Research On International Business Strategy Of Brainware Changan Company

Under the present context of globalization with a highly integrated economy,China will devote itself to building a new pattern of opening-up in all directions.Enterprises will face pressure from both domestic and international competitions.The proposal of the great strategic concept of "One Belt and One Road" will provide the opportunities for Chinese enterprises to participate in international competition and point out the direction.And the strategy of "Going out" is a strong support for deepening the international economic cooperation by our enterprises.As the typical representative of the state-owned military enterprises,Brainware Changan Co.,Ltd.responded to the national policies during the "Thirteenth Five-year Plan",improved its overall operation and layout,actively carried out international operations and strived toward the goal of becoming "First-class domestic and international excellent" multinational enterprises.As Brainware Changan's international business is still in its infancy and its development level is not high,under the historical opportunity brought by the "One Belt and One Road" and "Going out" strategies,the analysis of the company's international business strategy to provide guidance has a strong practical significance.Guided by the theory of international operation and its strategy,this article first introduces the general situation of Brainware Changan,and then analyzes the current situation of its international operation.At present,Brainware Changan's international operation is not good,and there is a big gap between the company and world-renowned multinational corporations.After that,PEST analysis is carried out on the macroscopic environment in which the company is located.And then,it studies the internal and external environment of Brainware Changan's international operation,analyzes its advantages(S)and weaknesses(W),oppetunities(O)and threats(T),builds the SWOT matrix analysis table of the company's international operation,and puts forward the corresponding countermeasures.Then according to the previous analysis and research,this paper puts forward the formulation principle,target and specific content of Brainware Changan international business strategy,and concretely divides the strategy into five sub-strategies,which are the multiple development strategy,the independent innovation strategy,the brand construction strategy,the personnel training strategy and the cultural integration strategy.And it proposes some suggestions of main measures on implementing the Brainware Changan's international business strategy.At last,the conclusion of this paper's research is summarized and the research prospect is put forward.