Development Strategic Research Of Quanzhou Zhengqi Foreign Trade Company

Zhengqi Company is a small newly established foreign trade company inQuanzhou, the current main products are men’s sports shoes and casual shoes formen and women, the main product source are factory, then sell the product directlyto foreign consumers on Alibaba’s AliExpress online trading platform. After theAugust2012Russia become a WTO member country, as lower tariffs, Russia becomeone of the major market countries of Zhengqi Company. With many unfavorablefactors such as the European debt crisis, RMB appreciation, labor shortages, risingcosts, international trade barriers were high, Zhengqi Company is hoping to conduct acomprehensive strategic analysis to develop appropriate strategic planning in order toenable enterprises to have unique competitive advantage, and seek to develop steadily.Firstly, through the study of strategic management theory, outlined the backgroundand significance and illustrate the research ideas and framework. Secondly, usingPEST, five forces model and value chain analysis tools, from the external macro-environment and industry environment and internal environment to analyze thedevelopment environment and find the key factor, give the positioning of thecompany’s future development. Then, from within the enterprise’s competitiveweaknesses, strengths, challenges and opportunities, find and listed seven strategicmodel through SWOT analysis; After using quantitative planning matrix (QSPM)quantitative analysis of these programs and Blue Ocean Strategy "removed-decrease-increase-create" four-coordinate grid, drawn positive Zhengqi Company’sdevelopment strategy. The result is that the development strategies of ZhengqiCompany are: to increase marketing efforts, strengthen brand building, productdifferentiation. Finally, describes the implementation and safeguards of ZhengqiCompany’s development strategy. Development Strategy of Zhengqi Company hasimportant practical significance for many small and medium foreign enterprises inQuanzhou city and provides a successful strategy development paradigm.