Research On The Strategic Transformation Of A Foreign Trade Company

Company A was established in such a context in 2004 as an import and export trading company specializing construction equipment and facilities.The company growth rapidly by the china macro-economic situation and good social and business relationship of founder.Recently the Company A's traditional business model has suffered a downturn in revenue and profits because of declining of the macro economy,the homogenization of the foreign trade enterprises,and the price war is becoming more and more intense.Apparently the guidance and practical experience of relevant theories such as the future development,the strategic transformation direction,the strategy and implementation path,and the safeguards to ensure the transformation strategy can be successfully completed,it become the urgent need of Company A to consider and solve.Under the above background,this thesis from the perspective of strategic management,apply the strategic transformation,SWOT analysis,five force model and other related theoretical foundations and management analysis tools,according to the logic framework of strategic transformation direction-strategic business choice-strategic implementation path-safeguard measure,suing the methods of things of design system,literature searching,on-the-spot interview,case study,combination of qualitative and quantitative to make an exploratory study on the strategic transformation of Company A,then describes the current situation,the existing strategy of Company A,analyzes and summarizes the main problems faced by the company,and points out that the necessity of strategic transformation for reversing the current situation of adverse development.In the end the summary of this thesis and future research directionFinally the research holds that,the Company A should make a strategic transformation combining the development status and the demands for sustainable development in the future.Company A has to transform to cross border E-commerce platform,take the customer demand as guide,participate in the whole value chain from product design,arrange the production plan,purchase the original parts,manage the production,control the quality,the domestic logistics,the customs declaration and export,the construction of the foreign logistic system,optimization of the existing strategic business combination,by introducing investor and other ways to expand the scale of operation,the establishment of the E-commerce platform,supply chain integration,logistics network,and marketing system,customer relationship management system,at the same time,through the management structure adjustment human resource needs planning,incentive mechanism improvement,enterprise culture construction and other internal mechanisms to improve,to ensure the smooth realization of Company A.