The Research Of ST Company For Transformation Strategy In The Context Of OBOR

This thesis introduced external environments of ST company(hereinafter referred to as ST),including global macroeconomic status,steel industry development situation and One Belt And One Road policy firstly.Michael Porter’s Five Forces Model,which consisted of threat of new entrants,threat of substitutes,bargaining power of suppliers,bargaining power of buyers and industry rivalry,was applied to analyze ST’s market competition environment.Secondly ST’s internal environment was studied from five aspects: organization structure,human resource,financial capability,marketing ability and enterprise culture.And then the article expounded the transformation strategy which was derived from the research with the tools as the SWOT model and the QSPM method.The main strategy was that ST should make use of the OBOR policy and adjustment period of Chinese steel industry to develop the new OBOR markets.Finally detailed improvement measures were provided to ensure the strategy implementation.The main measures to advance the core competition of ST included setting up an independent trading company focused on OBOR area,strengthening the talents motivation,improving financing operation,enhancing the sales and marketing capability,rebuilding the cooperate culture and so on.And the article also stated the potential risks,such as trading barriers,cross-culture communication difficulties,and political safety.The solutions to avoid these risks were provided as well.