Research On The Development Strategy Of Kunming Steel International Trade Co., Ltd. Under The New Situation

Enterprise strategy is a long-term perspective to adapt enterprise internal and external form and make sweeping development planning.It pointed out the enterprise in the competitive environment of survival and development direction,decided to work as the most important content and the way of competition.As an important supporting industry of our national economy,iron and steel industry has closely relationship with the improvement of our country's economy.But in recent years,the development situation of steel industry appeared a reversal,each enterprise in the industry average profit rate from 7% in 2004 dropped to 0.02% in2014.Because of falling prices,rising costs,and some other reasons,many enterprises are in the margin of bankruptcy.As one of the largest state-owned enterprises in Yunnan province,Kunming iron& steel Co.Ltd.is in loss in recent years.Yunnan kungang International Trade Co.,Ltd.is a wholly owned subsidiary of Kunming iron & steel Co.Ltd.,is responsible for the import and domestic purchasing the original fuel,equipment,spare parts,etc.which used in the production of kunming steel mills,and stell sales.Also,for those who depend on trade company of the operation of the iron and steel industry in such a difficult situation,is to continue to completely depend on the steel business,or in the attached with all-round development change at the same time,the iron and steel industry is the subordinate's trading companies are facing common problems.In iron and steel industry to capacity,transformation and development of environment,Kun steel how international trade company in the increasingly changing long-term survival and development is the company's current environment facing a major issue.This article embarks from the strategic management theory,using PEST/SWOT analysis methods,such as study of development strategy of kunming steel international trade company.This paper used the PEST analysis and porter five model,through the economy,industry and other external environmental analysis,SWOT analysis method to analyzes the internal environment of international trade company.Internal and external analysis,put forward the development strategy of international trade company The development strategy of building including company strategy,management strategy and function layer strategy.Through the integration strategy,diversification strategy,concentration strategy and marketing strategy of the integrated use of strategic development direction for kunming steel international trade company.Based on the strategic point to put forward the development goal of kunming steel international trade company,and through the marketing management and brand construction,financing,financial management,human resources and risk control measures,such as analysis for kunming steel international trade company's strategic development target.Hope through this article research,to provide some help to the development of international trade company,also give the transformation development strives for the survival of the steel trade enterprises to provide some reference.