- V-
摘 要
“知己知彼，百战百胜”，一个企业只有充分认识公司内外部的市场和竞争环境，
才能采取正确的、有竞争力的发展措施，实现企业的可持续发展。冀东国际贸易有
限公司于2013年4月正式开始运营，公司经营范围主要包括煤炭、铁矿、水泥、金属
（钢材）等大宗商品。近几年，受金融危机影响，全球各大经济体均受到不同程度
的创伤，冀东国际贸易有限公司迫切需要根据内部资源和外部环境的实际情况，制
定适合公司发展的战略。

本文首先介绍研究的背景和意义，并对国内外战略管理理论研究现状进行总结
分析，指出本文的研究内容、框架和采取的研究方法。其次从公司的内部环境进行
分析，总结出公司当前内部环境的优势和劣势。接着对公司当前所处的政治、经济、
文化社会和技术环境进行宏观环境分析，对公司的建材产品、矿产产品、能源产品、
金属钢材产品进行行业环境分析，对公司的上下游客户、竞争者进行竞争环境分析，
利用 PEST 分析法、五力模型分析法总结出影响公司发展的外部环境因素。认为从短
期来看，企业面临的外部环境对企业大宗商品贸易带来了一定挑战，但从长期来看，
宏观环境和行业发展环境给企业发展带来了巨大机会。然后结合前文分析内容，运
用 SWOT 分析工具，对影响公司内部和外部环境的因素进行综合对比分析，指出影
响企业发展的机遇和挑战、优势和劣势，在公司发展的战略目标和愿景基础上，从
总体战略、竞争战略和职能战略三个层次依次选择总体发展战略、竞争战略和职能
战略。最后本文从组织构架、人力资源、企业文化等方面制定战略实施方案，并建
立动态战略调整机制以确保战略的顺利进行。

关键词：冀东国贸；发展战略；战略选择；战略实施Abstract
Jidong International Trade Co., Ltd. formally started business in April, 2013. The
company manages coal, iron ore, cement, stee（lmental）and so on. In recent years, affected
by the financial crisis, the world's major economies are subject to different degrees of
trauma. The profit of international trade is meager. Traders are struggling.
In order to expand the business scale and improve economic efficiency, Jidong
International Trade Co., Ltd. needs urgently to develop appropriate competitive strategies,
according to be actual situation of internal resources and external environment.
Firstly，it mainly introduces the research background and significance, and analysis of
the strategic management theory research status at home and abroad, briefly explains the
framework and structure of this paper. Secondly, through the comprehensive analysis of
the current microenvironment、industry environment and competitive environment, by the
method of PEST and five forces model, it summarize the external environment factors
affecting the development of the company. Then it refers to analyze the company’s
internal environment from resource competences and business situation, points out its
advantages and disadvantages, in order to provide reference for the next chapter. Then it
uses SWOT analysis tool, combining with company’s development opportunity and
challenge to analyze the main factors influenced by the internal and external environment.
Make strategic choice from three levels of overall strategy, competitive strategy and
function strategy. At last, it explains the implementation strategy from the aspects of
organization structure、human resource、enterprise culture etc, and establish the dynamic
mechanism to ensure its run smoothly.
Key words: jidong international trade; development strategy; strategies option; strategies
implementation