Research On Western European Market Competitive Strategy Of Evertrust Company

With the spring breeze of reform and the general trend of global development in the past 40 years,the packaging and printing market has a strong global demand and huge market capacity.In addition to the opportunity of China’s accession to WTO,the packaging and printing industry has become one of the fastest growing fields in the printing industry and packaging industry in the past few years.In recent years,both domestic and foreign investment have been rapid,and they have gathered and developed in the Zhusanjiao Area,the Changsanjiao Area,Huanbohai Area and the central and western regions.In order to expand the space for survival and development,overseas market,especially the developed Western European market,has naturally become the strategic place for large and small packaging and printing enterprises.Small and medium-sized foreign trade oriented processing enterprises have some inherent weaknesses for their small scale.In addition to the low-cost competitive pressure in Southeast Asia and other regions,trade protectionism,exchange rate fluctuations and other external factors in recent years,small and medium-sized enterprises should not only deal with the fierce price war of domestic manufacturers,but also face and deal with many international factors,which makes their overseas business competition diversified and exciting Strong.Based on the theory of strategic management and Porter’s competitive strategy,this paper chooses Evertrust company as the research object,and takes the developed Western European market as the research area to carry out the research of competitive strategy.First of all,using PEST Analysis,Michael Porter’s Five Forces Model and other tools and data to conduct in-depth analysis of the company’s external and internal environment,and then use the Internal Factor Evaluation(IFE)Matrix and External Factor Evaluation(EFE)matrix to quantitatively evaluate the key factors affecting the development of the company;secondly,through the SWOT Analysis,the combination of external and internal key factors is analyzed,and then the feasibility of enterprise competitive strategy alternatives is analyzed.Then,the Quantitative Strategic Planning Matrix(QSPM)is used to compare the competitive strategy of Evertrust Company,which is the Focus Competition Strategy.Through the comparative analysis,the Focus Competition Strategy is positioned in the jewelry and handicraft industry in the segmentation market.Finally,through the in-depth analysis of the implementation objectives,implementation measures,implementation stage,implementation guarantee and risk control of the competitive strategy,the effective implementation of the centralized competition strategy is ensured.Through the selection and implementation of Evertrust Company’s competitive strategy to obtain competitive advantages,this paper will undoubtedly have great guiding significance for the survival and future development of Evertrust Company in the current and future predictable fierce competition market environment.At the same time,it has practical reference value and significance for other small and medium-sized international trade oriented processing enterprises how to obtain competitive advantages.