Research On Dubai Market Development Strategy Of ZJ Middle East Company

With the rapid development of the Chinese economy,the construction project quality has been greatly improved,as well as the international popularity of Chinese construction enterprises.Nowadays,while Chinese construction enterprises are constantly expanding their domestic market,many large-scale enterprises are actively trying to expand their overseas market and find new business growth points.Facing the increasingly fierce international competition,it is very important to carry out overseas market development and formulate a scientific and reasonable international market development strategy in combination with its reality.In recent years,more and more construction enterprises have begun to explore the rich United Arab Emirates market,and Dubai is the largest city and the most populous emirate in the United Arab Emirates,ranking first in terms of economic strength.Its abundant capital and first-class urban quality have attracted many internationally renowned construction enterprises to stop here for in-depth market development.A state-owned enterprise in China is also one of them.Therefore,this paper studies the overseas development strategy of Chinese construction enterprises,taking Dubai market development as an example,hoping to provide experience for other Chinese construction enterprises to go to the overseas market.First of all,based on the literature review at home and abroad,this paper puts forward the research purpose,content and basic methods around the large market background.Secondly,the paper expounds on the theoretical basis of marketing and introduces the common ways of market development,which provides the necessary basis for later writing.Then,starting from the basic situation of the Middle East company and combining with the environment and characteristics of Dubai construction market,this paper makes an in-depth analysis of its external environments such as politics,economy,society and engineering technology,and expounds the advantages and disadvantages,opportunities and threats faced by the enterprise.Based on the internal and external analysis,the vertical integration strategy,diversification strategy,cost leadership,and differentiation strategy and cooperation strategy as the strategic focus of Dubai market development are selected.This paper holds that the future market development orientation of the Middle East company includes the following: the real estate construction business focuses on the "high-end" market and government public construction projects,transforms to technology-intensive fields;the infrastructure business focuses on Rail Transit,oil and gas infrastructure,environmental protection and other high-end projects;the mechanical and electrical business focuses on industrial projects and oil and gas projects;continue to develop BOT,PPP and other derivative business models,and promote the mutual promotion of financing and contracting.Form a business model of vertical integration and multi-business development.Finally,according to the market positioning of the enterprise,this paper puts forward market development plans such as accelerating business transformation,building a high-level talent team and adopting business localization strategy,and puts forward corresponding guarantee plans from the aspects of human resources,management system,corporate culture,information platform,etc.to meet the smooth implementation of Dubai market development strategy.Based on years of business contacts in the Dubai market,this paper hopes to provide reference and help for Middle East companies to develop the Dubai market and provide a rich experience for other international engineering contracting enterprises in China to develop overseas markets.