The Study On The Internationalization Strategy Of Geely

In 2018,Geely’s various brands of cars have achieved contrarian growth,and its sales volume and market share have significantly increased.The annual cumulative sales volume was 1,500,838,ranking the first among Chinese passenger car brands,and its market share increased to 6.3% on the basis of 5% in 2017.Under the macro background of economic globalization,enterprises must enhance their international competitiveness and develop their own brands in order to achieve sustainable development.In the context of the Belt and Road,China’s manufacturing industry is undergoing transformation and upgrading.In "made in China 2025",intelligent manufacturing is listed as one of the five major projects,and energy-saving and new energy vehicles are listed as one of the ten major fields.The larger and stronger automobile industry plays a significant role in promoting the transformation and upgrading of China’s manufacturing industry.In the continuous "going out" campaign and actions of China’s independent automobile brands,Geely group has continuously expanded its travel territory by acquiring Volvo,taking a stake in Daimler and establishing Lynk & Co brand,thus becoming a leader in the industry.How to meet challenges and seize opportunities in the fierce international competition? Taking Geely automobile as the research object,this paper analyzes the management situation and internationalization strategy of Geely automobile in detail,provides countermeasures and suggestions for deepening the international operation of Geely automobile,and provides effective reference for Chinese automobile enterprises to enter overseas markets and enhance their international competitiveness.This dissertation is divided into six chapters.Chapter 1 is the introduction.This paper mainly introduces the background andsignificance of the research,as well as the literature review of this paper.The literature review is divided into three parts,including enterprise internationalization,automobile industry internationalization and Geely automobile related research,which lays a good theoretical foundation for the following chapters to analyze the strategic countermeasures of Geely automobile’s international operation.Chapter 2 is the internationalization strategy of Chinese automobile enterprises.Firstly,it further elaborates the relevant content of enterprise internationalization,introduces the process and characteristics of Chinese enterprises’ internationalization;then it analyzes the status quo and existing problems of China’s automobile internationalization,finally,it introduces the internationalization strategy of China’s automobile.Chapter 3 is the overview of Geely automobile’s international operation.It analyzes the motivation and environment of Geely automobile’s international operation,sorts out the development process of Geely automobile’s international development,and lays a foundation for further analysis of its strategic mode.Chapter 4 elaborates the choice of Geely automobile’s international business strategy.On the basis of the analysis of China’s automobile internationalization strategy and Geely automobile’s business situation in chapter 2 and chapter 3,this chapter analyzes the internationalization strategy of Geely automobile from the perspective of Geely automobile’s strategic positioning and the choice of internationalization mode,and further analyzes the advantages and disadvantages of Geely automobile’s internationalization through SWOT matrix.Chapter 5,based on the full text,puts forward Suggestions on the development of Geely automobile and China’s independent automobile enterprises.Chapter 6 is the summary of the dissertation.