Study On The Internationalization Strategy Of Eaglerise Electric&Electronic Company (China)

With the development of economic globalization, Chinese economic is integrated with world more closely. Chinese Small&Medium-size enterprise has obtained capability of participating international competition and has participated in integration of world economy to implement Internationalization strategy for gaining more resource and profit. However, the internationalization of Chinese Small&Medium-size enterprise is still at a primary stage. It would be a object lesson for Small&Medium-size enterprise to research how to carry out internationalization strategy. The article studies the existing internationalization theories and takes the EAGLERISE as a typical case to analysis its macro-environment and competition environment of Eaglerise’s Internationalization strategy, specifies its marketing position and product position. An internationalization strategy combining direct export, strategic alliance, establishing overseas branches and IPO in overseas was determined. And measure of safeguard was specified to implement internationalization strategy. The study finds that Small&Medium-size enterprise should finalize targeted measure based on its actual conditions. Organizational structure should be accommodated to different stage of internationalization and a multiple corporate culture conforming to core value would be advocated and personnel incentive mechanism should be improved for the purpose of implementing internationalization strategy.