Research Of Overseas Market Development Strategy Of Shenyang Aluminum And Magnesium Engineering And Research Institute Company Limited

Under the era background of(1) continuously deepening of the process of Chinese reform and opening-up policy;(2) accelerating transformation of the mode of economic development;(3) creating a new situation of scientific development, the development of overseas market of Shenyang Aluminum and Magnesium Engineering and Research Institute Company Limited has undergone considerable development, but at the same time met with hitherto unprecedented development problems. In order to deeply understand the parent company’s strategy, promote the overseas market development in a rapid way, at the same time, have clearly thinking of development way, grasp development opportunity, keep the overall coordinated and sustainable development, we have made the company’s overseas market development strategy which is necessary.This article deeply analyzes the company’s external environment and internal environment, among which external environment including macro environment and industry environment, macro environment refers to political and legal environment, economic environment, social culture environment, technology environment; industry environment analysis of domestic and foreign trade current situation, existing competition among present companies, bargaining power of suppliers, bargaining power of buyers, potential entrants threat, market status analysis; internal environment analysis is mainly referred to the company’s overall situation, business development ability, organization and human resources, situation of research and development capabilities and production capacity, enterprise culture status, financial situation. Through the environmental analysis, find out the company external environment opportunities and threats and the internal environment of the advantages and disadvantages, through the SWOT matrix analysis, find out the advantage, foster strengths and circumvent weaknesses, select and develop the overseas market development strategic goals, namely in three to five years, build the company covering "engineering, technical research and development, project general contracting, industrialization of scientific and technological achievements" four business segment and having "core technology" of international engineering company. According to the comparison of different strategic options, eventually worked out the suitable one for the overseas market development strategy, and refined the strategic goal into five branch target, which includes business development strategy, human resource strategy, technology innovation and industrialization of achievement of science and technology strategy, information strategy, culture and brand strategy, put forward methods and measures to achieve the target.