Study On Internationalization Strategy Of Chinese Automobile Enterprise

In the context of economic globalization, the self-owned brand automobile enterprises actively implement the internationalization strategy has become the inevitable choice to response to domestic competition and overcapacity. At the beginning of this century most of Chinese self-owned brand automobile enterprises tend to export and the automobile export volume increased rapidly. In 2008, the subprime mortgage crisis in USA has gradually developed into a global financial crisis, for this reason the export volume began to decline and went into trough in 2009. The main self-owned brands such as Chery, Geely began the strategic transformation. It began to transform from the past simple trade to international marketing. During the next 3 years, self-owned brands export volume ushered in a rapid growth. According to customs data showed that in 2009 export of independent brand automobile 103,000, while in 2012 which reached a record value 480,000. Exported to more than 60 countries and regions, which also indicated that the overall strength of China’s auto industry has achieved significant reinforce.However since 2013, export volume began a negative growth. In 2014 export volume dropped to less than 400,000. In 2015, the first quarter exports is 78,000. The year is expected at around 300,000. Behind the ups and downs figures of the export volume is a necessity can’t break up. All elements like low-end, low-quality, low-cost products status, market research, design, market positioning, marketing planning, service system, brand building, lack of international management experience still restrict the internationalization road of self-owned brands. When the Great Wall abandon overseas market expansion and shift the focus to domestic market, FAW, SAIC, GAC, Changan and other large state-owned automobile enterprises have begun to move into overseas market. Homogenization of competition in the international market is bound to further exacerbate. Complex and changing international trading environment increase the technical barriers gradually still test the self-owned brand international road which is in rising phase.Learn from the internationalization success of Japanese automobile enterprise in late last century and South Korean automobile enterprise in early this century. Analyzed the international success and failure cases of the representative of self-owned brands automobile Geely. Summed up the policy applies to the development of China’s auto internationalization. Also gave suggestions to the government about the auto industry policy. Hope that China can cultivate international mainstream car brand early. China can realize the upgrade from a big country to a powerful country in automobile industry.