Research On Internationalization Strategy Of Liugong

With the proposal of "One Belt One Road",under the pressure of price war and international giants,the construction machinery industry gradually moves towards the technology-intensive industry.Chinese construction machinery enterprises step on the road of international operation one after another to seek a broader market and richer development resources.In the process of the development of enterprise internationalization management,formulate appropriate development strategy is the key to realize sustainable international operation.Therefore,the construction machinery enterprises must be combined with the present situation of the international environment and enterprise oneself circumstance to develop international operation strategy,from the perspective of globalization,dynamically examining whether its own strategy and internal and external environment,actively adjust the strategy to win in the fierce international competition.After 15 years of international operation,Liugong has completed the international operation stage from export trade to cross-border mergers and acquisitions,forming a global business network.With the increasing concentration of international construction machinery market,Liugong needs to adjust its'international business strategy to improve its competitiveness.Based on Liugong as the research object,this paper used the literature analysis,the method combining the theoretical analysis and case analysis,based on the description Liugong international development situation,the internal and external environment of Liugong are analyzed in depth,analysis the increasingly open international market environment for Liugong international business provides a broad space for development,at the same time under the condition of competition in the industry,Liugong notice to offset their own weaknesses,focus on innovation strategy,improve the depth of the international marketing,improve product quality and service quality.According to the current situation of Liugong,this paper puts forward the adjustment measures of international business strategy.Adhere to the promotion of brand international influence,pay attention to create international famous brand;Improve the team's ability to operate internationally and establish a talent training and introduction mechanism;Create cost-effective products in the mid-price market,highlight key products in the diversified business strategy,and use the advantages of standardization in the localization strategy;Strengthen independent innovation and strive to obtain the core technology advantage.