Study On Entry Mode To Overseas Market Of New Energy Vehicles

The contradiction between human beings and the environment is becoming more and more prominent,the idea of green environmental protection has gradually become popular among the people.As the national pillar industry,the automobile industry will face the transformation.China's automobile oil consumption has been ranked first in the world,to ease the pressure on the environment,looking for new economic growth point in the downtown pressure on the economy,to support a large number of new energy automotive industry policy of our country government only issued in 2016,hope that through the development of new energy automotive industry,the manufacturing industry "curve overtaking".Under the background of economic globalization,the internationalization of enterprises is the trend of the times,because of this,a number of outstanding new energy vehicle companies have been or are brewing out of the country.BYD is one of the leading companies in China's new energy vehicles.Since BYD launched the first new energy vehicle "F3DM" in 2008,launched the "Dynasty" series of new energy vehicles in 2016,the new energy car sales accounted for 23%of the market share,the global market share of 13%.The first step to enter the overseas market is the right choice of entry mode.This paper reviews the related theories at home and abroad in the overseas market entry mode,the theory of decision models were summarized and analyzed the advantages and disadvantages,combined with the characteristics of the new energy automotive industry,using ROOT model analysis,that is the result of decision model of influencing factors on China's new energy vehicles to enter the overseas market entry mode and fuzzy relation the model,also known as the FS analysis matrix.The matrix is divided into two dimensions,one dimension is the need to select the factors,and the other is the alternative to the new energy vehicles overseas model.This paper argues that the key factors affecting the overseas market entry mode of China's new energy automobile has six:domestic policy and international market size and potential,competitors,industry attractiveness,internal resources and product characteristics;for new energy vehicles overseas mode this paper considers alternative models of alternative,more appropriate vehicle direct export joint venture owned factories,overseas mergers and acquisitions and strategic alliances.On this basis,the influence factors of different models to adapt to the degree of scoring,and finally through the TOPS IS method for analysis,select the most suitable for BYD to enter the overseas market model.Finally,the evaluation model is analyzed.The results of the study showed that the internationalization process model concludes with BYD new energy vehicles is coincidence,so relatively large,the model can be popularized,provide a reference for our other new energy automobile enterprises overseas market entry mode choice.