The Research On The Internationalization Strategy Of Shandong Linuo Ritter New Energy CO.,LTD

As a kind of green,low-carbon and economic clean energy,solar hot water system is of great significance for optimizing energy structure,reducing carbon emissions,reducing haze and solving hot water supply.Most countries around the world also regard solar thermal utilization as a key development direction and have a promising future.Since 2005,China has been the world’s largest producer and consumer of solar thermal energy,especially in the field of residential solar water heaters,accounting for 70%of the world’s total.However,high-rise buildings will increase the difficulty of installation of solar hot water system.In recent years,large-scale urban construction in China has brought more high-rise buildings,which led to the decline of solar hot water market for seven consecutive years.Domestic production capacity is seriously excessive,and enterprises in the industry are under tremendous operating pressure.Globally,the demand for solar water heating systems in other countries is not as large as that in China,but it is still growing steadily.In order to achieve breakthroughs and sustainable development,enterprises in the industry must go out and open up new markets,and implement the internationalization strategy is imperative.Many peers in the industry have also seen opportunities in overseas markets,and have gone abroad to implement the international strategy.But basically,they mainly focus on simple foreign trade,which generally shows the problems of product homogeneity,lack of core competitiveness,lack of innovation ability and unclear strategic objectives.Taking the internationalization strategy of Shandong Lino Ritter New Energy Co.,Ltd.as the research object,this paper studies the relevant literature of strategic management theory and internationalization development strategy theory,and on this basis,makes a thorough study and Discussion on the formulation,implementation and safeguard measures of Lino Ritter(hereinafter referred to as "Lino Ritter")internationalization development strategy.With the help of PEST and SWOT analysis tools,this paper analyses and studies the internal and external environment of Lino Ritter,and concludes the main advantages of Lino Ritter,including:industrial chain and group size advantages,leading edge of high-end technology industrialization,brand,channel,team advantages,etc.The main disadvantages include:weak ability of core technology transformation,traditional marketing mode,short internationalized compound talents,etc.The main opportunities are:opportunities brought by clean energy policies of all countries in the world,opportunities brought by expanding market areas,opportunities brought by environmental protection requirements,opportunities brought by rapid development of related industries;the main threats include:the threat of intensified competition of alternatives,the threat brought by unbalanced market structure,and the operation mode of single distributor.Threats of high-end technology industrialization and slow development.Through analysis and research,the international development strategy of Lino Ritter has been formulated.With the strategic motive of seeking a broader market,India has been chosen as the target market,and the mode of overseas direct investment has been adopted to enter the market.Five strategic implementation measures have been formulated:system integrator,service marketing,brand promotion,construction of engineering business network and professional technical team.In order to effectively implement the internationalization strategy,this paper implements safeguard measures from the aspects of organizational structure,human resources,capital preparation and cultural construction.This study has positive significance and is generally applicable to most domestic solar energy heat utilization enterprises.This study provides samples and reference schemes for the formulation of international development strategy of solar energy heat utilization enterprises in China.