Study On The Upgrading Of The Automobile Industry Based On The Perspective Of Value Chain

In recent years, multinational automobile enterprises enter China’s auto market and makes china becomes the world’s largest car market, at the same time, duing to the lacking of core technology and the weakness of the independent brand, we also realize that Chinese auto industry has been the bottom of the global value chain. With China accessing to the WTO, China Population Welfare, resources and policy advantage disappear, in order to gain some competitive advantages in the world market, we must carry out industrial upgrading and enhance the overall strength of the entire automotive industry, from research and development to promote the automobile industry for all aspects of the sale of further improvement. This paper uses the case study and analysis of the grounded theory method to discuss our country automobile enterprises upgrade mechanism.Firstly, based on the analyses of literatures, this paper reviews the domestic and foreign scholars’research on value chain and industry chain, collates the relevant theories and perspectives to analyze the contributions and problems. Secondly, this paper analysis the China’s automobile industry development model, and points out the necessity of auto optimization and upgrading of industrial structure. This paper analysis the foreign automobile industry upgrading mode, and our country automobile industry should learn from these experience in upgrading. By constructing a theoretical model of technological innovation at the enterprise level to analyze the mechanism of the upgrading of Chinese automotive industry and analytical framework of this study. Then, scientific research design can improve the reliability and validity of the case study, therefore, this paper discusses the four scientific nature of this research, research methods, case selection, data collection and analysis strategy. Then, this paper use the grounded theory to analysis the data, to obtain the initial category by coding on the case data, spindle type code of the initial category, draw the main category, select the type code, found the core category, clarify the story line, and put forward to two upgrade path which based on two types of China automobile enterprise. Later, the article gives some suggestions on China’s automobile industry to upgrade to the enterprise level.