| Baoxin Group is one of the top 10 private design institutes in China and the first listed architectural design business in Hunan.With 18 subsidiaries,it is a representative of China’s private construction companies.Baoxin Group’s main business is construction.In recent years,on the one hand,the upstream real estate business is approaching saturation,the global economic downturn and the impact of the novel coronavirus epidemic;On the other hand,Baoxin Group’s own strategic unit has suffered repeated setbacks,with its subsidiary Baojiaxiangshu Technology declared bankrupt due to financial problems.Baoxin Group has to find a new way out of its internal troubles and external troubles.After the discussion of the senior management of the group,"going global" has become the only choice for Baoxin Group,but it is followed by a difficult choice of "where to go".This study first introduces and analyzes the multinational operation of Baoxin Group,and then analyzes the current situation and existing problems of Baoxin Group’s "going global" from internal and external perspectives.Secondly,with the help of SWOT analysis,the internal and external situation of Baoxin Group is analyzed in detail from four dimensions of internal advantages,internal disadvantages,external opportunities and external challenges,and it is concluded that "going global" is the only way for Baoxin Group to survive and even develop.However,in order to smoothly implement the "going global" strategy,"Where to go" is the first problem that Baoxin Group needs to overcome.Then,based on the aforementioned SWOT analysis,suggestions are put forward for Baoxin Group to implement the "going global" strategy from three dimensions: attracting talents and expanding funds,reducing risks and connecting the chain,and multi-channel optimal selection.Then,on the basis of full study of previous relevant literature,this study summarized the factors affecting the location choice of enterprises "going global",and built the evaluation index system of location choice accordingly,and built the relevant model,taking the countries and regions along the "One Belt and One Road" as samples,and using the principal component analysis method to measure.Finally,the total score and ranking of the attractiveness of the countries and regions along the "One Belt and One Road" to the implementation of "going global" for construction enterprises are obtained,and according to the score,the construction enterprises are divided into four categories: recommended entry,acceptable entry,deferred entry and not recommended entry.The conclusions and prospects are as follows: Firstly,the construction market attraction of countries along the "One Belt and One Road" has a big gap and the "going out" market of Baoxin Group is broad,which indicates that Baoxin Group has a broad prospect in "going out",but it needs to choose an appropriate location to solve the internal and external problems.As a result,Baoxin Group should concentrate on its strengths.Strong entry into Singapore,Indonesia,United Arab Emirates,Vietnam,Malaysia,Saudi Arabia,Russia and other countries.Then,the prospect of the development of Baoxin Group is put forward.From "going to sea by borrowing a ship" to "going to sea by shipbuilding",Baoxin Group needs to find its own development positioning,take advantage of the national policy support and the east wind of the "Belt and Road" Initiative and the RECP agreement to set sail.Finally,this study provides a direction for future research by looking at the industry,Baoxin Group,and future research directions. |
