Research On International Operation Strategy Of Yiyang Rubber & Plastics Machinery Group Co., Ltd

As the backbone of tire industry, rubber machinery industry is closely connected to tire and auto-mobile industry. On the one hand, with the tire industry fully fueled by the rapid growing automobile industry, 9 in 10 among the world top 10 tire companies come to China to build plants, which brings a great opportunity to local rubber-mach makers. On the other hand, the great majority of world top rubber machinery companies, along the road of tire companies, set up wholly-owned or JV in China, which brings a strong challenge to local rubber-mach makers.As a matter of fact, some local top makers already have certain competitive advantage in terms of product, technology, performance and quality, especially price.These together generate a cute phenomenon: domestic market globalize, global market localize.Yiyang Rubber & Plastics Machinery Group Co.,Ltd (hereafter called as"YRPM") is a company owning 36-year experience in the line. As a manufacturer among that backbones the domestic rubber machinery industry, how to compete with counter-partners both from coastal cities and overseas, how to further realize a leap progress from products output, service output to culture output, and how to update to a world-class rubber-mach maker rather than domestic top alone, it must seek a tailored strategy.In this context, the author depicts the internationalizing experience of YRPM since the year of 2000, and attempt to prove that in today's international business, Chinese local rubber-mach makers should take advantage of exterior force, lay strength in the establish of self-innovating system, in cooperation with overseas investors, universities and research institutions, emphasis in technology innovation based on technology introduction and digestion, and finally realize self-innovation. And they shall fully utilize the global source in all-around to facilities leap-lop progress. In addition, With analysis of exterior macro environment and competence in the line as well as SWOT of YRPM, the author manages to position and then choose a strategy for YRPM's international operations; make out a implemental strategy, especially in establishing an innovative system, and attempts to probe a strategic plan for YRPM in the following 5 years, especially under the background of China entering into WTO for the second time next year and innovative nation proposal, aiming to level up the international core competence.