Seeking the Breakthrough of the Internationalization of Yu-tong Bus Company

Abstract: Nowadays, China bus industry has stepped into a relative fast development stage. Domestic manufacturers have turned their attention to the international market. Yu-tong Bus Company, as one of the first-class and representative manufacturers in the industry, has made indubitable achievements in the international market, especially in middle and low-end market. However, for the process of internationalization, Yu-tong still needs to confront some barriers and obstacles. Particularly, for high-end market, more gaps exist which lead to the limitation of its competitive forces. In the thesis, we made the SWOT analysis about the export condition of Yu-tong according to the materials and data that we collected, combining with the relevant theories, conducting various analysis and investigations, we considered “Reverse FDI”(Reverse Foreign Direct Investment) as more appropriate and effective way for the internationalization, and revolving around the theory, we mainly concentrated on the extending of high-end market, tabled some proposals about seeking the breakthrough in the internationalization of Yu-tong Bus Company.