Research On The Development Strategy Of Great Wall Motors In The Russian Market

Since 1953,China’s automobile industry has experienced a course of development from scratch and from small to large.Since the early 1980 s,with the gradual improvement of the opening degree of China’s automobile market,the market competitiveness of Chinese brand automobile enterprises has been significantly enhanced in the cooperation and competition with foreign automobile manufacturers.In 2020,China’s automobile production and sales reached 25.225 million and25.311 million units respectively,making China the world’s largest automobile producer and new car consumption market for 12 consecutive years.However,in recent years,China’s new car consumption market demand becomes weak,the market tends to get saturated;At the same time,due to the increasingly fierce market competition,the market has gradually entered the stage of stock competition,and the market share of Chinese brand automobile enterprises has been declining year by year.Therefore,Chinese brand automobile enterprises need to accelerate the pace of "going out".However,due to the gap in transnational management and competitiveness with the international first-line automobile enterprises,most of the Chinese brand automobile enterprises are difficult to compete with them in the international market,which is far from the internationalization degree of them.In recent years,Great Wall Motors has made remarkable achievements in the Russian market.In this paper,the development strategy of Great Wall Motors in the Russian market is studied,and the successful experience of Great Wall Motors in the Russian market is summarized,so as to provide reference for the international development of other Chinese automobile enterprises.Based on the analysis of the background of internationalization of Chinese automobile enterprises,this paper studies the internal environment of the internationalization development of Great Wall Motors and the environment of the Russian automobile market,and then analyzes the development strategy of Great Wall Motors in the Russian market,and tries to get the inspiration for the internationalization development of Chinese automobile enterprises.Firstly,this paper teases out the development situation of Great Wall Motors,focuses on the driving factors of Great Wall Motors’ international development,on this basis,in-depth analysis of the resources and capabilities of Great Wall Motors’ international development,and then comprehensively describe the internal environment of Great Wall Motors’ international development.Secondly,from three dimensions of market size,tariff policy and consumption characteristics,the basic situation of the Russian automobile market is discussed.Then,the macro environment of Russia is analyzed by combining PEST model and Catastrophe Progression Method.At the same time,Porter’s five forces model is used to analyze the competitive environment of the Russian automobile market.Thirdly,on the basis of the above research,this paper analyzes the basis of Great Wall Motors’ deep penetration into the Russian market and teases out the evolution of its entry strategy.Then from the production and supply chain,products,pricing,marketing and channels,analyse the localization strategy of Great Wall Motors in the Russian market.Finally,based on the above research,this paper summarizes the inspiration of Great Wall Motors to the international development of other Chinese automobile enterprises.On the selection of international target market,the feasibility and degree of entering the target market should be fully analyzed.In the international target market entry mode,target market entry mode should be upgraded When the time is appropriate.In the international target market competition strategy,adopt the localization strategy for the core target market.