ZGS Construction Machinery Company South East Asia Market Development Research

Global construction machinery industry competition, mergers and acquisitions increase of well-known construction machinery enterprises, concentrated industries to further improve the market level, the construction machinery industry in the world to accelerate the transfer to the Asia Pacific. After the reform and opening up, China’s foreign trade dependency rising, export-oriented economy characterized by increasingly obvious. According to relevant statistics, in 2014 China’s construction machinery import and export trade $ 24.077 billion, of which exports reached 19.792 billion US dollars, accounting for 82% of the total import and export trade. Domestic construction machinery industry has developed rapidly in recent years, China has become the world’s first production and marketing power engineering machinery. As the domestic market and the increasingly interconnected world market, China’s economy more vulnerable to changes in external market shocks, especially after the 2008 financial crisis, the weak market demand in developed countries, the domestic economic growth rate continued to fall, in this context China engineering machinery enterprises to expand living space outward become an important strategic choice.After the reform and opening up, China’s construction machinery industry from scratch, domestic savings and nurtured XCMG, Sany Group, Liugong Group, ZGS Engineering Machinery Company(hereinafter referred to as "ZGS Company"), Hill pushed and building workers and other famous enterprises they gradually created an international perspective in the development and growth process, have entered the international market, international market development.ZGS Company after 20 years of development, we have achieved global distribution of production, development and sales networks. In the overall weakness in the major US and European economies, and emerging markets in Southeast Asia in the context of rapid development, in-depth layout Southeast Asia has become an important task ZGS expand overseas markets. Southeast Asia and China with the Department, geographical proximity, similar level of economic development, regional area of about 7.45 million square kilometers, there are over 600 million people, the total GDP of $ 1.87 trillion(2013). With the continued development of the region and ASEAN as an organization becomes more and more new vitality. As of the end of June 2013, China’s direct investment in ASEAN countries, a total of nearly $ 30 billion, accounting for 5.1 percent of China’s foreign direct investment. ASEAN has exceeded Australia, the United States, Russia and other countries, become after China Hong Kong, British Virgin Islands, Cayman Islands, China’s foreign direct investment in the fourth-largest economy. These changes relevant factors at home and abroad for the ZGS in Southeast Asia market development and laid a favorable foundation.Unlike the theoretical analysis of business operations, has a complex and diverse reality and theory can not foresee many practical phenomenon, open up the Southeast Asian market for the ZGS company is a new challenge. In this paper, ZGS’s expansion strategy for the Southeast Asian market research, analyze, evaluate its Southeast Asian markets have been implemented expansion strategy, pointing out the problems, according to the analysis of these issues, the company’s marketing strategy in Southeast Asia adjustment, exploration companies have reference value ZGS Southeast Asian market expansion strategy new ideas.