本文以DB外贸公司作为研究对象，通过运用基本的策略分析理论剖析DB公司的产品结构和运营状况，利用PEST分析法对DB外贸公司的经济、社会文化、政策和技术等外部环境进行分析，利用波特五力分析法对DB公司所处的玻璃器皿行业环境做出详细分析，最后再对DB公司内部条件优劣势做详细分析。从多角度全面地分析DB外贸公司自身的优势、劣势、机会和威胁，以及外贸环境和玻璃器皿行业的发展现状和特点，深入研究DB外贸公司发展历程和衰落原因。 通过上述分析，反映出DB外贸公司行业经验丰富，产品品质优良，工厂生产能力强，资源丰富，但管理理念和经营模式老旧，绩效制度不健全，缺乏科学营销策略，产品技术没有创新和突破，研发能力弱，对品牌效应不够重视，原材料和劳动力成本逐年上涨，与国际竞争者比逐渐失去绝对的价格优势，面临国内外同行竞争激烈，竞争优势逐渐减弱等问题。 最终为DB外贸公司提供适合DB公司长远发展的应对策略，制定可持续性的可行性的国际市场营销策略，从管理理念、管理机制、人力资源、产品研发、生产、销售、品牌建设等方面做优化和与调整，以此谋求和提升DB公司的竞争优势，并使其能够更加长远的发展。 DB外贸公司作为中国中小型劳动密集型外贸出口企业的缩影，其所处的环境和面临的问题具有一定的普遍代表性，反映了中国中小型制造企业在多而不大，大而不强的现状。对DB公司所做的研究和分析，将有助于分析中国中小型制造企业的优劣势，尤其是玻璃工艺品制造企业，对研究中小型企业今后的发展之路具有一定的参考作用。

DB foreign trade company is the research object of this paper. It analyzes the product structure and operation status of DB foreign trade company using some basic strategy analysis theory, analyzes the political, economy, social and culture, technology using PEST analytical method, and analyzes the glassware industry of DB company using Porter’s Five-Force Model, and finally analyzes the advantage and disadvantage of DB company. A comprehensive analysis of multiple aspects is made, in order to know the advantage, disadvantage, opportunity and threat of BD company, and also the development status and characteristic of foreign trade environment and glassware industry. From all these analysis, it attempts to study the development history and decline reason for DB foreign trade company. Through the above analysis, it reflects some advantage of DB company, such as rich experience in glassware industry, good quality of product, strong production capacity, abundant resources, but also some disadvantage such as management of concept and method is too outdated, performance system is not improved, lacking of scientific marketing strategy, lacking of innovation of products and technology, developing ability is too weak, paying no attention to brand effect, and cost of raw material and labors is rising gradually, facing too much domestic competition, gradually losing the absolute price advantage, competitive advantage is being gradually weakened, etc. Finally Providing DB company with some sustainable and executable international marketing strategies which is suitable for DB. It designs and adjusts DB’ s management concept, management system, management of human resource, products research and development, producing, marketing and brand building, etc, in order to make DB company seek and promote its competition advantage, and then get better and further development. DB foreign trade company actually is the microcosm of Chinese for foreign-trade enterprises of artificial glassware, whose environment and problems they have to face, are very representative. It reflects some present situation that small and number of medium-sized enterprises are huge, but no much big one, and no one is very powerful. So study and analysis of DB company, will help analyze the advantage and disadvantage of Chinese small and medium-sized manufacturing enterprises, especially enterprise for producing glassware. It also provide point of reference for analyzing the the road to development for small and medium-sized enterprises.