Research On International Market Expansion Strategy Of Hunan Provincial Transportation Planning Survey And Design Institute

After fifty years' development, Hunan Provincial Communications Planning Survey&Design Institute (hereinafter referred to "HNCDI") becomes one of the Top-100-Enterprise in the field of engineering survey and design in China. At the same time, under the dual pressures both from the internal and the external environment, HNCDI has to seek new types of international markets. During the course of developing international markets, there are a lot of problems need to be solved despite of its advantages in culture, brand, technology and human resources. Currently, the external environment is undergoing profound changes, the domestic system, mechanism, culture and human resources have been the factors that restrict the international development. And problems like old traditional ideas which restricted the development, the operational mode for international projects, vocational international talents' training and puzzlement between the relation of politics and economics shall also need to be solved. In this paper, based on the experiences of the international market development of HNCDI, the detailed models and the first-hand information for international market development for the survey and design enterprises have been acquired. Besides, new strategic concept for developing international markets for HNCDI as well as for the similar enterprises has been provided.Combining the theoretic knowledge in enterprise strategic management and marketing with the realistic working experiences in international projects contracting, the author firstly gives a market positioning for the strategic development of HNCDI based on an analysis of its current marketing situation and also taking into consideration of both the external competitive environment and the internal resources. Then, an in-depth analysis has been made in the necessity of international development for HNCDI, its current situation and the problems faced by HNCDI to decide the development orientation of the international markets of HNCDI. And then, studies on HNCDI international market development schemes have been conducted in the fields of the international market positioning, the selection of regional markets, matching analysis of development models, selection of EPC modes and the detailed business development. At last, the safeguard system of HNCDI international market development has been established in the areas of the organization, the human resources, the stimulus system, the risk control and the culture guarantee.