Research On Internationalization Strategy Optimization Of C Group As A Private Construction Enterprise

Since China's reform and opening up in 1978,the private enterprises have developed rapidly and become an important part of the national economy.After 1984,with the gradual perfection of the market economic system,China's construction industry has entered a stage of development.Private construction enterprises are an important part of China's construction industry.Because of its advantages of small scale and flexible operation,it has become an indispensable supplement to the construction industry in China.C group is a private construction enterprise in F city.Its predecessor is a state-owned enterprise.It was restructured into a limited liability company in 1999.Since its establishment,C group has gone through more than half a century of growth and development,and has become the leading enterprise in the construction industry of F city.In the face of domestic economic downturn,overcapacity in front of the predicament,C group in response to the F municipal government call of "going out" to participate in international market competition,has set up a real estate development company in New Zealand,the establishment of construction company in Qatar,respectively,for real estate development and project contracting.As the C group is reformed from the state-owned enterprises,its management and management mode also has some characteristics of state-owned enterprises.The subsidiaries established overseas also copy the management and operation mode of domestic enterprises.This paper uses literature research method,research method,comparative research method,case study,with two overseas subsidiaries of C group set up the strategy of "going out" in the case of investigation.First of all,this paper introduces the development of private enterprises and private construction enterprises in China.Secondly,this paper introduces the motivation of private construction enterprises "going out",which includes: under the current economic situation,the private construction enterprises are facing economic difficulties domestic overcapacity,but also facing the restriction of monopoly and local protectionism of state-owned large and medium-sized construction enterprises,the state formally puts forward the strategy of "going out",provides the policy support for these enterprises to go global.As a result,more and more private construction enterprises respond to the call of the policy,to participate in international market competition.Thirdly,taking C group as an example,this paper analyzes the international business strategy of the private construction enterprises to participate the international competition,from the aspects of leadership decision-making,human resource management,brand strategy,marketing and so on.It also analyzes the shortcomings of these aspects.Finally,it puts forward the optimization principles of C group's internationalization strategy,and makes SWOT matrix analysis for C group's internationalization strategy,and puts forward the strategic optimization design plan.It mainly includes the following aspects.(1)Enterprise decision making and management optimization design.The managers of enterprises to make overseas subsidiaries operating guidelines do not deviate from the multinational companies with the overall goals,and can make full use of local opportunities,is a great test for managers.Enterprise managers should optimize the decision-making process,establish a sound management organization structure system,form a top-down management system,strengthen the link between the various functional departments,so that each functional departments influence each other,and contain each other.(2)Optimal design of human resource strategy.Talent is an important driving force for the development of enterprises.At present,China's transnational operation is still lack of high-quality talents.Overseas companies of C group should pay attention to introduce high-quality management personnel into enterprise management,implement strategic human resource management,improve enterprise management level,carry out training,and improve the overall quality and professional level of management personnel.Recruitment of local staff,and gradually realize localization employment.(3)Optimization design of management methods.C group can learn from other domestic enterprises or foreign enterprises excellent management experience,combined with the actual situation of enterprises to carry out enterprise management reform,and constantly improve the level of enterprise management innovation.(4)Optimization design of brand marketing.As a multinational company,C group should pay more attention to its brand marketing,and make full use of today's popular new social platform,and put into a certain publicity costs.The results of this study not only for the C group's overseas subsidiaries have a guiding role in the current state,but also have instructive and reference value for the private enterprises,private construction enterprises to develop internationalization strategy.