英文个人研究报告.docx

Introduction
This is an individual case analysis report, In this paper, we mainly discuss how a software company can better participate in the international development. The name of the company is Qingdao Zhuo’er software company. First of all, the overall situation of the company is comprehensively introduced, including the establishment of the company's time, size, major business and development status. Then, the problems in the development of the company are analyzed in detail. It analyzes the current international development trend and the development opportunities of software enterprises. Finally, the paper summarizes the suggestions and strategies for the company to achieve international development, which plays an important role in achieving greater development of the company
primary coverage
1.Company introduction
Qingdao zhuo'er Software Development Co., Ltd. was founded in 1998, specializes in custom software development and focus on the development of PDA mobile phone software, GIS geographic information system, 3G video, provides a full range of products with independent intellectual property rights. Besides, it also provides software services and overall solutions for government, enterprises and society. The company is the national certification of software enterprises, high-tech enterprises, private technology enterprises in Qingdao, there are more than 30 software copyright certificates in this company.
Qingdao zhuo'er Software Development Co. Ltd is the first batch of mobile phone Chinese Networking software service providers, each set of system developed by the company are based on the actual situation of customers, our advanced technology, field research, repeated demonstration. A system with independent intellectual property rights has been formed last. At the same time, it can also be customized according to the actual needs of customers.
The company's main service areas are as follows: software development, software development, software development, GIS/GPS PDA mobile phone software customization development, urban management, environmental protection law enforcement system of mobile law enforcement system, law enforcement system, safety sanitation digital mobile digital mobile law enforcement system and the highway law enforcement system, law enforcement system, the taxi industry tobacco inspection system and electric power inspection system etc.
There are highly educated, high-quality professionals in the company, and it adheres to the people-oriented management concept, respect for science, respect for talent. It combines the modern standard management system with excellent scientific and technological talents, bring into full play the wisdom and teamwork spirit of the individual, and develop the excellent software products with advanced technology and perfect function for the users.
2.Difficulty
Although the company has achieved great development, but there are still many problems in its development process, which mainly can be divided into internal and external problems. U De Menezes，V Dias，C Gomes, Management of Sustainable Innovation in an Internationalized Company, Journal of Technology Management & Innovation, , P24.
Specific issues will be reflected in the following aspects.
The first problem is about market positioning. The international business objectives are not clear, the international norms and international practice are not familiar, in order to "step out", the company often is hungry to catch a project and blind foreign investment, the domestic business of a move to abroad, use the domestic traditional management methods lack of institutional innovation. This rigid management system tied the hands and feet of the enterprise, and play their own initiative and creativity, which is the main reason for the low efficiency of international business.Changyong Yu. The dilemma and strategic choice of the development of small and medium sized enterprises in China [J]. Small and Medium-sized Enterprise Technology,,P57.
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The second is the lack of international operations of high-quality personnel. As a starting point for the company itself is low, lack of talent reserve is low the existing management and technical personnel knowledge structure, senior management personnel and technical personnel is lack of management and experience, for the international market to judge3. In many cases, companies mainly rely on the management experience in the market and intuitive grasp of the market, so it is difficult to form the international marketing model and establish a stable consumer groups, it is more difficult to compete with other international economic entities.
The third is the company's lack of independent intellectual property rights products and brand awareness. The company's brand concept is not mature, it is not aware of the brand represents product quality, level, technical level, quality of staff and business credit management of enterprises and the brand is the comprehensive embodiment of the competitiveness of enterprises, but there is no link with the interests of enterprises and creating famous brands long-term development.4
The fourth is the product technology content is low. The company's advanced equipment is less, the technology innovation ability is poor, the product technology content and the added value are low. At the same time, the lack of sustainable development of unique products and the ability to continue to develop proprietary technology, scientific research results conversion rate is relatively low.
The fifth is financing difficulties, Shortage of funds and financing difficulties has become a major problem in China's small and medium enterprises. International business needs more capital, but the financial environment of our country is difficult to solve the problem of capital shortage in the process of internationalization. Because of the small and medium-sized enterprise assets, the risk is bigger, the credit degree is poor, and the social prejudice and so on, the commercial bank generally does not want to provide the loan to the small and medium-sized enterprise. In addition, due to the restrictions of the law, small and medium enterprises are difficult to raise funds through the issuance of corporate bonds, stocks and other direct financing means, such as large enterprises. Due to lack of funds, the financing channel is narrow, small and medium-sized enterprises with good prospects of the project which can’t be implemented, seriously hindered the development of international business in a disadvantageous position in the fierce competition in the international market.5 M Bierwerth，C Schwens，R Isidor，R Kabst. Corporate entrepreneurship and performance: A meta-analysis. Small Business Economics, , 45(2),P255-P278.
6 Jin Wang. Countermeasures on the internationalization of China's small and medium sized enterprises [J]. China Paper Download Center,,P5.
7 MY Brannen，R Piekkari，S Tietze. The multifaceted role of language in international business: Unpacking the forms, functions and features of a critical challenge to MNC theory and performance. Journal of International Business Studies, , 455),P495-P507.

