| Since the 21 st century,the independent brand auto export has become an important carrier of China's export growth.In this background,Great Wall motor actively responded to an appeal by the national "going out",and set up the international market sales department to develop the international market,to participate in the fierce international competition.After the financial crisis,the world automobile market got a restorative growth,and Great Wall automobile export scale expanded continuously.However,the export scale appear the situation of the continuous shrink after two years of the Great Wall in 2013 and 2014.In order to make the company export business sustained,stable,high-speed development,I think it is very necessary to change the current situation of export reduced,at the same time for the export of enterprise strategic in-depth research,and choose the suitable for export strategy of the company.In this paper,It is based on the enterprise strategic management theory.First of all,to the Great Wall automobile export status quo as the research starting point,on the depth of its existing export strategy analysis,it analysis its advantages and disadvantages of the existing strategy.Secondly,in-depth analysis of the Great Wall motor company facing the external environment and internal environment,it digs out the Great Wall with their own resources and their own ability to face the challenges of the outside.At the same time,it learns from the big four international famous automobile manufacturers export strategy of success.Finally we get a matrix alternative strategy.By comparing the screening,we finally concluded Great Wall motor exports strategy.It includes Brand strategy and strategy of leading technology,low cost strategy and focus strategy.Articles exported from export market brand promotion,market positioning,export mode selection,marketing channel construction,supplier system construction,product pricing strategy six aspects to put forward the detailed implementation plan. |
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