Research On The Export Strategy Of Chinese Independent Brand Of Automobile

The rapid development of automobile industry in our country export laid a solid foundation for the automotive,2013 annual sales of 21.98 million cars in our country, exports less than million cars, however, China’s auto export environment instability and problems of its own independent brand automobiles, have seriously plagued the export of our country’s independent brand cars. The 12th five-year plan points out that during the twelfth five-year car exports will account for 10% of the volume of our country. According to the current situation is a distance away from the target. In this context, increase of auto export strategies research and planning to ensure that our country independent brand auto export health continued growth has important practical significance.This paper first reviews the related enterprise internationalization theory and the domestic scholars on the study of China’s automobile export strategy, laid a theoretical foundation to the research of this paper. Then descriptive research methods to analyze the present situation of independent brand auto export and export of long-term problems are as follows:insufficient technical reserves, the lack of mutual cooperation between the independent brand, severe export competition, the government is more on export subsidies, etc., which have their own problems, also has the government guide the direction of the lost; Through PEST analysis and porter five model analysis in-depth study of the independent brand auto export external macro environment and the fierce competition in the industry, is pointed out that the complex changes of macro environment still brought opportunity for our country independent brand auto export. Export industries at the same time, the car is still fierce competition, the emerging market consumer demand for rigid demand will drive the car; Japanese and Korean cars started relatively late, but in the case of limited resources obtained fast development, through the induction summarizes, Japan and South Korea auto export success experience, combined with the above analysis, put forward the innovative product strategy, strategic alliance strategy, market penetration strategy, and global marketing strategy to speed up our country independent brand auto export, and points out that the implementation of the government and enterprise from the Angle of the promotion strategy, through the full cooperation of government and enterprises to promote the export independent brand cars in our country.