随着中国市场经济的发展和不断开放，中小型外贸企业越来越多的参与世界 市场的合作和竞争，并在世界市场上扮演着重要的角色。但是需要关注的是，近 年来，诸多国际经济、政治因素的影响，还有在2019年底突如其来的新冠疫情的 影响，都在某种程度上制约了中小型外贸企业的发展，而相当一部分中小型外贸 企业自身也忽视发展战略引领，一些企业即使制订了发展战略，也往往做得不到 位。对中小型外贸企业来说，制定切实有效的发展战略，将有利于中小型外贸企 业经营业绩的提升、国外市场份额的持续拓展和企业核心竞争力的塑造。而如何 更好地迎合中国出口贸易转型升级、利用外部机会、克服自身劣势、发挥资源和 能力优势，制定适合中小型外贸企业自身的中长期发展战略，目前已经成为中国 出口贸易转型升级背景下中小型外贸企业亟待研究的重要课题。 本文基于中国出口贸易转型升级背景，结合企业发展战略理论及相关理论， 对我国中小型外贸企业发展环境进行了分析与研究，选取珠海鹏和机电公司这一 具体研究对象，就该公司的机电出口贸易业务发展现状及问题进行了分析与研 究。研究表明，目前珠海鹏和机电公司外贸战略设计和发展理念存在缺陷，机电 外贸市场竞争对手众多且日趋激烈，外贸客户市场开发和服务能力相对不足，公 司外贸运营能力建设还需要持续加强，应对如新冠疫情等突发情况反应不及时。 结合SWOT分析矩阵，本文明确提出了中国出口贸易转型升级背景下珠海鹏和机电 公司应该实行ST战略，即更具实践操作性的、有利于珠海鹏和机电公司机电出口 贸易业务发展的市场、运营、管理等方面的差异化发展战略。在此基础上，珠海 鹏和机电公司还要加强组织能力建设，加强员工管理激励，积极开展跨境电商， 把控外贸业务风险，加强战略管理控制，从而促进珠海鹏和机电公司机电出口贸 易业务发展，并对我国相关外贸企业在市场拓展方面有所启示，为中国出口贸易 转型升级背景下中小型外贸企业走出困境提出一些创新发展思路。 关键词关键词关键词关键词：：：：出口贸易出口贸易出口贸易出口贸易；；；；转型升级转型升级转型升级转型升级；；；；中小型中小型中小型中小型；；；；外贸企业外贸企业外贸企业外贸企业；；；；发展战略发展战略发展战略发展战略 湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract With the development and continuous opening of China's market economy, small and medium-sized foreign trade enterprises are increasingly participating in the cooperation and competition in the world market and playing an important role in the world market. However, it should be noted that in recent years, the influence of many international economic and political factors has restricted the development of small and medium-sized foreign trade enterprises to a certain extent, especially in the late 2019, the big impact of Corona virus epidemic has affected the whole industry wildly, and a considerable number of small and medium-sized foreign trade enterprises themselves have ignored the development strategy guidance. In addition to the development strategy, it is often not done in place. Therefore, for small and medium-sized foreign trade enterprises, formulating effective and effective development strategies will be conducive to the improvement of small and medium-sized foreign trade enterprises' operating performance, the continuous expansion of foreign market shares and the shaping of their core competitiveness. How to better cater to the transformation and upgrading of China's export trade, use external opportunities, overcome its own disadvantages, give play to its advantages in resources and capabilities, and formulate its own medium- and long-term development strategies suitable for small and medium-sized foreign trade companies, has now become a medium and long-term background of China's export trade transformation and upgrading. An important issue that needs to be studied urgently by small foreign trade enterprises. Based on the background of the transformation and upgrading of China's export trade, combined with enterprise development strategy theory and related theories, this paper analyzes and studies the development environment of China's small and medium-sized foreign trade enterprises, selects Zhuhai Penghe Electromechanical Co., Ltd. as the specific research object, and reviews the company's electromechanical exports. The development status and problems of trade business were analyzed and researched. The research shows that the current foreign trade strategy design and development concept of Zhuhai Penghe Electromechanical Co., Ltd. is flawed, there are many competitors in the electromechanical foreign trade market and it is increasingly fierce, the market development and service capabilities of foreign trade customers are relatively inadequate, and the company's foreign trade operation capacity building needs to be continuously strengthened, the reaction to emergency events such as Corona Virus epidemic is weak. Combined with the SWOT analysis matrix, this article clearly puts forward that Zhuhai Peng and Mechatronics should implement the ST strategy under the background of China's export trade transformation and upgrading, that is, under the guidance of the differentiated development strategy, promote the selection of target customers, differentiation of market development management, and customer value-added. Service differentiation. On this basis, Zhuhai Penghe Electromechanical 湖 北 工 业 大 学 硕 士 学 位 论 文 III Co., Ltd. should also strengthen organizational capacity building, strengthen employee management incentives, actively carry out cross-border e-commerce, control the risks of foreign trade business, and strengthen strategic management control, thereby promoting Zhuhai Penghe Electromechanical Co., Ltd. electromechanical export trade Business development, and enlightenment on the market expansion of China's relevant foreign trade companies, and put forward some innovative development ideas for small and medium-sized foreign trade companies to get out of the difficulties under the background of China's export trade transformation and upgrading. Keywords: export trade; transformation and upgrading; small and medium-sized enterprises; foreign trade enterprises; development strategy 湖 北 工 业 大 学 硕 士 学 位 论 文 IV 目 录 摘要 .................................................................................................................... I Abstract ..................................................................................................................... II 目 录 ................................................................................................................. IV 第一章 绪论 ........................................................................................................... 1 1.1 选题背景和意义............................................................................................ 1 1.1.1 选题背景 ............................................................................................. 1 1.1.2 研究目的 ............................................................................................. 2 1.1.3 研究意义 ............................................................................................. 2 1.2 文献综述........................................................................................................ 2 1.2.1 国外研究现状 ..................................................................................... 2 1.2.2 国内研究现状 ..................................................................................... 3 1.2.3 文献述评 ............................................................................................. 5 1.3 研究内容和方法............................................................................................ 5 1.3.1 研究内容 ............................................................................................. 5 1.3.2 研究方法 ............................................................................................. 6 1.4 论文结构........................................................................................................ 7 第二章 研究理论概述 ........................................................................................... 9 2.1 概念界定.................................................................................................