上汽自主品牌汽车国际市场营销英文版.doc

saic international marketing its own brand carsabstract: in saics own brand development programs, internationalization is the development focus. by applying swot analysis, analysis of saic own brand cars to develop international market, the inherent strengths and weaknesses and the external environment brought about by the timing and blackmail, and the strategic use of swot analysis matrix proposed saic international marketing strategies and tactics, and use it as the foundation of its strategic framework for international marketing plans.1. backgroundplenum proposed innovation is the national development strategy, from the reality of chinas auto industry development, the current maximum is undoubtedly of independent innovation and foster the creation of independent brands. chery, geely and other auto companies hold high the own brandbanner to achieve rapid development after the big three representative national teamis also beginning a collective force, and numerous high-profile launch its own brand strategy. among them, the saic issued its own brand development ideas of creative advantages of integrated international and domestic resources, the chinese people have a starting point to build international brands, rather the introduction of attention. october 12, 2006, saic officially released its own brand named rong wei (roewe) , intended to take the innovation award, deportment universal. roewe brand slogan innovation transfer plastic classicto express the saic to an international perspective, innovative ideas and advanced skills in international automotive heritage, create international brand new classic determination and confidence.saic own brand in the development of ideas, the starting pointandinternationalization of its keywords. promulgated in its foreign market programs overseas marketing network and time table, 2007, saic will establish an independent in the uk sales company; 2008, entered the british market; in 2009, expanding the total eu market . . it can be seen saics commitment to international marketing and ambition, but eventually just started saics own brand, with multinational car companies, there are still many deficiencies. particularly in the context of economic globalization and china to participate in wto, saic faces many new opportunities and aggressive. therefore, it is necessary to saics own brand cars to international marketing strengths, weaknesses, opportunities, threaten (swot) analysis of the development path for the future supply of necessary reference.2. swot analysis2.1 advantagescompared with multinational car companies, automobile companies in china have little competitive advantage. but from the point of view to understand the true nature of competitive advantage, competitive advantage is not only a trade advantage, a strategic market within the industry reflects the advantage is competitive advantage. thus, while all of chinas auto industry is currently in the international market does not have a competitive advantage, but in the market within the industry, some companies may have a competitive advantage. currently, the primary competitive advantage saic reflect the following aspects:(1) completed the vital parts from the vehicle research and development r & d to full system layout, quality of r & d capabilities have improved. saic has been through 20 years of joint venture development company formed a good group of parts, whether it is delphi, koito, or yanfeng and the kunshan taiwan-funded enterprises, can form upstream integration. for the development of vehicle integration, saic has also been carried out through joint ventures successful attempt, the shanghai public 2000,3000 santana, passat, passat, shanghai gms regal, lacrosse, are integrated in the vehicle joint venture skills in terms of innovation. now, cast in the project had the primary role of the personnel, is saics own brand items to display their talent. therefore, saic has completed initial research and development from the vital parts to the vehicle research and development of a complete system layout.saic is also plenty to learn from overseas car essence. following the successful completion of the holding after south koreas ssangyong, saic has acquired the british rover car and a full range of engines 75,25 intellectual property rights, and to absorb the original mg-rover companys r & d core team of experts, saic set up overseas (europe) r & d center - ricardo2010. in the course of this series, saic has been the r & d capabilities to enhance the quality, that makes the techniques of chinese enterprises widespread short board to improve its competitiveness improvement is obvious.(2)saic joint venture for the 20-year strategic breakthrough laid the foundation. with the public, the successful cooperation gm, saic in the development, procurement, production, logistics, sales and human resources has accumulated rich experience and resources, the experience and resources to create a starting point for saics own brand products supply of a good hardware foundation.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容 (3) the abundant human resources, and many international talents to join. public and general motors joint venture of 20 years of successful experience as saic has accumulated a large temper and enveloped all aspects of automotive industry chain professionals, rich experience and expertise will enable saic wonderful starting point for its own brand in a more high, more mature level, is saic to win a place on the international automotive scene one of the primary capital. in addition, to speed up its own brand and the construction of independent innovation system, saics management and skills development team recruit more capable to absorb the bulk of international senior experts, including more than 150 conceiving the original mg-rover r & d engineers and other international well-known automotive group of senior experts.(4) the advantage of cost. first of all, the automobile industry maturation, an increasing number of automotive design and production techniques to be controlled. china has a comparative advantage of labor, once the chinese automotive design, production levels to the extent inevitable, chinas cost advantage will also be reflected. second, compared to europe, the chinese companies have cost advantages of land plants. again, with the euro, some european carmakers have been beginning to increase the localization of spare parts in china, input, which will help to advance skills in chinas domestic parts content of the product. this is also the home improvement products tak vehicle plant, reducing the cost advantage of resources. finally, chinas skill in the mechanical processing equipment upgrade very quickly. therefore, chinas auto enterprises to buy their own processing equipment in turn show another advantage.(5) the advantage. motor company for the extension of international product life cycle, part of the technique has been proven to china, production in china, saic and the public through the general motors corporations joint venture study and use of existing experience and skills developed, greatly reducing development of the cost of risk. absorbed by the success of skills can make their own competitive platform and mncs docking. the advantage to saic and multinational companies in innovation and use of new techniques have the same time, the current revolution is the emergence of new skills, information and automotive energy power conceiving revolution, the development and supply of a new catch-up time, saic can use this opportunity to achieve leapfrog development.2.2 disadvantages(1) lack of experience in international operations. although saic is the first international business to overseas chinese auto companies have also had some international experience in operation, but a hundred years with a relative ratio of multinational auto companies, but also somewhat immature, especially for such a competition in europe violent car market, the shortage of experience in international operations is a big disadvantage.