The Research On Sinotruk International Cooperation Strategy

Heavy truck industry is a kind of technology intensive industry, the demands for the reliability, safety, economy, are higher than any models many times. The so-called "small country without heavy truck", that is the truth. Therefore, one of the significant characteristics of heavy truck industry competition is global competition. The High levels of heavy truck have the humanized design idea, precision machinery processing, advanced electronic control system and the optimization of assembly module and so on. Therefore, it is also very difficult to do it in all aspects even for the world first-class truck manufacturing enterprises. When they participate in the global competition, they must continually seek the international partners to keep the complementary advantages and Improve the comprehensive competitiveness of their own.Since SINOTRUK succeeded in manufacturing the first heavy truck in the 1960s, it gradually became a Chinese well-known truck manufacturing enterprises through the innovation and development by itself.In the twenty-first Century, the competition of SINOTRUK market becomes more intense. SINOTRUK greatly enhances its competitive competence through its own efforts and sustained international cooperation and becomes the enterprise which is among the top of the heavy truck sales and has the largest number of export of heavy truck for 9 consecutive years.With the change of the needs of overseas and domestic heavy truck market, the competition between heavy truck manufacturers becomes more intense and national environmental protection laws and regulations become more demanding. The original concept of quantity to win can not adapt to the development of today’s society already. How to increase the added value of the products and improve their brand awareness, become the important issues which need to be considered in SINOTRUK international cooperation strategy now.In this paper, the author analyzes the SINOTRUK advantages, disadvantages, opportunities and threat using the SWOT analysis tool and makes the key links and weak links of cooperation clear to determine the direction and field in the establishment of international cooperation strategy; the author builds and perfects the SINOTRUK’ international cooperation strategy from the two dimensions of transaction cost and value chain. According to the technology, procurement, production, marketing links respectively of China heavy truck, the author analyzes different cooperation alliance to continuously enhance the competitiveness. Finally, the author proposes three key factors in the implementation of SINOTRUK international cooperation strategy:the partner selection, the establishment of trust mechanism, the cooperation risk control to make up the defect before which only paid attention to economic benefits, without careful planning and management to the stable development of strategic alliance.The main innovations of this paper is selecting a representative of the level of Chinese heavy truck-the SINOTRUK cooperation strategy as the research object, as the cases of the research on the cooperation mode of heavy truck industry are only a little. The author discusses and analyzes in detail the SINOTRUK internal and external resources ability, the implementation of the strategy of international cooperation to supplement and enrich the innovation theory and practice of the national heavy duty truck international cooperationIn this paper, the author hopes this paper can play a good reference and guidance role in the domestic and foreign enterprises cooperation in the future.