JH Foreign Trade Company Development Strategy Research

International trade plays a key role in our economy.Foreign trade enterprises as the carrier of International trade participate in the domestic and overseas markets,and are influenced by the domestic and overseas environment.In China,our economy is now at a crucial stage of the transformation and upgrading,and has entered the "New Normal".Oversea,the world economy is struggling to recover.Black swan events such as Brexit and Trump's election send a message of anti-globalization.The development of international trade is facing opportunity and challenge.It's especially important for foreign trade enterprises that how to adjust the management strategy according to the domestic and international environmental changes.JH is a traditional state-owned foreign trade enterprise,and is the first foreign trade enterprise to list in Shanghai Stock Exchange in Jiangsu province.The idea of development is clear.JH has mainly dealt with the import and export of art craft before foreign trade rights opened.Now like many foreign trade enterprises,JH mainly deals with the export of electromechanical equipment,vessels,chemical fertilizer,toys,clothing,shoes and hats,costume and furniture products etc.and the import of railway traffic equipment,medical equipment,energy resource,chemical products etc.Among them,the export of chemical fertilizer and toys accounted for a high proportion of the export of related products in Jiangsu province.The import business of railway traffic equipment and medical equipment has grown to become an influence on related business in Jiangsu Province.But facing with the severe international and domestic economic situation,the volume and profit of the foreign trade decreased year by year.The main business profit margin was lower,the investment and culture business profit drove the company's gross profit growth.It's crucial and urgent on enterprise strategy adjustment and business model transformation.At first we analyzed the external environment of the JH.In this paper the PEST theory was utilized to analyze the company's macro-environment,then Michael Porter's Five Forces theory was utilized to analyze the foreign trade company's industrial environment and competitive environment.We should take this opportunity to develop a company due to the current situation and tendency to change,and avoid threats from the external environment.After that,we analyzed the internal environment of the JH.Then the advantages and disadvantages of enterprise were concluded through the core competitiveness of enterprise analysis,value chain analysis and portfolio analysis.Combining the results on internal and external environment analysis,the SWOT theory was utilized to defining the development strategy.Finally according to the development strategy we discussed the implementation and safeguard measures of development strategy.