources of the enterprise are evaluated, and the opportunities and threats of Aihua Electric vehicle Foreign Trade Company are comprehensively analyzed by using SWOT method. It is found that the appointment system is not perfect in the management of human resources in Aihua Electric vehicle Foreign Trade Company, and it has its own unique points in marketing. Then, based on the value chain analysis and SWOT analysis of Aihua Electric vehicle Foreign Trade Company, this paper uses the quantitative planning evaluation matrix to select and analyze the development strategy of Aihua Electric vehicle Foreign Trade Company. The next development strategy of Aihua Electric vehicle Foreign Trade Company should be differentiated strategy. In the near future, ASEAN and the Middle East should focus on developing the market, paying attention to the Latin American market and selectively developing the customers of Western Europe and South Asia. At the same time, in order to ensure the completion of the strategic goal, Aihua Electric vehicle Foreign Trade Company should closely rely on its own advantages and resource advantages to optimize the organizational structure of the enterprise, strengthen operation management, and improve human resources. Strengthen brand construction and carry out strategic implementation and improvement. Finally, on the basis of Aihua Electric vehicle Foreign Trade Company, this paper summarizes the problems faced by small and medium-sized foreign trade companies in China and puts forward corresponding solutions, and tries to implement the principle of applying learning to practical use. It will give guidance to Aihua Electric vehicle Foreign Trade Company and similar small and medium-sized foreign trade enterprises in the future development practice.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.47
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