改革开放 40 年以来，中国经济取得了举世瞩目的成绩。对外贸行业来说， 就是 40 年的黄金发展期。但随着国内局势和国际关系的多变，进出口业务呈现 出了千变万化的态势。国家层面的利好有“走出去”战略的推进，外贸经营权进 一步放开以及出口退税率下调等。但同时，原材料及用工成本在节节攀升、汇率 大幅度波动，竞争比以前尤为激烈。再加上进入 21 世纪以来，国际经济下行事 态显著，市场需求空间变窄。在多重因素作用下，合肥纽思达公司（以下简称 NS 公司）作为小型外贸企业生存和发展愈发显得不易。公司要实现长远发展， 必须正视现实，走出困境。 NS 公司自成立以来，一直面临着如何在微弱利润的状态下发展的问题。本 文首先阐述了研究的背景、研究的目的和意义以及研究方法。然后介绍了发展战 略相关基本理论以及国内外中小型外贸公司发展战略有关理论。接着我们又分析 了 NS 公司的发展现状。对 NS 公司进行了外部宏观环境分析（PEST）、行业环 境分析（波特五力模型）、内部环境分析。在对公司进行 EFE、IFE 分析后，本 文通过运用 SWOT 分析法对 NS 公司进行战略分析。在进行 SWOT 战略分析后， 我们作出了战略选择。提出 NS 公司应采用增长型战略。根据此战略分析选择， 我们特制定了发展目标，并针对不同的发展阶段制定出不同的战略。NS 公司现 阶段应采取由原先单纯外贸出口逐步转变为以外贸为主、内贸为辅的多元化战 略。下阶段宜采用市场开发战略、市场渗透战略、产品开发战略和后向一体化战 略。最后对选定战略提出了具体实施策略及战略实施保障。 关键词：企业战略，中小企业，SWOT 分析，战略选择II RESEARCH ON THE DEVELOPMENT STRATEGY OF HEFEI NS COMPANY Abstract The reform and opening up has been 40 years, China's economy has made remarkable achievements. To foreign trade industry, it is 40 years of golden development period. However, with the changing domestic situation and international relations, the import and export business has presented a diversity situation. The benefits at the national level include the promotion of going out strategy, the further opening of foreign trade management right and the reduction of export tax rebate rate,and so on. But at the same time, raw materials and labor costs are rising, the exchange rate fluctuations, the competition is more fiercer than ever. In addition, since the beginning of the 21st century, the international economic downturn has been significant, narrowing the space for market demand. Under the action of multiple factors, survival and development of Hefei Newstar company (later referred as NS company) as a small foreign trade enterprise are increasingly difficult. Therefore, small and medium-sized foreign trade enterprises in China should encounter the reality and break down the predicament to achieve long-term development. Since its establishment, the NS company has been faced with the problem of how to develop in the state of weak profits. In this paper, background of the thesis, purpose and significance of the research and research methods are stated first. Then introduced the development strategy related basic theory and domestic and foreign small and medium-sized foreign trade company development strategy related theory. Next, we analyzed the development status of the NS company. PEST analysis for the external macro environment (PEST), industry environment analysis (Porter's five forces model) and internal environment analysis for the company. After EFE and IFE analysis of the company, this paper adopts SWOT analysis method to make strategic analysis of the NS company. In the SWOT strategy analysis, we made the strategic choice. It is that the NS company should adopt relevant growth-oriented strategy at the present stage. According to the analysis and selection of this strategy, we have specially formulatedIII the development goals and formulated different strategies for different stages of development. At the moment NS company should adopt the diversification strategy that it is mainly foreign trade, and supplemented by domestic trade, instead of original pure foreign trade export. In the next stage NS company should adopt market development strategy, market penetration strategy, product development strategy and backward integration strategy. In the end, we puts forward specific implementation strategy and strategic implementation guarantee for the selected strategy. Keywords: Enterprise strategy,The minor corporation,SWOT analysis, Strategy selectionIV 目 录 中文摘要...................................................................................................... I Abstract........................................................................................................II 第一章 绪论................................................................................................1 1.1 研究背景和研究意义......................................................................................1 1.1.1 研究背景....................................................................................................1 1.1.2 研究意义....................................................................................................2 1.2 研究内容与方法..............................................................................................3 1.2.1 研究的内容................................................................................................3 1.2.2 研究的方法................................................................................................4 第二章 相关理论综述............................................................................... 6 2.1 企业战略管理理论..........................................................................................6 2.1.1 战略管理的内涵........................................................................................6 2.1.2 战略管理的层次........................................................................................7 2.1.3 传统的企业战略........................................................................................8 2.2 中小型外贸企业战略研究现状......................................................................9 2.2.1 国内研究现状............................................................................................9 2.2.2 国外研究现状..........................................................................................11 第三章 NS 公司外部环境分析...............................................................14 3.1 NS 公司宏观环境分析...................................................................................14 3.1.1 NS 公司外部相关政策和法律分析........................................................ 14 3.1.2 NS 公司的外部经济环境分析................................................................ 15 3.1.3 NS 公司的社会文化环境分析................................................................ 18 3.1.4 NS 公司的技术环境分析........................................................................ 19V 3.2 NS 公司的行业环境分析...............................................................................19 3.2.1 同行业竞争者..........................................................................................20 3.2.2 客户..........................................................................................................20 3.2.3 供应者......................................................................................................21 3.2.4 新的进入者..............................................................................................22 3.2.5 潜在替代者..............................................................................................22 3.3 NS 公司的 EFE 矩阵分析..............................................................................23 第四章 NS 公司内部环境分析...............................................................25 4.1 NS 公司内部资源分析...................................................................................25 4.1.1 资源本位观..............................................................................................25 4.1.2 NS 公司的资源因素分析........................................................................ 25 4.2 NS 公司内部能力分析...................................................................................27 4.2.1 资源与能力观..........................................................................................27 4.2.2 NS 公司能力因素分析............................................................................ 27 4.2.3 NS 公司价值链分析................................................................................ 29 4.3 NS 公司的 IFE 矩阵分析...............................................................................31 第五章 NS 公司战略的分析与选择.......................................................33 5.1 NS 公司的 SWOT 分析..................................................................................33 5.1.1 NS 公司的优势........................................................................................ 33 5.1.2 NS 公司的劣势........................................................................................ 35 5.1.3 NS 公司的外部机会................................................................................ 36 5.1.4 NS 公司的外部威胁................................................................................ 37 5.2 NS 公司的战略匹配.......................................................................................38 5.3 基于 SWOT 分析的战略选择.......................................................................40 第六章 NS 公司发展战略的实施与保障...............................................42 6.1 NS 公司的发展战略实施的目标与步骤.......................................................42VI 6.1.1 NS 公司的愿景和使命............................................................................ 42 6.1.2 NS 公司发展战略的目标........................................................................ 43 6.1.3 NS 公司发展战略的步骤........................................................................ 44 6.2 NS 公司发展战略实施的重点与措施...........................................................44 6.3 NS 公司发展战略实施保障...........................................................................45 第七章 结论与展望................................................................................. 48 7.1 结论................................................................................................................48 7.2 展望................................................................................................................49