Study On Z Company’s International Engineering Market Expansion Strategy

At present,the COVID-19 epidemic and trade protectionism are sweeping the world,and the global economic situation is faced with severe challenges,thus leading to the shrinking international engineering business,causing the spot exchange and financing projects to decline,and further intensifying the market competition.However,when it comes to the demand for global infrastructure construction,the two peak overlapping periods of new construction in developing countries and renewal as well as renovation in developed countries will usher in a bright moment.In this sense,the development potential of the international contract engineering industry is still worth looking forward to.Particularly,with the further advancement of national strategies such as "Going Global","One Belt,One Road",and "Three Networks and One Transformation",China’s international engineering contracting will usher in new opportunities and competitive advantages.Therefore,it is a realistic and urgent major task to smoothly promote the transformation and upgrading of Z company’s overseas market expansion strategy,adapt to the complex environment of the international market,continuously improve the company’s core competitiveness,and achieve the sustainable operations of the company.Based on a comprehensive review of relevant concepts and theories,with the help of PEST and Porter’s five forces analysis tools,taking internal and external environment analysis as the starting point,the paper analyzes the current situation of Z company’s international engineering market expansion,and focuses on the problems and reasons of the company’s international engineering market expansion,and then puts forward the targets,principles and paths of transformation and upgrading of international engineering market expansion strategy.The paper focuses on the four major transformation and upgrading measures of Z company: one is to improve the operation and maintenance capabilities of the entire industry chain,the other is to focus on new infrastructure areas,the third is to actively adjust the organizational structure,and the fourth is to vigorously attract and cultivate compound talents;Finally,to ensure the smooth implementation of the transformation and upgrading strategy,the safeguard measures in terms of strengthening talent guarantee,increasing financial support,optimizing management and control mode,and creating cultural atmosphere are elaborated in the paper.