西安建筑科技大学硕士学位论文
WM钢铁贸易企业国际化转型战略研究
专业：工商管理
硕 士 生：王凡
指导教师：金青梅副教授
摘要
近来年，经济全球化的进程进一步加快，钢材产品作为我国产业结构的基
础产品，市场开放程度加深，以美加为首的发达国家市场，以南美、非洲为首
的发达国家市场，涌入了大批量来自中国的钢材产品生产商，贸易商，产品出
口竞争到达白热化。而与此同时，发达国家为保护本国产业，又纷纷对华钢材
产品加收进口税，使得出口形势越发严峻。再加上“节能减排”的宏观政策、
国家供给侧产业结构的改革，使得我国钢材产品出口逐年呈下降趋势，导致钢
材产品贸易企业经营环境日趋复杂。但是，2017年中国“一带一路”进入加速
期，“一带一路”沿线国家在基础建设、产能等领域存在巨大的合作空间，作
为基础设施建设必须的钢材产品，市场需求将会极大的释放，我国钢材产品贸
易企业必将面临新一轮的机遇与挑战
论文以WM钢铁贸易公司研究对象，从产品结构、出口现状、市场构成三
个方面总结了WM公司的发展现状，针对公司面临的内外部环境和钢材产品市
场出现的新机遇，进行企业国际化转型战略的。全面分析企业面临的国内、国
际市场竞争环境和钢材产品价格受制约的诸多因素；通过SWOT分析工具，指
出影响公司国际化转型发展的内外部优势、机会、劣势和威胁，并在此基础上，
通过SWOT分析矩阵得出了四种战略组合。在WM公司国际化转型战略选择和
制定上，根据前面确定四种战略组合，以及公司战略目标和使命，确定公司层
战略为打造具有竞争优势产品，开发潜力增长业务。根据公司所进行的战略环
境分析选择差异化战略，对各分公司的业务单元战略进行布局。根据公司各部
门情况，确定公司职能战略，为公司国际化转型战略提供有力支撑。从调整公
司出口产品结构、新市场开发、实体化经营、营销战略选择等方面制定转型战
略实施方案，并从组织、人才、制度、市场和企业文化等方面提供实施转型战
西安建筑科技大学硕士学位论文
略的保障
关键词：转型战略；国际贸易；钢材出口；市场开发
西安建筑科技大学硕士学位论文
Research on International Strategic of WM Steel Products
Trading Company
Specialty:Business Administration
Name:Wang Fan
Instructor:Jin Qing Mei
Abstract
Affected by the government macro policy, such as global demand tightening and
the energy conservation, exports of steel products show a decline trend year by year.
The business environment of steel products trading companies become complex and
their survival is at stake. With the acceleration of the “Belt and Road” in 2017, countries
along the “B&R” area have huge cooperation chance, especially infrastructure
construction and production capacity area. Kinds of steel products, as a necessary for
infrastructure construction, will be greatly released in market demand, and Chinese
trading companies of steel products,will face a new round of opportunities and
challenges. This article, takes WM Steel Products' Trading Co., Ltd. as an example to
analyze how to face the new market environment and unfavorable factors, and combine
their advantages and disadvantages to choose an international strategic transformation.
The paper summarizes the development status of WM company, from the aspects
of product structure, export status, and market composition, analyzes the company
mainly face two problems: fierce market competition and high product prices. On the
basis of theory,make a studies on the strategic transformation of the company's
internationalization in response to the company's internal and external environment and
emerging new opportunities in the steel products market. First, make a comprehensive
analysis of domestic and international market environment and the price constraints of
steel products; Second, through SWOT analysis tools, point out the internal and external
advantages, opportunities, disadvantages, and threats that affect the company's
international transformation and development; finally, on the basis of this analysis,。