Research On International Business Development Strategy Of CRRC Zhuzhou Electric Company

In recent years,the traditional energy is increasingly harmful to the environment,Around the world,all countries value the environmental protection and resource conservation.This trend has greatly promoted the rapid transformation of driving equipment manufacturing industry to green and pollution-free electric drive,and the electric drive equipment manufacturing industry is facing historic development opportunities.CRRC Zhuzhou Electric Co.,Ltd.(hereinafter "The Company")provides reliable,safe electric drive products for rail transit,wind power generation,industrial machinery and electric vehicle industry etc.After more than five decades of development,The Company has a considerable scale and is in a leading position in the domestic industry.However,in the early stagy,The Company focused on developing and operating the domestic market and did not focus on international market development and international operation.Its international business just started,and the comprehensive ability of internationalization was insufficient.Based on the relevant theories of internationalization development strategy,the dissertation takes the internationalization strategy of The Company as the research object,studies the internationalization business development strategy of rolling stock,wind power generation,industrial machinery and electric vehicle driving equipment.Firstly,the dissertation analyzes the strategic theory and internationalization theory and related research status based on the research background and significance,puts forward the research ideas of this dissertation,selects the research methods such as literature retrieval,information research,experience summary and so on.Secondly,the dissertation uses PEST analysis and Poter enterprise value chain model,systematically analyzes the external and internal environment faced by The Company’s international business development,and summarizes and analyzes the threats,opportunities,advantages and disadvantages faced by The Company’s international development through SWOT analysis.Thirdly,combined with The Company’s overall development vision and international business development ideas,this dissertation puts forward the "Centralization strategy" for The Company’s key products,key markets and key customers in the overseas market of the four main business sectors of rolling stock,wind power generation,industrial machinery and electric vehicle drive equipment,as well as the " Integration strategy " aimed at integrating upstream and downstream direct procurement,manufacturing,marketing "Vertical integration strategy" of after-sales service and "Horizontal integration strategy" of integrating global R & D,manufacturing and service resources in the same industry.Finally,it defines the strategic implementation steps of The Company’s international business development strategy and formulates the strategic safeguard measures from the four dimensions of organizational structure,talent guarantee,system construction and risk control.At the same time,the expected effect of the proposed international business development strategy is prospected.This dissertation has certain theoretical significance and practical application value to the international business development strategy of rolling stock,wind power generation,industrial machinery,electric vehicle industry and drive equipment industry.This dissertation not only discusses how enterprises put forward international development strategies that meet their own development needs in the face of complex and changeable economic and political environment and relevant industrial policies,but also has strategic guiding significance for the overall development planning of enterprises.Meanwhile,it provides practical reference for the international business development strategies of other domestic drive equipment enterprises.