The Study On The Internationalization Strategy Of BYD Auto

In recent years,with the fast development of economic globalization and world new technology have effectively promoted the globalization of the world automobile industry. To promote the automobile industry" go to the world" and make full use of domestic and foreign markets have become the inevitable way for China's auto industry from large to strength. As the leader of the electric vehicles and rechargeable batteries in the world, the BYD Auto mastered the core technology of power battery which is the key factor to electromobile's success and already has the technique and condition to realize cosmically commercial production models which lay the technical reserve foundation of the promote to the BYD Auto internationalized process. The BYD Auto persist in proprietary brand,aimed to "become the national's global automobile brand",revitalize the national's automobile industry. It is on the road to discovery the international operation in unique ways. In 2016, the BYD's traditional fuel vehicle 'sales of 394183,year-on-year growth was 1.78 percent; the sales volume of BYD's new energy vehicle is 100183,compared with the sales of 2015 has by a large increase for 62.31%,which be the sole automobile enterprise around the world that the sales surpass 100000.In the meantime the BYD company has widening the gap with Tesla Motors,by right of the largest sales volume to be the world number one. Currently, BYD's new energy vehicles accounted for 30% of China's new energy vehicle market, and accounted for 13% share of global new energy vehicles market. Sales data directly reflects the market recognitions for BYD technology and quality, BYD carry the "new energy vehicles leader" banner,on behalf of Chinese automobile brand blossom everywhere in overseas. Today, BYD new energy automotive products have been exported to over more than 50 countries or regions,240 City,bringing green public transportation to Losangeles, London, Sydney, and other cities.This thesis is based on the correlation theory about international business strategy and takes BYD Auto as the example. Firstly,it sketch out the BYD Auto's international business strategy, set forth the progress and current situation. Secondly, in terms of the choice on internationalization strategy, this article will be analyzed from the three aspects: the entry mode of the international market, the internationalization motive and the product positioning. Thirdly, the paper uses the SWOT model to discuss the internal and external environment during the process. Finally,the paper is based on the SWOT matrix to analysis various strategic combinations, and which strategic the company should be used. This paper holds that BYD Auto should improving product quality,improving overseas' marketing network and bettering brand image continually are also essential. At the same time, the BYD Auto should be caught the key market, which offers protection for the way of international and so on.