The Study Of Development Strategy Of CUIT International Trade Co.

Since the reform and opening-up, China has made tremendous economic development, especially our foreign trade has made remarkable achievements. Small and medium-sized foreign trade enterprises, as the backbone of China's foreign trade, have made great contributions to economic prosperity of China. After China joining WTO, with the foreign trade system reform and the liberalization of foreign trade permissions, small and medium-sized foreign trade enterprises are facing a harsh reality with more and more little product differentiation, single marketing, lack of professional talents, customers increasingly demanding, and extruded by large-scale foreign trade enterprises and foreign trade companies. Especially in the last couple of years, hitted by the domestic export tax rebate rate cut, the appreciation of RMB and rising raw material costs, a lot of small and medium-sized foreign trade enterprises became harder and harder to survive. Therefore, for small and medium-sized foreign trade enterprises, how to survive and develop under a such hard environment is an increasingly urgent and important problem.In this paper, with CUIT international trade company as an example, the author discusses the importance and necessity of drawing up a development strategy of small and medium-sized foreign trade enterprises, and the channel of implementing it. At first the author introduces the background of selecting this theme, the purpose and significance of the study, the paper's framework, and the theories involved. Through the analysis of the business situation, internal and external environment, and its strengths, weaknesses, opportunities and threats of CUIT international trade company, and the application of the theory of services marketing theories, the author tries to research the development strategy, target market, market positioning and marketing tratedies.