Research On International Entrepreneurship Strategy Of Volkswagen Group In China

With the macro economical background of international economic integrity ,the multinational corporations realized the adjustment of industrial structure worldwide through the representative international entrepreneurial modes of newly investment and mergers and acquisitions .The automotive industry boasts the internationalization features, thus inevitably became the pioneering part of this revolution. German is the cradle of modern automotive industry and is also the third maker next to America and Japan and the largest producer and seller of automotives in Europe. In history ,German has cultivated many famous automotive corporations and brands such as Volkswagen,Benz,BMW,AUDI,Opel and etc. For hundreds of years, experiencing the century's wars,the stagnancy and revival of economics and the mergers and restructuring in recent years, Germany car makers have always stood as a pride of nation among the forests of world car companies. So it is good reference for the international strategy choice of emerging Chinese national automotive industry that we study on the developmental history of well-established Germany automotive industry .Among them ,Volkswagen Group is one of the earliest entrants into the Chinese market thus the most successful one in grazing chances and opportunities .Early as 1978,when China first carried out the policy of reform and opening to the outside world ,Volkswagen Group began to dedicate to the cooperation with the Chinese companies, and established ties with China. Twenty years later ,they have yielded a lot of fruits ,being the representative beacon of Sino-German economical and technological cooperation. Its international entrepreneurship in China meets the trend of"international enterprise localization"under the globalization of economics ,and the success and failure also provides experience and lessons for the"Chinese eEnterprise internationalization"of automotive industry after China entered WTO.America,Japan and Germany are the first three producers in the world, with china ranking the fourth. The current papers and books pay much attention to the American automotive companies( General Motors Corp. and Ford Corp. for instance) and Japanese automotive companies ( Toyota,Honda for instance) ,but little attention to German automotive companies ( Volkswagen,Daimler-Chrysler and BMW) ,and still less attention to German auto companies'entrepreneurship rules and current conditions in China. So this paper has both theoretical significance and practical one .The theoretical meaning lies in occupying the blank of research on the international entrepreneurship of German auto companies, and the practical meaning is mainly that the paper would offer reference and experience for national auto industry internationalization and for the countermeasures to the competition brought by the multinational corporations .This paper is divided into six parts:The first chapter talks about the background and significance of this paper, and then the research contents and methods, mainly including the theoretical induction and case analysis ;lastly ,it figures out the technological way and the research structure.The second chapter talks about the theoretical foundation of the paper-international entrepreneurship and corporation entrepreneurship. In the aspect of international entrepreneurship ,this chapter wrote about the research conditions from the three perspectives of environment- strategy -performance; this chapter also gave the definition,key component and research formulation of CE ..On the basis of large quantities of paper read ing, we combined the practical circumstances of international entrepreneurship activities of Volkswagen Group in China, and formulated a theoretical model based on the formulation of environment- strategy–performance, and talked in details about the induction process of the model and the meaning of every sub dimension.The third chapter talks about the current conditions of MNCs entrepreneurship in automotive industry in China, including the worldwide conditions,Chinese condition and the Volkswagen Group's condition in China. Through seeking, reading,concluding,and summarizing ,we got three main conclusions.The fourth chapter talks about the environmental features of Volkswagen Group in China from four aspects. The institutional environment refers to the regulations and laws. This chapter mainly talks about the impact of《the policy on the development of the automotive industry》and the《the 11th plan on the development of Chinese automotive industry》on the international entrepreneurship of Volkswagen Group in China. The market environment refers to the centralization of market .And the cultural environment mainly refers to the conformity of Chinese and German culture among clerks and the localization of the JVs. The organizational environment refers to the correctly dealing of the North and South Volkswagen joint ventures.The fifth chapter is the most important part of the paper. We analyzed the strategies of Volkswagen Group in China. We talked about this issue from two main aspects: entrepreneurial orientation and market orientation .And we got the changing process of the strategies of Volkswagen Group in China and gave the reasons. Lastly ,we gave the performance indicators of Volkswagen Group in China.The sixth chapter summarized and gave the prediction of the future direction of research..