Research On Route Of Internationalization Of NEV OEM

With the development of China's economy,the deepening of economic globalization,the encouragement and support of the "going out" policy and the increasing international competitiveness of Chinese companies,the internationalization of Chinese enterprises has accelerated.In recent years,a new round of automotive technology revolution characterized by intelligence,electrification,interconnection and light weight is developing in full swing.The traditional automobile industry is welcoming new opportunities and changes.As one of the ten key areas of "Made in China 2025",the development of new energy automobile industry not only represents the development direction of the world automobile industry,but also is important for China to achieve industrial upgrading,energy conservation and emission reduction,and total structural reform,significance.Under the background of the era of economic globalization and the renewal of the automobile industry,the internationalization strategy of BYD's new energy vehicles came into being.Based on the theory of enterprise internationalization,this research takes BYD new energy vehicles as the research object,and discusses its international product matrix,location selection and entry mode through case study methods,and then summarizes the risks and challenges of its internationalization.First,through the theoretical combing and research of status quo,conclusion is made that in the field of enterprise internationalization,the market selection and entry mode are two core parts.Due to the particularity of BYD's internationalization,this study chooses to research the internationalization path of China's new energy auto companies from the three dimensions of product matrix,target market selection and international market entry mode.Secondly,through the case study coding analysis,the characteristics and reasons of BYD internationalization in the above three aspects are summarized.In terms of products,BYD is mainly based on new energy commercial vehicles.On one thing,BYD has the core technology advantages,on the other,the competition in the passenger car market is fierce,but commercial vehicles are approaching blanks,and commercial vehicle exports enjoy huge profits.In terms of location choice,BYD has priority in the market of developed area such as United States and the European Union,based on market size and potential,and the late advantage of "high threshold".In terms of entry mode,BYD directly invests in the United States to build factory,the United Kingdom returns to the alliance,and other European countries to build factories,however,direct exports from the Asia-Pacific region.The main reason for the trade is the "“localization”restrictions on bidding in various countries and the advantage of the US government's "manufacturing return".Finally.from the internal and external levels,the risks and challenges faced by BYD's new energy internationalization are pointed out.The internal risks are mainly in the low-end brand image as well as the greedy and fast-moving business scope.The external risks mainly lie in the increasingly fierce market competition and new energy the subsidy dividend has retreated.The research in this paper is a supplement to the research system of automobile enterprise internationalization path,also is hoped to play a guiding role and guide for the internationalization of BYD and other new energy automobile enterprises.