Strategic Research On Brilliance Auto Export

Automobile Industry symbolizes National competitiveness, and is a pillar industry of our national economy. With the development and growth of our national economy, the Automobile export of self-owned brand becomes an important carrier in the international trade. Also this necessary result is because of the strength and competitiveness promotion of China Automobile Industry. Under such background, we, Brilliance Auto, builds International Trade Company, specially working on auto export. Therefore, it's necessary to make deep research on enterprise export strategy and set out one suitable for our company.The thesis is based on strategic management theory, through combination of theory and reality, to analyze the inner company environment by using inner factors (IFE Matrix); to judge and analyze outer company environment by using outer factors (EFE Matrix); then analyze by using SWOF Matrix and IE Matrix (inner & outer factors) to get alternative strategies. Through comparison and screening, we at last get that Brilliance Auto export should adopt differentiation strategy and target centralization strategy, and propose detailed performance scheme and management system of company brand strategy, price strategy, marketing network deployment, supplier management, improvement of organizational structure, after-sales service system set-up, information set-up, workflow restructure and HR management, and also security program of employees training and strategy performance of enterprise culture.The research on export strategy not only takes an instruction effect on Brilliance Auto export strategy, but also works on other local self-owned brand export.