Operation Strategy Research Of JH Company In Middle East Market

With the implementation of China’s "One Belt And One Road" initiative,Chinese enterprises have ushered in a good opportunity for development.International operation of enterprises is different from domestic operation.Therefore,it is necessary to formulate corresponding business strategies according to the characteristics of international market to seize opportunities and seek for international development.Enterprise internationalization from a global perspective,the use of regional comparative advantages of different countries and regions,the value chain of each link and function to be dispersed and configuration,making them organically,integrated management,efforts to reduce operating costs,in order to achieve long-term,stable global competitive advantage,and maximize the global efficiency.With the promotion of global economic integration,anticipation in international development has been a choice for the Chinese enterprises,especially for the private enterprises.In this paper,there is a profound research on international business strategies of enterprise to assess the Middle East market with a focus on the JH.JH is a private Hi-tech enterprise invested by private capital,state-owned shares and intellectual property of different universities and colleges.JH mainly engages itself in research on the life-support science concerning the development,manufacture and sales of relevant product and medical health service,including research on the extracorporeal blood purification treatment and the artificial replacement devices for kidneys.Moreover,JN has been set up for nearly 17 years and it has achieved great success.For example,it has developed the first hemodialysis machine for the clinical treatments on renal failure in China as well as the first machine for blood purification and perfusion in China,which has promoted JH as both the key Hi-tech enterprise in China and the key laboratory for blood purification technology and material research in Guangzhou.With its development in R&D technologies,product of JH has become competitive around the world compared with the same product of transnational corporation.Furthermore,it has gradually transformed into an external-oriented international sales mode from an internal-oriented international one.JN has enhanced its international competitive strength and process in internationalization through accessibility to the globally technical resources and producing factors with acceleration in globalization.As scheduled,JH will set up a manufacturing base in Istanbul to access to the Middle East market and to conclude marketing resources for accessibility to the European market and further enlargement of African market in the future through building up strategic partnership with Company A,whose headquarters is located in Istanbul.Therefore,an analytical research on the marketing conditions,industrial perspective,marketing campaigns and sales strategies,implemental strategies for project and risk management for this project will be carried out in this paper.To sum up,it aims to promote Chinese status and competitive strength of high-end medical devices in the international market through comprehensive accessibility to the leading markets around the world based on the implement of international business strategies in the Middle East.In this paper,it is significant to carry out research on the macro and micro environment of the Middle East market to be accessed as a schedule based on PEST analysis model,as well as analysis on the industrial competitive situation based on Michael Porter five forces model.Moreover,SWOT analysis model has also been implemented to decide its marketing orientation and orientation of differential product.Finally,it will conclude effective recommendations for the top executives in JH for decision-making through making strategic plan for market accessibility systemically with specific ways for market accessibility.