【作者】 杨军；

【导师】 陈伟；

【作者基本信息】 哈尔滨工程大学 ， 工商管理， 2007， 硕士

【摘要】 进入21世纪后，随着世界经济一体化、贸易自由化的进程进一步加快，我国对外贸易迎来了空前的发展机遇，极大地促进着我国经济的发展。近年来，我国利用与俄罗斯的地理优势，对外贸易中的对俄贸易取得了较快的发展。论文以发展中的阳光公司作为研究对象，研究以进口贸易为主的贸易公司在开放经济环境下参与国内外市场竞争，如何在竞争中求生存，求发展。其研究成果具有重要的理论价值和实际意义。本论文以案例的形式对阳光公司的发展进行了分析和研究，在案例部分首先对阳光公司的基本情况和产品状况进行了介绍，然后从宏观经济环境、国内外市场环境、政策环境、竞争对手情况等方面对阳光公司所处的经营环境进行了介绍，接着介绍了阳光公司的组织结构、人力资源状况、业务情况、经营业绩、发展战略等内部能力，最后介绍了加入WTO后对CPL行业的影响及阳光公司发展面临的问题。在案例分析部分，运用战略管理的波特五种竞争力分析模型和SWOT矩阵分析方法，对阳光公司所处行业的竞争环境进行了分析与评价，然后针对性的分析了阳光公司的内部能力；在此基础上，论文指出在加入WTO后，会有越来越多的国外专业贸易公司进军我国市场，为了实现可持续发展，阳光公司必须从以下几个方面着手：实施多元化的发展战略、实施企业信息化发展、实施关系营销策略、实施企业战略联盟战略和完善公司的人力资源管理等。更多还原

【Abstract】 Time run to 21^st century, with the consolidating of the world economic and stepping out process of free trade our country’s international trade gets the unprecedented development opportunity, which enormously promotes our country economic development. In recent years, we make good use of the geography superiority with Russian, and have obtained a fruitful development with Russia in the international trade. This lecture researched the Sunny Company market status based on international trade of it, study the market competition both domestic is find out how to survive and develop in the competition environment. The research result has great theoretic value and actual meaning.With the form of case, this paper analyzes and studies the marketing strategy of Sunny Company. In the part of the case narration, this paper gives a brief introduction of Sunny Company and its product; then, this paper gives a more detailed presentation of the company’s external environments form the macro-economic environment, marketing environment, political environment, and the competitors; then, this paper introduces the company’s inside ability from the organizational structure, human resource, business, performance and development strategy, and introduces the impact on the CPL industry because of the entering of WTO and the problem on the development of Sunny company. In the part of case analysis, with strategic management Porter five competitiveness analysis model and SWOT matrix analysis means, this paper analyzes and evaluates the competitive situation and the inside ability of the Sunny company. On the basis of all these work, the paper analyzes and concludes that after entering the WTO, there would be more and more foreign professional trade corporations take occupations our country’s market, in order to keep the sustainable development, Sunny company should do these work, including, implementing the Multiplication developmental strategy, Implementation enterprise information development, implementing the strategy of relationship marketing, and taking the strategic alliance cooperation, and perfecting the human resource management, and so on.更多还原