Research On Chery Automobile Export Strategy

At present, as the largest car market in the world, China automobile industry has been through their own efforts, to occupy a space for one person in the world, and have a certain market share. Chery automobile, as the representative of the independent brand automobile in China, have many useful things and some problems in the development. Chery automobile export strategy is worth learning and thinking. It is the guide for the export of China independent brand automobile.Firstly, starting from the situation of the export development of Chery automobile, the paper introduces Chery automobile brand and the current situation of export. Then, the paper analyzes the Chery automobile export strategy from product strategy, price strategy, channel strategy and promotion strategy. The author identifies three important factors that influence the Chery automobile export strategy, that is, technology development, absorption of internationalized talents and after-sales service. Finally, according to the new strategic target of Chery automobile company, then the author constructs its export strategy. Using SWOT analysis method, the author finds out the strengths, weakness, opportunity and threats of Chery automobile, and summarizes the existing problems in implementing the new strategy. The problems are the small profit space, low brand image, not sufficient funds and listing difficulties. The author puts forward some suggestions on the implementation of the strategy, at three levels of government, industry association and Chery automobile company, by the use of international competition strategy and marketing strategy. First, the government should formulate policies and promote the research and development of key technologies of automobile industry. At the same time, the government should carry out positive fiscal and financial policy. Second, the automobile industry association should encourage the automobile enterprises for cooperative research, and create opportunities for exchanges between the automobile enterprises, and provide accurate data which can help their decision. Third, Chery automobile company should improve the product structure, increase profits, enhance the brand image, solve the financing difficulties by listing, deal with the relationship between the overseas market and domestic market.