Research On The Internationalization Path Of Traditional Advantageous Manufacturing Industry In Guangdong-Hong Kong-Macao Greater Bay Area

In recent years,China's economy has embarked on a new journey of high-quality development.For the construction ceramics industry,the industry competition is further intensified,the industry is facing problems such as overcapacity,low industrial concentration,enhanced environmental protection supervision,etc.,and it is also changing from extensive type,quantitative type to green type,intelligent type and quality benefit type.At the same time,relying on the development concept of "the Belt and Road Initiative" and international capacity cooperation,the construction ceramics industry has launched the "going global" strategy.As a leading enterprise in China's construction ceramics industry,KEDA is facing an excellent historical opportunity to expand its overseas market.Based on the theory of enterprise internationalization,this paper takes KEDA as the research object,discusses its internationalization path and the reasons for its choice through case study method,and summarizes the problems faced in its internationalization development process.It can provide reasonable reference and suggestions for the selection of internationalization path of traditional advantage manufacturing industry in Guangdong-Hong Kong-Macao Greater Bay Area and even the whole country.Firstly,based on the development of KEDA's internationalization,this study combs the internationalization path of KEDA.In this paper,the internationalization path of KEDA is divided into three stages:export,overseas investment and turnkey project,overseas subsidiary and acquisition.Secondly,through the process of coding and analysis of the collected data,we obtain the reason why KEDA chooses the international path.According to the nature of the causes,this paper divides them into external and internal factors,and the sorting of external factors depends on PEST model.It is found that 7 external factors including home country related policies and all the internal factors will affect two or three stages of the path of KEDA 's internationalization at the same time.We selected these factors to make a statement first,and then analyze the factors that affect each stage separately.Finally,we points out the problems and risks faced by KEDA during its internationalization from the internal and external perspectives.The internal perspective are the low-end product line and lacking of international professionals,and the external perspective are the risk of overseas investment,exchange rate fluctuation and capital risk.This research deeply analyzes KEDA 's international development path,points out the problems encountered in its international operation,and provides specific suggestions for improvement,which is of guiding significance for its future international business development and brand promotion.At the same time,it also provides reference and guidance for the internationalization development of traditional advantageous manufacturing enterprises in Guangdong-Hong Kong-Macao Greater Bay Area and even the whole country.Hope to promote the traditional advantage of domestic manufacturing industry to go abroad,enhance the degree of internationalization of enterprises,and enhance the international competitiveness of enterprises.