The Research On The Internationalization Strategy Of Ansteel Group Corporation

After the global financial crisis in 2008,the contradiction between supply and demand caused by the overcapacity of steel production and the decrease of steel demand made the Chinese steel industry enter the era of low profit and even negative profit.As an extra large State-owned iron and steel enterprise,Ansteel Group Corporation(abbreviated as "Ansteel")faces the same difficulty.The sluggish domestic demand and fierce competition makes it necessary for Ansteel to transfer the target profit market from domestic to foreign countries.As an central enterprise,Ansteel takes on the historic duty of Changing China from "a big steel country" to "a powerful steel country" so that Ansteel is in urgent need of internationalization,participating in global competition,enhancing international competitiveness."The Belt and Road" strategy provides precious opportunities;"Supply-side reform" also requires the cooperation and transfer in surplus production capacity.In conclusion,Ansteel urgently needs to build an internationalization strategy system according to the current environment,further expanding international operations,finding new profit growth point.This paper takes Ansteel Group as researching object.Firstly,this paper reviews the theory of enterprise strategy management and internationalization by extensive collection of materials and provides a theoretical basis.Then it reviews the general situation of Ansteel and analyzes the internationalization process of Ansteel.It analyzes the motivation of Ansteel's internationalization based on international production eclectic theory.Then it analyzes the macro environment by using the PEST model,analyzing the industry environment by using Porter's five forces model,analyzing internal environment by using the theory of ownership superiority.On the basis of the above analysis,SWOT analysis is used to analyze the strength,weakness,opportunities and threats.According to the results of the analysis and the theory basis,the paper focuses on the construction of Ansteel's internationalization strategy by analyzing strategic objectives,strategic task,strategy type,competition strategy,location selection and market entry mode.In order to ensure the effective implementation of the strategy,the article puts forward safeguard measures including policy incentives,technical innovation,international talent cultivation and risk prevention and control.