中国中小企业国际战略的分析论文.docx

中国中小企业国际战略的分析论文.docx

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中国中小企业国际战略的分析论文

中国中小企业国际战略的分析

英国启航论文

 经济全球化的影响扩大，中国的中小型企业也逐渐面临着如何和他们的商业竞争对手抢占国际市场的问题。

但是，对于这些中小型企业来说，进入国际市场并不是一件容易的事情。

首先，从他们目前的技术和金融环境来看，中小型企业现阶段必须要面对的问题就是如何提高自身的竞争力，以更好的适应国际市场客户的需求。

在进入国际市场之前，中国的中小型企业要提高自身的科学技术水平，要制定科学的管理体系，同时，选择合适的进入模式和策略也是十分重要的，毕竟，可持续发展的中国中小企业在国际市场占有重要地位。

这是有关国际市场的竞争环境主要根据技术创新的要求,管理改善和社会和文化影响这些企业的发展战略。

本文以上海同济建设模具工厂作为一个例子来说明中国中小企业为了生存做国际业务的竞争，为了实现这一目标,本研究论文将同时使用主数据和辅助数据来分析国际商业竞争的现状。

AnAnalysisoftheInternationalStrategyofSMEsofChina

（WiththecasestudyofTongjiBuildingMoldFactory）

TableofContents

1.Introduction.3

2.Literaturereview..4

2.1History.4

2.2Policy.6

2.3Currentconditions7

3.Methodsandimplementation.9

3.1Datacollection.9

3.2Samplesize.9

3.3Analyticalmethod.9

4.Researchfindings10

4.1FeatureanalysisofSMEs’overseasmarket10

4.1.1Severecompetition.10

4.1.2Flexiblemarketingstrategyinenteringtheinternationalmarket10

4.2SWOTanalysis11

4.2.1Strengths11

4.2.2Weaknesses12

4.2.3Opportunities12

4.2.4Threats12

4.3Analysisofentrystrategies13

4.3.1Selectionofentrymode.13

4.3.2PESTanalysisofthetargetmarket13

4.3.3Productionpositioning.14

4.3.4Pricing.14

4.3.5Businesschannels14

4.3.6Customermanagement15

5.AcasestudyofShanghaiTongjiBuildingMoldFactory.16

5.1Companyintroduction.16

5.2Strategyanalysis16

5.3Effectiveness18

6.Conclusionandrecommendations19

References:

19

Appendix:

20

1.Introduction

Withthemoreandmoreinfluencefromtheinternationalmarket,smallandmediumenterprises（SMEs）ofChinaareconfrontedwiththeproblemofhowtoentertheinternationalmarketandtocompeteagainsttheirbusinessrivals（Chalmers,2009）.However,fortheseenterprises,toentertheinternationalmarketisbynomeansaneasything.Judgingbythepresenttechnologicalandfinancialconditions,ChineseSMEsstillneedtoimprovetheircompetitivestrengthsoastobettersuitthecustomerdemandsoftheinternationalmarkets.Thisisduetoavarietyofdifficultiesconfrontedbytheseenterprisessuchasthedeficienttechnologicalsupportandthelackofscientificmanagement,whicharebothimportantinenhancingthecompetitivepowerofcross-borderbusinesses（Holman,2007）.Inthemeanwhile,theselectionofthesuitableentrymodeandstrategyisaswellimportantforthesustaineddevelopmentoftheChineseSMEsintheinternationalmarketplaces.Inthisresearchpaper,theauthorintendstouseShanghaiTongjiBuildingMoldFactoryasanexampletoillustratehowChineseSMEshavetodoinordertosurviveinternationalbusinesscompetition.Inordertoachievethis,thisresearchpaperwillusebothprimaryandsecondarydatatoanalyzethecurrentsituationofinternationalbusinesscompetition.Thiswillbechieflyconcerningthecompetitivesurroundingsoftheinternationalmarketaccordingtotherequirementsoftechnologicalinnovation,managementimprovementandalsothesocialandculturalimpactuponthedevelopmentstrategiesoftheseenterprises.

Byandlarge,severecompetitioncanbeconsideredtobethechieffeatureoftheinternationalbusinessatthepresenttime.AndthisisnecessarilythemajorissueforChineseSMEstoentertheinternationalmarket.Onthewhole,theentryofChineseSMEsintotheinternationalmarkethastoobservethespecificenvironmentofthetargetedmarketplace（ZhangLei,2010）.Thesefeaturesofthetargetedmarketenvironmentmaybeimpactedbyaseriesoffactorsrangingfromthelocaleconomicconditionandthelegalsystems（CroesandVanegas,2010）.Asaresult,forChineseSMEstocompetetheinternationalbusinessrivals,itisofthefirstimportancetostudythefeaturesofthetargetedmarketplaces.Generallyspeaking,ChineseSEMshavetoobservethreemajorfeaturesoftheinternationalmarketplacessoastobeefficientinbusinesscompetition.Inthefirstplace,ChineseSMEshavetostudythefeaturesofinternationalcustomerneedsandalsothetrendsofthechangesoftheseneeds.Onlyinthiswaycantheseenterprisesprovideproductsandservicesthatarewelcomeintheinternationalmarket.Secondly,thedifferenceofthelegalsystemsindifferenttargetedmarketplacesisalsoimportantfortheseenterprisestoobservesoastomakesuitabledevelopmentstrategiesinthesedifferentmarkets.Thirdly,itisalsoveryimportanttostudytheculturalandtraditionaltraitsofthetargetedmarketplacesoftheinternationalsocietyinordertobetterunderstandthediversifiedfeaturesofthecustomerpsychology.So,internationalbusinesscompetitionisbynomeansaneasymatter.Onthecontrary,itisdefinitelyasystematicandstrategicdecision-makingprocessthatisrelatedtotherighteousandefficientchoiceofthedevelopmentstrategyofChineseSMEsintheinternationalmarket.

