20世纪九十年代以来，我国中小型外贸企业迅猛发展，在对外贸易中起着举足 轻重的作用。但近年来，在国家宏观政策调整、出口退税率下降、人民币升值、国 际经济环境恶化等不利条件下，企业生存面临着严重的问题，应采取积极的应对措 施。同时，外贸企业的战略转型，逐渐成为热门的话题，越来越多的中小外贸企业 开始考虑内外部因素并进行整合，以实现竞争突破，外贸企业的战略转型研究一度 成为有关学者研究的话题，越来越多的学者从行业的角度上对企业战略转型展开深 入的研究，并对外贸企业的战略转型，从战略转型的模式、内容、影响因素、转型 的路径等方面进行研究[1]。 HS公司是一家成立十余年的小型外贸企业，依靠自身的资源优势和良好的国际 市场环境得到快速发展，但近年来，随着国际市场环境的转变和国家一些政策的开 放，HS公司的国际市场占有率逐渐缩小，营业收入下滑，利润率降低，当前，HS公 司急需通过战略转型来谋求健康和可持续性发展。本文先对国内外战略转型的研究 现状进行了分析，得出战略转型必须结合公司实际情况制定出适合自己公司的战略 方向。从战略视角出发，应用战略管理和战略转型等相关理论知识和和战略管理分 析工具，运用文献分析法、案例研究法、现场访谈及定性分析，按照战略分析—战 略转型定位—战略选择—战略转型实施路径—战略保障措施的逻辑框架，明确本文 研究内容、方案和技术路线。同时系统地应用战略管理和战略转型理论知识，运用 掌握的理论基础对HS公司的现状进行分析和评价。本文研究从HS公司主要业务板 块现状以及公司和供应商、客户业务关系以及公司内部的经营情况进行评价，在现 行战略下，公司面临盈利能力下降、外部竞争压力增加和主营业务核心竞争力不足 等主要问题。结合HS公司在内部环境和外部环境中的优劣情况，运用PEST和GE矩 阵分析挖掘出公司的新机会和竞争优势，HS公司要想实现可持续发展就要进行战略 转型，从现在的传统外贸服务商向集研发、生产、销售为一体的综合性公司转型。 HS公司抓住国家“一带一路”发展机遇，实行供应链管理的新模式，新增自主研发 和检验检测，提升产品的附加值，提升公司的盈利空间，为客户提供差异化服务。 为保障公司的战略成功转型和落地执行，结合公司实际情况，HS公司采用战略宣贯、 战略分解、战略执行及效果反馈的路径，通过完善公司组织架构、确保人才支持和 培养、建立有效的激励机制、加强企业制度和文化建设、建立标准化业务流程、优 化资源配置等机制为公司的全面转型高效、有序的落地执行提供保障。 本文研究的意义在于以HS公司为例，分析不同业务板块和类型的外贸企业在转 型中的具体操作，可以进一步完善战略转型理论，为战略转型相关理论的动态发展 提供补充。另外，本文通过对HS外贸公司战略转型的研究不仅有利于HS公司明确 II 未来发展方向，增强竞争优势，还可以为沿海其他传统外贸企业进行转型提供参考 和借鉴。 关键词：外贸公司；战略转型；GE矩阵分析；实施方案 III Abstract Since the 1990s, our country's small and medium-sized foreign trade companies have developed rapidly, playing a pivotal role in foreign trade. However, in recent years, under the unfavorable conditions of national macro-policy adjustment, export tax rebate rate decline, RMB appreciation, and deterioration of the international economic environment, these companies have faced serious problems in their survival and should take active countermeasures. At the same time, the strategic transformation of foreign trade companies has gradually become a hot topic. More and more small and medium-sized foreign trade companies have begun to consider internal and external factors and integrate them to achieve competitive breakthroughs. The strategic transformation of foreign trade companies has once become a topic for scholars. More and more scholars have conducted in-depth research on the strategic transformation of companies from the perspective of the industry, and have conducted research on the strategic transformation of foreign trade companies in terms of the mode, content, influencing factors, and transformation paths of strategic transformation . HS Company is a small foreign trade company established for more than ten years, relying on its own resource advantages and a good international market environment for rapid development. But in recent years, with the transformation of the international market environment and the opening of some national policies, HS’ international market share is gradually shrinking, the operating income is declining, and the profit margin is decreasing. At present, HS company urgently need to seek healthy and sustainable development through strategic transformation. This article first analyzes the current status of research on strategic transformation at home and abroad, and concludes that strategic transformation must be combined with the actual situation of the company to develop a strategic direction suitable for its own company. From the strategic perspective, the article applies relevant theoretical knowledge and strategic management analysis tools such as strategic management and strategic transformation, using literature analysis, case study methods, on- site interviews and qualitative analysis. According to strategic analysis-strategic transformation positioning-strategic choice-strategic transformation implementation path- the logical framework of strategic safeguard measures, this article clarifies the research content, programs and technical routes of this article. At the same time, the article systematically applies the theoretical knowledge of strategic management and strategic transformation to analyze and evaluate the current status of HS company. This paper IV evaluates the current status of HS company’s main business segments, the company’s business relationships with suppliers and customers, and the company’s internal operations. Under the current strategy, the company faces major issues, such as a decline in profitability, increased external competitive pressure and insufficient core competitiveness of the main business. Combining the advantages and disadvantages of HS company in the internal environment and the external environment, this paper uses the PEST and GE matrix analysis to explore new opportunities and competitive advantages of the company. To achieve sustainable development, HS company must carry out strategic transformation from the current traditional foreign trade service providers to a comprehensive company integrating R&D, production and sales if it want to develop healthy and sustainably. HS company seizes the national “Belt and Road” development opportunities, implements a new model of supply chain management, adds independent research and development, inspection and testing, enhances the added value of products, enhances the company’s profitability, and provides differentiated services to customers. In order to ensure the successful transformation and implementation of the company's strategy, combined with the actual situation of the company, HS company adopts the path of strategic promotion, strategic decomposition, strategic execution and effect feedback, by improving the company's organizational structure, ensuring talent support and training, and establishing effective incentives mechanisms, strengthening corporate systems and cultural construction, establishing standardized business processes, optimizing resource allocation and other mechanisms to provide guarantee for the company’s comprehensive transformation with efficient and orderly implementation. The significance of this study is to take HS company as an example to analyze the specific operations of different business sectors and types of foreign trade companies in the transformation, which can further improve the strategic transformation theory and provide supplements for the dynamic development of strategic transformation related theories. In addition, the research on the strategic transformation of HS foreign trade company will not only help HS company clarify the future development direction and enhance their competitive advantage, but also provide reference and reference for other traditional foreign trade companies along the coast to transform. Key words: Foreign trade company; strategic transformation; GE matrix analysis; implementation plan V 目录 第1章 绪论 ··· 1 1.1研究背景、目的和研究意义 ·············· 1 1.1.1研究背景和目的 ············ 1 1.1.2研究意义 ······ 1 1.2国内外研究现状 ··········