【作者】 温文全；

【导师】 夏洪胜；

【作者基本信息】 暨南大学 ， 工商管理， 2001， 硕士

【摘要】 本文是一篇教学案例，主要由两部分组成：案例和案例分析。 案例部分对广南进出口集团公司（本文以下简称“广南公司”）这一50年老牌国有外贸企业的发展历程和现状进行了叙述，介绍了该公司的概况、组织结构、经营情况，尤其介绍了该公司抓住我国改革开放带来的发展机遇获得飞跃的辉煌成绩以及公司临近发展低谷，缺乏发展冲量的状况。 案例分析部分则根据案例有关素材，对广南公司以往成功的因素和存在的问题进行了分析，以明确广南公司的长期任务、战略思想、战略目标为前提，运用MICHEALPOTTER五种力量模型、SWOT矩阵、IFE矩阵、EFE矩阵和QSPM矩阵等分析工具，对战略上公司的发展方向进行了研究，提出了公司应成为利用国内外各种资源的系统集成商或总承包商和具有基于互联网的电子商务能力的国际贸易企业，进入世界级企业的供应链。案例分析部分还就上述战略的实施提供了具体实施方案，提出了实施上述战略转变中必须建设积极进取的企业氛围，建立实用的企业学习机制和有效的网络经济管理新思想。作者还指出了战略实施中可能出现的问题，以期避免进行改革时出现的困扰。更多还原

【Abstract】 This article is a case for study, and it consists of two parts: the case and the case analysis.The case reveals the development history and present status of Guangnan Import and Export Corporation (Group), a time-honored state-owned foreign trade company established 50 years ago. The case introduces prevailing information of the company e.g. the organizational structure, operational status, especially the remarkable success the company has achieved by grasping opportunities related to the Reform and Open-up Policy in China, as well as the imminent development stagnancy and the lack of momentum for further business progress of the company.Based on the information provided, the author investigates the elements contributed to the success of Guangnan Import and Export Corporation (Group) and its existing problems. By specifying the company’s long-term mission, strategic philosophy and strategic goal, with the following research tools of Michael Potter ’s Five Factors Model, SWOT Matrix, IFE Matrix, EFE Matrix, QSPM Matrix being applied, the author spells out the development strategy of the company, which is to become a system integrator or a general contractor supported with various resources domestic or abroad, and to become an international trade entity who is capable of conducting e-commerce based on INTERNET and thus becomes part of the value chain of world class enterprises. The author also proposes concrete procedures for the implementation of the strategy, and specifies that to enable the strategic transform of the company, a progressive enterprise environment, a practical learning mechanism of the company as well as an effective new management philosophy for network economic must be established. The author further points out the problems that may possibly occur implementing the development strategy, distinguishing which may help to avoid disturbances during the strategy implementation.更多还原