The sixth is that the policies and systems are not perfect, world experience shows that enterprises in the early stage of overseas investment is often rely on the government to promote the policy of strong support for the success . 6At present, it is still in the initial stage of overseas investment in China, but did not form a support system 7with matching policy, due to the lack of government financial support, credit, tax and other aspects of the enterprises in the overseas investment, strong pressure is often difficult to support overseas competition. Therefore, the company's capital, financial and other aspects of the internationalization of the law and policy support system has not been formed, although the "SME Promotion Law" and "foreign trade law" and other laws and regulations are stipulated to promote the internationalization of SMES. But lack of operational, regulatory policies lack of systematic. Because our country domestic product standard is lower than the international standard or the foreign advanced standard, causes the foreign country to be able to block our country small and medium-sized enterprise's export through the technical barrier. From the current development trend, our country has more and more restricted product varieties, and more and more countries and regions set up technical barriers, becoming the biggest obstacle to the foreign trade of our country.
3.Opportunity
China's software enterprises are facing important opportunities for development, China's software industry has been growing at a rate of over 35% for three consecutive years along with the rapid development of China economy. Great progress has been made in software production, capital, talent and technical policy., which attracts high attention from the international software industry . International software giants are transferring software outsourcing business to China, and China is emerging as a new international software outsourcing center. The government has also set up a series of preferential policies to accelerate the formation of a market environment and policy system ,which is a new historical opportunity for the software enterprises in china.
China's software enterprises have a good external environment for development, a good level of national economic development provides a foundation for the rapid development of software industry in the economic environment. On the one hand, China's national economy maintained a rapid development since the reform and opening up. It provides a very good development space for the development of the software industry. At present, China's software industry has been widely used in the national economic and social fields and it has become an important basis to promote the adjustment of industrial structure, which greatly promoted the process of informatization construction in our country, the software industry is growing as an important industry of national economic development. On the other hand, the country pays more and more attention to the investment of software industry, and the Ministry of science and technology has successively formulated the planning and measures to promote the development of software industry, focusing on the development of technological innovation enterprises.

China's software enterprises can give full play to the technical advantage of backwardness in terms of technology. China's software industry is in a stage of backwardness compared with the developed countries. The economic and technological globalization, popularization and application of network technology, making every corner of the world can synchronize access to the latest software technology, which means that we are in the same starting line. Not only can the global advanced technology be acquired at the same time, but also the most advanced technology in the world can be obtained at the same time. More importantly, China's software enterprises also have the advantage of backwardness in technology in the later stage. Software enterprises do not have the heavy historical burden of the past software technology and model, and can directly use the world's most advanced technology to develop software.
Facing the trend of global economic integration, Chinese enterprises are facing more and more fair and reasonable treatment, but also facing the competition pressure of the domestic market internationalization. More and more foreign large enterprises to enter the market to Chinese, especially small and medium-sized enterprises has brought a crisis of survival. Therefore, we should implement the internationalization strategy of small and medium-sized enterprises, looking for more living space in the international market.8 AV Hoorn，R Maseland. How institutions matter for international business: Institutional distance effects vs institutional profile effects. Journal of International Business Studies, , 47(3),P374-P381.
The development of international business for the expansion of foreign exchange, to promote the development of the whole company. Our international competitiveness has a positive effect which can’t be ignored .The international business activities are conducive to better use of domestic and international resources, learning the advanced technology better and management experience of foreign companies, improve the competitiveness of enterprises, and expand the market, to avoid international trade barriers, can set up R & D base using foreign technology advantage.
Relatively large enterprises, the company's investment funds are few, the layout requirements are simple, which can be widely distributed in a variety of environments, and even in poor areas such as transportation and communication can also take root. The small and medium-sized enterprises have a high degree of marketization, the organizational structure is simple, flexible operation and management mechanism, the rapid investment decision-making. Marketing methods have more autonomy, the market reaction is sensitive.
4.Suggestion
In order to improve the company's international competitiveness, participate in more international business activities and promote the development of the company , the company need to do the following aspects.
（1） Establish the concept of international business
With the improvement of the degree of internationalization, the company managers must renew the idea, establish the awareness of the rules, system innovation and management innovation, to completely change the backward enterprise system, the traditional management mode and low level service mode, which can adapt to the local culture and the establishment of market environment, but also with international standards of modern enterprise system, management mode and service specification.
（2） Establish incentive mechanism to attract talent
The competition of modern market economy is the competition of talents and knowledge. 9 Linfeng Jia. Play the advantages of foreign affairs for the enterprise "going out" to provide a full range of services [J]. Contemporary World.,P15.
10 Xinsheng Zhou,Meng Tie. An Introduction to Foreign Trade in China [M]. China Business Press.,P114.

And at present, the company has a serious shortage of talent, low staff quality problems, the reality requires companies to introduce talents, training talents. It is more important to the formation of the leadership system of scientific and reasonable enterprise and organization syste