AF 贸易公司是一家以轮胎贸易主营业务的民营企业，在如今的轮胎出口业
务中面临着国内外巨大的挑战。本文在详细调查 AF 贸易公司现状的基础上，分
析了轮胎出口行业的激烈竞争和盈利水平；通过运用 SWOT 分析法等理论以及数
据分析了 AF 贸易公司目前所面临的机遇与威胁、优势和劣势；同时，利用 SWOT
战略模型得到的分析数据，提出了公司应该在现有的环境和自身条件下实行区域
扩张为主的发展战略模式。
本文同时提出，AF 贸易公司在区域扩张和控制的同时，也要挖掘利润增长
点，进行多品牌营销战略。而公司最终的发展战略应该考虑多元化发展，利用自
身的核心竞争优势，实现规模经济效应，企业才能基业长青。
关键词： 发展战略；轮胎出口；市场竞争
Abstract
Along with the automobile industry, highway construction and
transportation industry's rapid development, also with the national
policy support, Chinese tire industry grows rapidly. At the same time,
the world tire industry is highly concentrated and transferring to
low-cost areas, which makes China becomes the most competitive tire
manufacturing base. Chinese tire industry has formed a relatively
complete industry system and export amount is steadily upgrading. Tire
market is in a situation of tripartite confrontation among the
Asia-Pacific, Europe and North America. But with the focus gradually
transferring to the Asia-Pacific region, China has become the world's
largest tire production country and most important tire export country.
AF Trading Company is a private enterprise and its main business is
tire trade. Now AF Trading Company is faced with domestic and
international challenges in the tire export business. This paper
investigates the situation of AF trading company in detail. On the basis
of the status, analysis of the tire export industry in the fierce
competition and profit level is got. Through the use of SWOT analysis
theory and data analysis of AF Trading Company, opportunities, threats,
advantages and disadvantages are available. On the base of analysis,
regional expansion strategy is adopted as the development strategy of AF
Trade Company.
At the same time, AF Trading Company should also pursuit new profit
growth point, such as more brand marketing strategy. The final goal of
company should decide to make diversified development strategy using
their own core competitive advantage. So, the enterprise can keep growing
and successful.
Key words: development strategy; tire export; market competition
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