The Study On Strategy Transformation Of Guangdong Textiles I & E Corporation (Group) Based On Value Chain Integrated

After entering WTO, state-owned foreign trade enterprises have experienced vast changes in operating environment with the opening of foreign trade franchise and the losing of special and preference policy. Many of them face a worse and worse condition on business operation. After analyzing the operating environment and business circumstance of Guangdong textiles import & export corporation (group) by using the relative strategy theories, the author found that the basic reason for the present situation is that these enterprises not only create few value in industry value chain but also lack of core competencies themselves. Based on this research, the author point out a new way to make strategy transformation, on which the value chain integrated and the key "strategy link" strengthened were emphasized.Combined with the reality of this enterprise, a new strategy transformation mode, which consists of five strategies, namely, key product orientation strategy, product R&D strategy, merger & alliance strategy, international marketing strategy and brand image strategy has been designed in this thesis.As the strategy transformation is a systematic project as a whole in modern enterprise, the other transforming aspects of this enterprise also have been studied in this thesis, including adjusting enterprise manage structure, rebuildingenterprise culture, reconstructing organization construction, creating operation & supervision mechanism and breeding core competitive capability. This research is a practical studying. It aims to settle an enterprise practice directed by some ripe theories. The conclusion of this thesis is helpful to provide some references to the strategy transformation of other state-owned foreign trade enterprises.