A Study On International Strategy Of Chinese Motorcycle Enterprises

Under the circumstances that China develops export-oriented economy in a more cost-effective manner, the motorcycle trade that belongs to the typical labor-intensive manufacturing industry utilizes our country's comparative advantage of workforce resource to get development at full speed. In the face of the competitive pressure that is being strengthened constantly by the Chinese motorcycle enterprises, the Japanese motorcycle enterprises begin to adjust their competitive strategies in an all-round way through the opportunity that China has joint WTO. By annexing the Chinese motorcycle enterprises and cooperating with the Chinese related system manufacturers of spare parts of motorcycle, the Japanese motorcycle enterprises purchase in a large amount among the low-cost spare part related system in China to assemble completed motorcycles to sell in the global market. The final goal is to regard China as their product-supplying base of their distributing-nets in the whole world. This strategy has weakened the existing competitive advantages of the Chinese motorcycle enterprises seriously.For adapting to the new competitive environment, the Chinese motorcycle enterprises must exceed the already existing domestic developing model, and take the international developing path. Through implementing the internationalization strategy, the Chinese motorcycle enterprises could expand the resource foundation, obtain the creative assets, upgrade the motorcycle key technology and the organizational management ability of internationalization, and upgrade the international competitive ability. The Chinese motorcycle enterprises should realize the transition from the original partial competitive advantages based on the positioning ability on the native country market, the low-cost manufacturing capacity and the ability of sale to the global competitive advantages based on the technological innovation ability based on studying in the whole world, the global overall cost leadership, and the ability ofinternational marketing.In this course, the foreign direct investment is a basic way to realize the key goal. The Chinese motorcycle enterprises should take different policies of investment location choice and different ways of entrance according to different goals of foreign direct investments. In order to realize the goal of the motorcycle enterprises' internationalization, the enterprises should pay attention to four key links: Setting up the global overall cost leadership, promoting the innovation ability, brand globalization and marketing localization, and global value activity integration.