China’s Independent Brand Car Overseas Market Development Strategy Research

China has already been the largest automobile production and sales country since 2009 whose auto production and sales has exceeded 19 million in 2012. It not only has the largest automobile consumer market but also has the best potential to grow. With the demand of market, Chinese automobile industry got a rapid development in recent years, not only SAIC, Dongfeng, FAW, CCAG, and BAIC motor groups got fast development, the Chery, Geely, Great Wall, BYD and other own brand auto enterprises also achieved rapid development. At the same time, Chinese auto export also showed explosive growth, from 26,100 to 1,015,800 in 2001-2012 periods. But compared with the developed countries, Chinese auto companies’internationalization is still in the primary stage. In recent years, some domestic auto enterprises explore overseas market through direct export trade, build factories, M&A, establish overseas R&D alliances or other strategies, get good performance, but at the same time, there are also many problems and failure cases.Throughout the history of automotive industry development, automotive industry globalization is not only a reflection of its own law of development, but also an inevitable trend. The world’s traditional automotive powers such as the U.S., Germany, as well as the new automotive power such as Japan, South Korea, all have achieved the globalization of the automotive industry chain. With the gradually improvement of hardware and software in Chinese automobile industry, auto enterprises begin to do business overseas. Expanding export and achieving international development have already become an inevitable trend for the automobile industry under the ground of globalization. However, after the financial crisis in 2009, overseas market competition in this new situation, trade protectionism, the appreciation of RMB and domestic labor costs rise bring new challenges for Chinese auto enterprises expanding their overseas market. So it brings a very important theoretical and practical significance to explore and study Chinese own brand auto enterprises’strategic position and the choice of business strategy in this context.Firstly, this paper introduced the international trade and international division of labor theory, and then from the perspective of resource, analyzed China own brand cars’comparative advantages and disadvantages in the overseas market through comparative advantage and value chain theories.Secondly, this paper summarized the strategy of developed counties’ automobile, enterprises in expanding overseas market, analyzed Volkswagen, General Motors and Toyota’s internationalization process and successful experience.Thirdly, this paper analyzed the situation of Chinese auto exports, Chinese auto enterprises’ experience in expanding the overseas market and the problems or challenges in the past few years. Also, this paper have selected three representative own brand auto enterprises such as Chery, Great Wall and Geely for case studies, analyzed their development strategies,operating strategies and successful experiences in the overseas market.Finally, based on Chinese own brand auto enterprises’export status and facing problems, this paper proposed the Chinese own brand cars’ overseas development strategy selection and suggestions. We should adopt a step by step market development strategy, export and invest in the developing country at first, and then penetrate to the developed markets gradually. In the overseas market expansion, the company should establish a clear overseas development strategy in conjunction with its own actual resource, strengthen research and development capacities, cultivate core competitiveness, pay attention to the local market’s customer need, explore own overseas market services model, actively cooperate with local company, accelerate the pace of internationalization and pay attention to personnel training.