Internationalization Strategic Research Of Chery Automobile Co., Ltd

With the continuous development of market economy, the internationalization of auto industry has been speeding up. However, under the background of economic globalization, our country is still lack of world-class independent auto brand. At present, our country existing car manufacturers are more than 100, covers the foreign investment, joint venture and China’s independent brand of these three kinds. In the case of coexistence of local brands and international brands, from product development, brand promotion to a price war, car companies’ competition is increasingly fierce. As a local brand, Chery’s product sales are increasing year by year, and it’s performance by leaps and bounds, for 11 consecutive years as China’s largest passenger car export enterprise, and it has the independent brand in China for nine consecutive years sales champion, Chery is the representative of China’s independent brands and products. But at the same time of rapid expansion, product technology, marketing and services of Chery still has many problems. If it can’t solve these problems timely, it will be in a certain extent to affect the internationalization pace of Chery.Based on the case study of Chery, and on the basis of the theory of the internationalization, product positioning, international competition and so on, first of all, summarizes the Chery overview, describes the status of international development of Chery, and identifies the internationalization problems of Chery in the process. Second, we have separately carried on the thorough study for Chery internationalization strategy of internal and external influence factors, and points out the internal and external influence factors’ impacts for Chery internationalization strategy. Again, from the "market entry, the location selection, product positioning, market competition" of Chery, we deeply analysis the strategy of internationalization, summary the results of Chery internationalization strategic choice, and finally, on the basis of the above research and analysis, we put some countermeasures and Suggestions for Chery internationalization strategy. It is not just has certain guiding significance for Chery strengthen independent brands, to enhance its competitiveness and to promote the internationalization process, at the same time, it also has a certain reference for other domestic auto.