Research On Brand Internationalization Strategy Of Chinese Automobile Enterprises

As the competition in the domestic auto market is gradually becoming incandescent,foreign well-known automobile brands have always enjoyed the majority market share of the Chinese auto market.The growth of Chinese auto companies is increasingly unfavorable.A large number of Chinese auto companies have decided to look for opportunities in the international market.A large number of Chinese auto companies are exporting overseas,and auto-owned brands are increasingly investing and building overseas.The cross-border mergers and acquisitions of self-owned brands are also common.The internationalization of brand autonomy of Chinese auto companies is accelerating and implementing.At the same time as the overseas development of automobile independent brands has gradually deepened,the experience and lessons of the internationalization of automobile independent brands have become more and more abundant,and the problems and confusions encountered in the internationalization of automobile independent brands are also increasing.Therefore,this paper chooses to conduct in-depth research on the theme of Chinese automobile enterprise brand internationalization,which has important guiding significance for the ongoing international brand practice of Chinese auto companies.Starting from this purpose,this paper studies the related basic theories and the typical cases of Chinese automobile enterprises brand internationalization by searching and consulting a large amount of literature materials,and discusses the current situation,incentive,extant problems,etc.of the Chinese automobile enterprises brand internationalization.The content of the aspect,in turn,the content of the car's own brand implementation of the brand internationalization of the specific measures.Based on the actual needs of the Chinese automobile enterprises brand internationalization,this paper uses case analysis to compare the typical brand internationalization strpart introduces the concepts of brand and brand internationalization,and elaborates the differentiated competition theory and core competitiveness theory and brand internationalization strategy classification.The second part analyzes China.The motivation and existing problems of home appliance brand internationalization,and the description of its current situation;the third part,applied to specific cases,through the analysis ategies of Chery,Geely and BYD.Specifically,it is divided into four parts: The first of the specific strategies of Chery,Geely and BYD brand internationalization,from product technology internationalization,brand internationalization In terms of path and brand positioning strategy,the paper comparesand analyzes its brand internationalization strategy.The fourth part,through the above analysis,proposes countermeasures for Chinese automobile enterprises brand internationalization from the enterprise itself and the government level.Enterprises should choose the right overseas market and development strategy,strengthen the country layout along the “Belt and Road”and actively carry out international cooperation.The government should actively give more support to the internationalization of Chinese auto brands from policies and regulations,improve laws and regulations,and provide Financial policy support to resolve trade disputes.Based on the actual needs of Chinese auto companies,this paper analyzes the motives and status quo of brand internationalization,and concludes that there is no strong auto brand in China's auto brand internationalization,poor product quality and service,and related parts and components.Improve the other issues,and combine the specific cases of Chery,Geely and BYD brand internationalization,and compare and analyze the internationalization strategies of these three corporate brands.The specific countermeasures for the internationalization of China's automobile enterprise brand are put forward.It is necessary for China's self-owned brand automobile enterprises to adopt effective market development strategies and flexible and feasible business strategies according to their own comparative advantages in different periods,according to their own comparative advantages,through product trade,joint venture,investment,construction,and strategy.Alliances and other ways to establish the scale of production and sales and brand influence in overseas markets.