Research On The Internationalization Strategy Adjustment Of AD Company

Founded in Taiwan in 1983,AD company(Hereinafter referred to as: AD)began to implement its internationalization strategy in 1987.After 30 years of internationalization development,AD has established 70 owned organizations around the world,Operating net income from outside Taiwan accounts for more than 90% of its total operating income,Now,AD has become a world leader in the field of PC-based controller.It is no doubt that the internationalization of AD is successful from the results,but in fact,AD has taken some detours during the implementation of the internationalization strategy.Through the analysis of the formulation,implementation,evaluation and control of AD's unadjusted and long-term implemented international strategy,this paper puts forward the plan for the adjustment of AD's internationalization strategy in order to,on the one hand,realize the analysis and evaluation of AD's long-term implemented international strategy and find the basis and solutions for the adjustment of AD internationalization strategy;on the other hand,fill two blanks:one is that there are few complete empirical studies and quantitative analysis of internationalization strategy at home and abroad until this paper,the second is to provide enlightenment for Chinese enterprises' internationalization.Whether after the AD's stock was listed on the Taiwan stock exchange(TWSE)in 1999 or what great changes have been taken place in the internal and external conditions of AD as well as what AD has adjusted it's business philosophy in the later 30 years,AD had never adjusted it's original internationalization strategy.Through the study of the dynamic and static of AD's internationalization strategy by combining qualitative analysis with quantitative analysis,this paper explains the rationality what AD has never adjusted its internationalization strategy,the more important is to find the management problems that exist in AD's internationalization strategy,and to eliminate these problems would require AD to adjust its internationalization strategy and internationalization strategy management,therefore,this paper puts forward some corresponding solutions for the adjustment of AD's internationalization strategy and its management.This paper focus on the following research and analysis: The change of AD's ability,core competence and competitive advantage in the implementation of its internationalization strategy and the evaluation methods for assessing ability to contribute to competitive advantage is creatively put forward here;Whether or not AD's internationalization strategy complies with the changes of AD's internal and external conditions and the choice is appropriate,It also quantitatively analyzes the attraction,competitive potential and synergistic effect of AD's international strategy in 2016 to assess the appropriateness of the current internationalization strategy;whether or not AD has achieved the key objectives and the execution is appropriate in the implementation of the international strategy;whether or not what AD has done is appropriate in international strategic evaluation and control,and countermeasures are put forward based on the above analysis.According to the research of AD's internal and external environment and SWOT analysis,a new plan is proposed to adjust AD's current internationalization strategy;the system architecture which is based on the balanced scorecard is found to adjust AD's internationalization strategy management;the relevant mechanism which is to ensure the success of adjustment of AD's internationalization strategyThis paper also puts forward three important enlightenment for Chinese enterprises internationalization: to establish a scientific strategy management system,to realize the risk of internationalization strategy and to pay attention to problems which are stood in the way of becoming the world's outstanding enterprises.The research on the adjustment of AD's internationalization strategy has certain reference significance for theory circle and academia to study strategic management,and also has very good reference value for the practice in strategic management,especially in internationalization strategy,and is more valuable for AD itself to plan its future internationalization strategy.