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摘要
改革开放40年来，中国经济以持续的高速发展创造了世界瞩目的发展奇
迹，在经济腾飞的大环境中，对外贸易更是在国民经济增长的三驾马车中处于
非常重要的地位，对外出口贸易呈现井喷式发展。在中国改革开放的程度越来
越深的同时，国际市场竞争也日趋激烈，外贸行业持续多年的传统经营模式已
不能从容应对新的问题，外贸企业发展战略不明晰、专业人才缺乏、产品研发
创新能力较低、资金缺乏等困扰着更多企业，其中发展战略方面存在的问题更
是严重制约着中国外贸企业的长远发展，是亟需研究和解决的课题
中国经济迅速增长与电子商务蓬勃发展，城市化、市场化进程的不断加快
息息相关。内蒙古自治区是中国民族区域自治制度的发源地，地理区位独特，
具有一定的战略意义，且极具发展潜力。成立于1996年的内蒙古WM集团公
司，是经自治区政府和中国对外贸易经济合作部批准成立、自治区直接领导授
权管理的外贸集团公司，在该集团发展至今的22年里，公司随着经济快速发展
和对外开放扩大而不断发展，关联了房地产公司、酒店管理公司等相关企业
本文调查分析了内蒙古WM集团的发展历程及现状，首先提出了内蒙古
WM集团战略选择的理论及实践意义，然后重点论述内蒙古WM企业发展的现
状，就该集团的发展历程、组织结构、贸易结构及发展面临的困惑等方面展开
论述，其次，重点分析了该集团发展面临的外部环境，结合目前集团及行业发
展现状，客观分析了企业面临的政治、经济、社会及技术环境，并依据行业环
境波特五力模型理论，剖析了该集团上游供应商能力、贸易对象能力、潜在竞
争者进入能力、替代业务替代能力和业内竞争者能力，再次，从人、财、物、
管理方面对内部环境进行分析，运用SWOT理论，重点对集团发展战略选择进
行全方位论述，最后，对内蒙古WM集团发展战略实施的保障措施进行充分分
析，包括发展方向、人才战略、绩效考核、财务管理等方面，并最终形成具体
的、有限纵向一体化发展战略和差异化发展战略，并据此保障公司的持续发展
战略目标的达成
本文期望通过对内蒙古WM集团发展战略的研究，提出适合内蒙古WM集
团公司自身情况的有针对性的差异化发展战略，以期促进该集团长远发展，并
且为中国其他类似外贸公司的发展战略的选择提供一定的借鉴和参考
关键词：电子商务，贸易，发展战略
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Abstract
In the past 40 years of reform and opening up, China's economy has created a
world's remarkable miracle of development with sustained high speed development.
In the great environment of economic takeoff, foreign trade is in a very important
position in the three carriages of national economic growth, and the export trade
shows a blowout development. While the degree of China's reform and opening up is
getting deeper and deeper, the competition in the international market is becoming
increasingly fierce. The traditional business model that has lasted for many years has
been unable to cope with the new problems. The development strategy of the foreign
trade enterprises is unclear, the lack of professional talents, the low innovation
ability of the product, the lack of funds and so on. Among them, the problems in the
development strategy are seriously restricting the long-term development of China's
foreign trade enterprises.
The rapid growth of China's economy and the vigorous development of
e-commerce are closely related to the acceleration of urbanization and marketization.
The Inner Mongolia Autonomous Region is the birthplace of the system of regional
autonomy for ethnic minorities in China. Its geographical location is unique, and has
certain strategic significance and great potential for development. The Inner
Mongolia WM group, established in 1996, is a foreign trade group approved by the
government of the autonomous region and the Ministry of foreign trade and
economic cooperation of China. In the 22 years of the development of the group, the
company has developed continuously with the rapid development of the economy
and the expansion of the external opening and opening up, related to the real estate.
Company, hotel management company and other related enterprises.
This article investigates and analyzes the development course and present
situation of the Inner Mongolia WM group, first puts forward the theoretical and
practical significance of the strategic choice of the Inner Mongolia WM group, and
then focuses on the development status of the WM enterprise in Inner Mongolia, and
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discusses the development process, organization structure, trade structure and the
puzzlement of the development of the group. At the same time, it analyzes the
external environment of the group's development, and objectively analyzes the
political, economic, social and technical environment that the enterprise faces with
the current development status of the group and industry. According to the Potter
five force model theory of the industry environment, it analyzes the upstream
supplier capacity, the trade object ability and the potential competition. At the same
time, the internal environment is analyzed from the aspects of human, financial,
material and management, and the SWOT theory is used to make a full discussion on
the strategy selection of the group development. Finally, the guarantee measures for
the development strategy of the Inner Mongolia WM group are fully analyzed. It
includes the development direction, the talent strategy, the performance appraisal,
the financial management and so on, and finally forms the concrete, limited vertical
integration development strategy and the differential development strategy, and thus
guarantees the achievement of the company's sustainable development strategic goal.
Through the research on the development strategy of the Inner Mongolia WM
group, this article hopes to put forward the targeted differential development strategy
suitable for the Inner Mongolia WM group's own situation, in order to promote the
long-term development of the group, and provide some reference and reference for
the choice of the development strategy of other similar foreign trade companies in
China.
Key words: E-commerce,Trade,Development strategy。