The Research Of Sany Heavy Industry International Business

With the development of technology and administration, enterprises do not satisfy only domestic market but also focus on overseas market for gaining one seat in economic globalization, such as SANY, the industry-leader, already starts its international program to widen grades with others in the future. Both how to increase oversea sales, improve brand recognition and how to use global resource to make effective international strategy are the most important questions which to be rearranged and implemented by SANY.Under the background of economic resurgence and rat race, this research elaborates motive and tendency of international strategy through investigating theory of strategic management and international strategy base on analyzing home and abroad politics, economics circumstances and development trend of global engineering machinery. Recombine SWOT analysis mode to analyze merit, demerit, opportunities and challenges of SANY, and investigate its defect during the process of internationalization since 1994.Reference to successful international experience of corrivals which are Caterpillar. Komatsu, Zoomlion and XCMG, and enumerate usual pattern that contains the introvert type, the low-cost expansion type, the channel type, the merger and acquisition and overseas listed type to define global overall direction of SANY,. Advising for internationalization of merchandise, human resource and marketing combine with practical situation and mid-long term global object of SANY, making specific embodiments to achieve target.