The Study On Development Strategy Based On A Handicraft Export Processing Enterprise

Handicraft export processing industry is a labor-intensive industry and the primitive accumulation of capital is usually achieved through OEM. But in recent years, some great changes in its external and internal environment have taken place along with the international financial crisis and its continuous fermentation, rising labor costs as well as the RMB continuing appreciation. As the environment deteriorates, the OEM’s profit margin of handicraft export processing enterprises is shrinking.For handicraft export processing enterprises, how to change their position in the world industry chain, improve product added value and to overcome all sorts of the current problems, has become the realistic problem that export processing enterprises are unable to avoid. Faced with such serious situation, handicraft export processing enterprises must handle deep research and analysis on their external and internal environment, so come up with the development strategy that fits the reality of current industry and enterprise, help enterprise to overcome the current difficulties so as to get sustainable development power.The thesis makes A enterprise as the research object, studies the above problems. In this paper, first of all, the thesis makes a deep analysis on the external environment of A handicraft export processing enterprise. Mainly through the PEST analysis method, the macro environment of A enterprise is analyzed, and the analysis of political and legal environment, economic environment, social culture environment and technical environment are all analyzed one by one. During the process of analysis, the thesis uses the industry life cycle theory, the smile curve theory and five competitive forces model to analyze the industry environment of A handicraft export processing enterprise. After that, in this paper, the internal advantages and disadvantages of A handicraft export processing enterprise are also analyzed. Finally, the external opportunities and threats, the internal advantages and disadvantages are summarized on the method of SWOT analysis. On the basis of the above analysis, the thesis proposes the development strategy and the corresponding strategy implementation plan of A handicraft export processing enterprise, thus accordingly draws the conclusion of this thesis.This thesis makes A handicraft export processing enterprise as the research object and carries on the thorough research and information collection and sorting. Based on this, the thesis adopts strategic management theory, international trade theory and other related theories to carry on the detailed analysis of A enterprise’s environment, aiming to put forward problems analyze problems and solve the problem so to develop A feasible development strategy plan to provide reference for other handicraft export processing enterprises when they make their own development strategies.