Changsha KEDA Construction Machinery Company Internationalization Development Strategy Research

Construction Machinery Industry is a very important part of manufacture field,whose development has close relationship with the facilities constructing and the modernization of China. Hunan is named as “the capital of construction machinery of China ”, many enterprise of this field are located at the province, such as SANY,ZOOMLION, SUNWARD, JIANGLU, KEDA, XINGBANG, HUIJIE etc. There years,the enterprises faced the problems, which is Capacity Overhang and Intense Competition in domestic market. They had to take action on overseas market by the requirement of promote the greater strategy. KEDA has hold the ability in advance of global market, on the aspect of technology, producing, after-service and finance. But in the total new situation, it is a long-term task for promoting the competition in global market, and KEDA will provide prompt action and hard work on it in the future.The paper began with the basic theory of International Strategy, then it makes detail analysis for KEDA international strategy. The analysis is built with following factors: the tendency of global construction machinery industry, the international strategy of Chinese company and overseas company, the achievement of KEDA in the past promotion in overseas market and the problem as well, build strategy decision through research of company’s core capacity, etc.After choosing and formulation future strategy, the paper propose KEDA should pay attention to establish reasonable company structure, practice technological innovation strategy, enforce the HR system, renew management of structure and promote the culture of company, etc. And KEDA should try to find difference of the strategy, dissect and evaluate the deviation, correct the problem. When the KEDA implements strategy, it should control the risk of the main business in order to guarantee the company keep steady development.