| Today, the international trade environment is getting more andmore complicated, while the negative affection which the economiccrisis brings to us still has not been completely removed. More andmore trade frictions are being happened between China and othercountries. The interest rate, exchange rate and tax rebate rate aretoo difficult to keep stable. The pressure of RMB appreciation iscontinuously heightened and the costs of raw material are crazilyincreased every day. All of these factors have greatly influenced thesmall and medium sized enterprises and they have finally becomedevelopment bottle-necks.Under this background, I personally take SANMU as an example toanalyze the problems that have greatly puzzled these enterprises ondevelopment strategy. With a detailed analysis of advantages anddisadvantages in SANMU, I suggest that the basic competitive strategyof SANMU is to pursue differentiation advantages in target market.Based on the development strategy described in this thesis, SANMUwill no longer concentrate on its order quantity or company scale,but on a more efficient organization, more advanced technology, andmore famous outdoor brand. |
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