Optimization Of Product Structure Of Export Trade

2008 Guangdong light handicrafts exports accounting for 43% to reach 70.7bilion US dollars, with the deepening of reform and opening up, the central and western demonstrated strong growth momentum, Jiangsu, Zhejian, Shandong, Fujian Provinces also does id catch up. Guangdong HY Import and Export Corporation ( abbreviation the HY) as a major state-owned Guangdong professional foreign trade company in the history of our import and export(abbreviation I￡E) handicrafts made an outstanding contribution, but also today in Guangdong are today in Guangdong are only about 1% market share. The state-over eateries has caused various problems in a grim situation, is becoming increasingly prominent, how to change the situation, tried to compete in the core competitiveness and integrations strategies for theoretical guidance the HY find a similar development path suitable.The HY company had accumulated abundant experience of import and export in the decades'business,and had built a good relationship with the related departments,and had the underlying support by government. However, because the government had arranged lots of the things that made the enterprise formed the bad strategy management and business management,and made the HY dealt with so many goods and so many variedness and the goods been formed a low relationship among themselves. It formed a situation that the company had too less human and material resource to use.Based on comprehensive analysis of existing situation at home and abroad export the product structure and related research literature based on the combined company's actual situation in Guangdong HY, the strategic adjustment of product structure issues depth and light technology industry through the development of situation in-depth analysis, clear the current situation in light technology industry, and industry competition; using SWOT analysis on the company's internal and external Guangdong HY-depth analysis of the development environment, that companies face in Guangdong HY strengths, weaknesses, opportunities and threats as well as Guangdong HY companies should take measures; and use the Boston Matrix Analysis of Guangdong HY analyzed the company's product structure, product structure obtained in Guangdong HY problems, and in the "low-cost and high integration of different strategies" under the guidance of this idea proposed product structure optimization, Guangdong HY measures as well as its security measures, from the consolidation of the existing star product and prolong the product life cycle Taurus, out of thin dog products and the development of new products, strategies such as moving product structure adjustment, the results for the company and the Guangdong HY China Light Industry Crafts optimize the structure in the product strategy to provide a reference.