Research On Overseas Market Entry Strategy Of Jiangling New Energy Vehicle

Cars change people’s lives.While traditional vehicles are constantly widening people’s traveling area,they are also attracting the attention of the whole society because of the environmental pollution caused accordingly.However,it is the first time that the auto industry connected with the word of“green and environmental”.Countries all over the world have begun to put into action the road of new energy vehicles: firstly,most of these places introduce very strict emission standard requirements to deal with the pollution;what’s more,many governments issue related regulations to encourage the usage of new energy vehicles.In the year of 2009,we only have 17,000 units new energy vehicles around the world,while now this number has grown to 10.2 million units by the year 2020,and nearly half of which came from China.Thus,China is changing from a big market of purchasing vehicles to a powerful country of producing vehicles.With China’s full implementation of new energy vehicles,its development trend in this country is necessary and inevitable,and Jiangling new energy vehicles will also have the chance to go to overseas markets.Aiming at Jiangling Group and its new energy vehicle products,we are planning to do relative analysis by using the enterprise strategic management theory,target market selection theory,overseas market entry theory to help to choose the appropriate overseas markets for Jiangling new energy vehicle and put the corresponding products.During the thesis,the enterprise competitive and cooperation strategy will be used,as well as core competitiveness strategy,and how to make decision when entering markets abroad.The PEST model will be used too.What’s more,Michael Porter Diamond Model analysis and enterprise SWOT will be used in below thesis.Most of the data involved in this thesis comes from the daily work of international business and trade,but also involves many publications and internet information.We will analyze the two target countries that Jiangling Automobile should enter firstChile and Germany,and gives relative suggestions on the way of entry.Therefore,this thesis has practical significance for Jiangling new energy vehicles to enter overseas markets,and we hope to give China’s new energy vehicles to the global market with some inspiration and help.This thesis mainly focuses on Jiangling electric vehicles and the market environment analysis and target markets selection of overseas area.We also discuss about the strategic planning of overseas market entry,as well as how to select the target market in so many global markets,finally we discuss about how Jiangling new energy vehicles enter the target markets.