Research On The Internationalization Strategy Of Sany

The global economy is moving in diversification, integration of direction. More and more Chinese corporations show great desire for being "international". Internationalization is not only needed for the inner development of the corporation itself, but also needed by its long-term surviving. Hence, it is highly important for the corporation to make effective strategies of internationalization. Nowadays, there are several hot topics among entrepreneurs which are "how to be a part of the international market with great potentials,""how to become international," etc. Compared with other industries, the industry of Chinese construction machinery started late in the fierce international market. However, we could still see some corporations as Sany, stand out in the campaign of internationalization.Sany’s internationalization becomes the rebirth of the whole corporation. Sany dreams of being a world-class construction machinery manufacturer. Since getting involved in the international market in2002, Sany has been developing its internationalization strategies through overseas investment, building marketing channels, overseas merger, strategic cooperation and so on. Until now, Sany has already exported many categories of products to almost110countries and regions over the world. Meanwhile, SANY investment and construction engineering machinery R&D and manufacturing base in the United States, Germany, India and Brazil, which makes Sany become the most representative construction machinery manufacturer in the internationalization campaign. During this process, Sany’s experience enjoys far-reaching meaning for those followers of Chinese corporations.This paper is aiming to discuss about the operation strategies in Sany’s internationalization process, which is mainly based on corporation internationalization theory, strategy selecting theory and Sany’s history, current situation and future planning of internationalization.Firstly, this paper talks about the current main-stream theory of corporation internationalization, which is the back-up theory for the case of Sany in the following sectors of the paper. Secondly, this paper analyzes the opportunities and threats facing Sany overseas in this competition environment according to the latest trend of the development of international construction machinery industry. It also presents Sany’s advantages and disadvantages in details with the support of internationalization strategy theory and Sany’s10years of history during the process. Combining with the analytical results of inside and outside business environment, this paper discusses about the rationality of the strategic selection of Sany’s internationalization from the aspects of organization structure, dealer development, human resources and after-sales service, which offers more reference and enlightenments for the internationalization process of other Chinese corporations.