Research On Optimization Of S Motor Company's International Business Strategy

Due to the continuous development of economic globalization,the internationalization of Chinese enterprises has become the necessary way for the rapid development of enterprises.With the growth and diversification of international market demand,the internationalization of Chinese enterprises is more difficult.As one of the four major automobile groups in China,S automobile company is in the forefront of domestic production and sales.If S automobile company wants to further expand the market scale in the future,it is necessary to develop the international market to achieve success.Therefore,it is necessary to make a comprehensive study of the international business strategy of S automobile company.The international management strategy of S automobile company is the research object of this article.Through the research of the related theories of development strategy,intermational management strategy and related literature,based on the theory of Balanced Scorecard,this paper analyzes the current situation and development process of S auto company.s international operation.As one of the four major automobile groups in China,S automobile company is in the forefront of domestic production and sales.Its future needs to further expand the market scale.It is necessary to move towards the international market to open the situation.Therefore,it is urgent to carry out a comprehensive research on the intermational operation strategy of S automobile company.The analysis shows that there are some problems in S automobile company,such as unclear target market positioning,poor international marketing channel,lack of product localization,lack of market competitiveness and overseas financing channels to be expanded.Based on the analysis of the strategic target and strategic map of S automobile company,the internal advantages and disadvantages,external opportunities and threats of S auto company's intermational operation are analyzed in detail by using SWOT analysis method.It is suggested that S auto company adopt a torsional WO strategy and apply them,it means use external opportunities to overcome internal disadvantages.For example,we should strengthen brand positioning and upgrade brand image,strive for international market share,seize the favorable export policies such as "one area and one way",and carry out local operation,make full use of low cost advantage and scale effect,build overseas business channels and after-sale network.According to the theory of Balanced Scorecard,we put forward the corresponding suggestions from the financial level,the customer and the market level,the internal operation level,the learning and the growth level,respectively.The financial aspects include the clear market positioning,the establishment of an international overseas platform,and the introduction of competitive fist products.Increase revenue and profit,etc.At the customer and market level,including improving product quality and reliability,strengthening technological innovation and improving customer satisfaction,etc.In the internal operation level,it includes improving the efficiency of operation process,improving the punctual delivery rate,preventing environment,occupational health and safety accidents,etc.On the level of learning and growth,including the emphasis on the introduction and training of strategic intermationalized talents and posts,reducing the loss rate of core employees,strengthening human capital,promoting innovative,rigorous and open corporate culture,and creating a learning enterprise atmosphere.