A Study On The International Strategy Of Zoomlion

With the advancement of global economic integration and the steadydevelopment of China’s economy, more and more Chinese enterprises arenot satisfied with our domestic market development, also regard openingof international market as the important strategy. Zoomlion’s overseassales have increased year by year since it developed the internationalmarket in2000.The overseas income reached to3.5billion in2013,which raise up26.3%compare with last year. Zoomlion have set up salesand service platform in nearby80countries by worldwide. In general,Zoomlion is an successful engineering machinery enterprises inimplementing internationalization strategy， Through studying ofzoomlion’s international strategy, on the one hand, we can find outpossible problems in the development of enterprise at present, andsuitable measures which should to be take to maintain their competitiveadvantage in the international market. On the other hand, studying of thesuccessful strategy also have certain guiding significance for domesticother machinery enterprises to go abroad.This paper make analysis for Zoomlion’s international situation andthe international development mode that Zoomlion has taken,on the basisof enterprise internationalization theories,combined with Zoomlion’sinternational business practice with more than20years.The paper useSWOT analysis method,and piont out the strengths of Zoomlion’international development:brand advantage,high strategicdecision-making and implementation capacity,the international financingadvantage,innovation advantage,the enterprise culture advantage;theweaknesses include the lack of core technology,the lack of internationaltalent and high funding pressure;the opportunity include the developmentroom in domestic and foreign market,further enhancing of brandrecognition;the threat include the intense competition from domesticand foreign same industry enterprises, product homogeneity, rising costs.Through a comprehensive analysis of the strengths, weaknesses,opportunities and threats, it forms a SWOT analysis table， then itattempts to formulate the development strategies to speed up theZoomlion’s international development: diversification developmentStrategy; research and development localization strategy; strategy ofcultivating internationalized talents; capital operation strategy andcross-cultural integration strategy,and then based on this，the paper givesome specific suggestions to promote the internationalizationdevelopment of Zoomlion， mainly in product differentitation andserialization、industrial diversification、launching high-end products、reducing the cost、echnology research、marking、after-sale service、fulfilling the corporate social responsibility and rational using of foreignlegal aspects. It is hoped that the Zoomlion can improve the corecompetitive capacity and grasp the initiative in the complex international market environment and have a sustainable development through theimplementation of relevant suggestions.