| The bus industry in the 1920 s to the 1990 s in the golden stage of development,bus products in short supply,but also the emergence of many bus companies,and gradually become an important part of China’s industry.In the 21 st century,the quality of Chinese bus products has been continuously improved and widely popular in the international market,but the rise of new travel modes such as high-speed railways has gradually had a strong impact on the bus market,making Chinese bus companies face increasing and increasing pressure to survive.Therefore,bus companies must seek new market space and profit growth points to avoid fierce domestic competition.Turning the target to the international market and increasing the export volume of products is undoubtedly a new idea to improve the visibility of enterprises and maintain a dominant position.Yutong Group is the leading enterprise in the international development of the bus industry at present,and it is also one of the earliest bus companies in China to carry out internationalization.Yutong Group is the leading enterprise in the international development of the bus industry at present,and it is also one of the earliest bus companies in China to carry out internationalization.This paper takes Yutong Group as a case study,analyzes its business strategy and business performance in the current economic background for the international market,in order to make a useful exploration of the international operation of Yutong Group and provide certain reference significance for the international operation of Chinese bus enterprises.The main research methods in this paper are the case study method and the entropy method.First of all,this paper introduces the current situation,motivation and environment of Yutong Group’s international operation,and finds that Yutong Group is growing rapidly and its overseas operating income is gradually increasing;at the same time,through the study of its internationalization motivation,it is found that the main motivation for Yutong Group’s internationalization is to seek new markets,avoid domestic competition,break through trade barriers and enhance the competitiveness of enterprises.Secondly,the business strategy of Yutong Group in the international market is analyzed in detail,including the target market selection strategy,the target market entry strategy and the international marketing mix strategy,and it is found that Yutong Group has created the "Cuban model" of international operation after years of overseas market hard work,and has embarked on an international development path from product output to technology output to brand output.Thirdly,using the international spider web model and entropy method to evaluate the degree and performance of the international operation of enterprises,through horizontal and vertical comparative analysis,it is found that the financial performance of Yutong Group is relatively stable,but it is still in a leading position in the same industry,and it is also concluded that Yutong Group is still in the initial stage of international development.Finally,corresponding suggestions are put forward for the problems reflected in the performance analysis of Yutong Group to further improve the ability of Yutong Group to operate internationally. |
