Research On Internationalization Strategy Of Shenzhen Skyworth Digital Technology Company

Under the wave of economic globalization and liberalization,the transnational flow of capital and technology of transnational transfer are becoming more frequent and scale,more and more enterprises go abroad,they have achieved production scale and operational benefit by optimizing allocation of production factors such as international capital,labor,organization and land.At the same time,in the process of formulating development strategies in China,Chinese enterprises need to use an international perspective to dynamically evaluate the international environmental threats and opportunities,and at the same time examine the strengths and weaknesses within the enterprise,thereby exerting core competitive advantages,compensating for disadvantages,seizing the opportunity to avoid threats,thus achieving the effective extension and sustainable development of business management.Skyworth digital co.,LTD.,as a private enterprise of digital TV equipment manufacturing in China,has entered the international market for a short time,but has achieved remarkable results in international operation.In this context,this paper first describes the research background and significance,research ideas and methods,the structure of this paper and the internationalization strategy theory and tools.Then according to relevant data,the use of external factor evaluation matrix(EFE),internal factor evaluation matrix(IFE)and porter’s five model respectively to Skyworth digital company’s own resources and capabilities,the external environment and industry competition situation and development trend has carried on the comprehensive analysis of the strategy,and use the SWOT analysis summarizes the Skyworth digital company’s core competitive advantages,weaknesses,opportunities and threats.Then the quantitative strategic planning matrix(QSPM)is used to objectively analyze Skyworth Digital’s international subsidiaries strategy and transnational strategy.This paper analyzes the choice,formulation and implementation of Skyworth digital company’s internationalization strategy,and base on the discusses the company’s successful experience and shortcomings in the internationalization decision-making process.Skyworth digital company’s international development path is first through the internal and external environment analysis,combined with the company’s advantages and industry opportunities,establish international subsidiaries strategy,and in the process of internationalization of the expansion of learning summary of iterative evolution.Skyworth Digital Company voluntarily gave up its retail business in the implementation of international subsidiaries strategy,focus on service operators,and continuous investment on the target market,as well as strong implementation guarantee.After defining the target market,the company realizes "preconceived idea" through strategic docking with the target customers,and gradually develops the international market by means of continuous cost optimization,developing strengths while avoiding weaknesses,flexible cooperation mode and gradual penetration.In the process of internationalization development,Skyworth digital company have successes and shortcomings,opportunities and challenges,its development model can be used for reference to the internationalization of other similar enterprises.