2.Literaturereview

2.1History

TheparticipationofChineseenterprisesininternationalmarketingandinternationalbusinesscompetitiondidnotbeginuntilthelate1970’swhentheChinesegovernmentbegantoadopttheReformingandOpeningpolicyasthebasicnationalpolicy.Thisisagreatpushtotheprosperityandsustaineddevelopmentoftheinternationalmarketingofthedomesticenterprisesintheinternationalmarket.Especially,fromthemid-1990’s,internationalmarketingofChinesebusinessorganizationshasbeenveryactive.Figuresshowthattherehasbeenasharpincreaseofthenumberofenterprisesengagedinexportofgoodsandservicestotheinternationalmarket.Thetrendisillustratedbythefollowingchart:

Chart1:

Thechangeofthenumberoffirmstargetedatexport

Fromthischart,itisobviousthatfromtheearlier1990s,therehasbeenaverysharpincreaseofthenumberofexport-orientedenterprisesinChina.ThiscanberegardedastheimpactoftheReformingandOpeningpoliciesoftheChinesegovernmentintheprevioustenyears.Encouragedbythecentralgovernmentandtheoveralllegalsystemsofthenationaleconomics,businessorganizationsinChinabegantoseekdevelopmentintheinternationalmarket.Thisislargelyduetothereasonofthedomesticpressureofmarketingandalsotheneedtochangethemanagementstyleofmodernbusinesseswiththegreatadvancementoftechnologicalinnovation.Promotedbythis,therehasbeenaseverecompetitionintheexport-orientedbusinessesandtheoverallinternationalmarketingofdomesticenterprises（CroesandVanegas,2010）.Especially,withtheimpactoftheAsian-Pacificfinancialcrisisbeginningfromthemid-1990’s,therehasbeenaviolentchangeofthepricesofrawmaterialsandotherexpensesforChineseenterprisestoentertheinternationalmarket.ThisisespeciallyaseriousproblemwiththeSMEsbecausetheseenterprisesaremainlyoperatedbytheprivatesectorofthenationaleconomy.Differentfromthestate-ownedenterprises,SMEsinChinausuallydonotfavorfromthegovernmentalsupportandtheyareofteninadifficultpositiontoobtainthenecessaryresourcestomaintainasustaineddevelopmentinthetargetedmarketplace.So,inordertogainthesupportfromthegovernment,SMEsinChinahavetoontheonehandinnovatetechnologiesandcutshortdevelopmentexpenses,ontheotherhand,theyalsohavetokeepagoodrelationshipwiththegovernmentinordertoobtainfavorfromthegovernment,whichisaveryimportantfactorforthebusinesssuccessintheparticularbusinesscultureoftheChinesesoil.

2.2Policy

Withthefastdevelopmentoftheinternationalbusinesses,thegovernmentofChinahasbeensupportingtheexport-orientedbusinessorganizations,includingtheenterprisesoftheprivatesector（Prudhisan,2010）.Thisisespeciallyillustratedbythechangeofthegovernmentalroleinguidingtheeconomicdevelopmentofthewholesociety.Asisknowntoall,Chinahaslongbeeninfluencedbytheso-calledplannedeconomyaftertheestablishmentofthePeople’sRepublicofChinainthelate1940’s.However,thisold-styledeconomicsystemcannotsuitthefastdevelopmentofthedomesticeconomyinthelate1970’s.AnditisinthissituationthatthegovernmentofChinabegantochangeitspoliciesconcerningtheeconomicdevelopmentrouteinthewholenation.Thischangeisespeciallyillustratedbythetransitioningroleofthegovernmentfromababysittertoapolicymakerofthedomesticenterprises.Thefollowingfigureillustratedthischangeofthegovernmentalrole:

Chart2:

Thechangeofgovernmentalroleinthenationalbusinessnetwork

Thedirecteffectofthechangeofthegovernmentalroleinguidingtheeconomicdevelopmentofthenationismostobviouslyillustratedinthemoreindependentdecision-makingofindividualbusinessorganizations,whichinthepastislargelydeterminedbythevarioustypesoflimitationsbythegovernment.Inthefieldofinternationalmarketing,thisimpliestheliberationofthenationalbusinessorganizationstochoosesuitablecompetitivestrategiesintheinternationalmarket.Thisisbestillustratedbythesharpincreaseofbusinessorganizationstargetedatinternationalbusinesssincethemid-1990’s.

2.3Currentconditions

Withtheimpactoftherolechangebythegovernment,thebusinessorganizations（andenterprisesoftheprivatesectorofthenationaleconomy）begantoobtainindependenceandflexibilityinchoosingthesuitablemanagementstrategiestodeveloptheirbusinessesinboththedomesticandinternationalmarkets.AndthisdirectlyledtothesharpincreaseoftheforeigninvestmentsharebytheChineseSMEsintheinternationalmarket.ThefollowingchartshowsthedistributionoftheforeigninvestmentbyChineseenterprisesintheinternationa