(2) the car of culture is thin. the automobile industry is no culture without a soul auto industry. the broad cultural range from traditional national culture, but also narrow automotive products of culture. the future, saics own brand cars need to progress not only skills, but also the skills of the culture behind the language of expression with the product out, this is precisely the need to saic talent through the efforts of several generations of accumulated non-material cultural heritage. only this kind of culture and chinese culture of 2,000 years, blending, be possible to make saic truly international competitiveness.(3) the market channels are narrow. as the saying goes, may channel the world , even after the public, general motors 20 years of joint venture, saics domestic marketing channels laid good, but in europe this new market, laying the foundation of its channels is zero. if the help of dealer sales network, not just in sales, profit control, etc. everywhere controlled by others, and in market development, strategic layout, it is also very passive. once the problem of cooperation with distributors, will give companies a devastating blow to the local market, there is great risk.(4)the brand of strength is weak. in the automotive sector, years of accumulated history of the brand heritage and particularly of primary products. in the field of consumer goods such a special car, to achieve the rapid increase brand very hard. as chinas own brand vehicles have left the eyes of people and the world the impression of low-end, 10 million or less in the auto market, brands days were good; but when the price of more than 10 million, he would face a brand glass ceiling . therefore, the saic as an entry point to the high-end market, is facing the greatest hardship, not just the quality and skills, as well as brand glass ceiling. (5) the most of enterprises are small-scale. saic group car sales in 2005, a total of 1.059 million, far below the world top 500 enterprises in the automobile, the average sales of 2.867 million. automotive industry is a very clear scale industry, such a small scale, the amortization of the cost of various is a heavy burden.(6) capital structure is not reasonable, and profitability is not high. through comprehensive comparison of the 2006 world 500 auto companies target the absolute and relative indicators can be created between saic and the gap between international auto giants. in the capital structure, the average auto companies list equity multiplier of 5.69, saic group was 3.28. from the indicators, low debt ratio saic group, although the financial risk is low, but lost part of the greater use of debt to create value for our shareholders the opportunity. in terms of profitability, the first profit by total assets, net assets and operating profit margin of 3 relative indicators and operating profit to reflect an absolute index. it can be seen, saics profitability gap with the worlds auto giants are great.(7) labor productivity is not high. 2006, 500 vehicle sales per capita income and business operating profit was 47.7 per million and $ 11,000, saic were 22.3 million and $ 332.8, respectively, only 500 auto companies in the world average of 46.8% and 3.0%. while saic has a comparative advantage of labor, but labor productivity gap with the international auto giants is still evident.2.3 timing analysis(1) the timing of economic globalization. economic globalization is the formation of most of the world countries and regions, a uniform, close contact in the course of economic operation, it is an objective response was relatively independent national economies of the main contact between interdependent. conceiving of economic globalization, saic will auto enterprises in china, including a good opportunity of development. for example, economic globalization is conducive to the formation of competitive enterprises emission mechanism; is conducive to upgrading the skills of the automotive industry; is conducive to chinas automobile industry to reduce costs, progress, competitiveness.(2) participation in wto brings opportunities. china in 2001 to participate in wto, to become a full member of wto, which for our car to enter the international market has brought a good time. for example, you can enjoy the multilateral, unconditional and strong mfn principle of this treatment will help our automotive products in the international market, fair competition. in addition, as a developing country participation of wto, can enjoy the difference and more favorable treatment of developing countries.(3) the state of independent innovation and support auto export policy. june 2004, the state has issued a series of policies designed to urge the auto companies with a policy of independent innovation and development. the state of independent innovation and automotive exports through various aspects of attention will encourage and support policy implementation. this is to vigorously cultivate its own brand of cars, and saic is committed to the international market, the supply of a good time.(4) a new round of global automotive market the swap is in progress. chinas auto consumption market continues to grow and has developed the worlds second largest market, the huge market potential and low-cost advantages will continue to attract major international car behind the first group into the chinese market and its manufacturing focus to china, the global automotive industrial skills and r & d capability is gradually transferred to china, chinas production base and sales market, will become the worlds main battlefield of competing cars, the types of products, performance and quality, for the request-type speed, prompting international companies to increase and new products and advanced techniques to accelerate the transfer and transfer. has over 20 years of experience with the international automobile groups saic just can seize this opportunity.(5) the rise of new energy vehicles. as traditional car exhaust pollution emissions on the environment, development, production and sales of low emissions of pollutants, low energy consumption of new energy vehicles have become the mainstream of the industrys development. after a crucial study skills, concept development, prototype validation phase, in developed countries have launched a new energy vehicles, and in support of the government under the relevant preferential policies beginning to enter the market. compared with traditional vehicles, new energy vehicles in china in the field of research and development started almost simultaneously with the developed countries, the overall gap of about 5-8 years, but in some skills, even to the world leading level. this is not much difference, let us see the long-awaited leap-forward development opportunities. with developed countries due to the development of both traditional car hesitated brought to shorten the gap is no longer irrational wishful thinking.2.4 threat analysis(1) economic globalization and the wto to bring the aggressive participation. chinas auto industry on both a good development in terms of timing, and inevitably will be an inevitable impact, especially in the automotive industry in china are more tariff protection, this impact will become more serious. first of all, the foundation of the domestic auto industry umbrella dissipated; secondly, the use of foreign intellectual property protection, skills, anti-dumping and other non-tariff policies that hinder the export of automotive products.(2) international auto giants dogged. chinas own brand cars has caused a new round of offensives in the high regard the international auto giants. if saic own brand cars exported to the european market, will be formed with the international automobile giants head-on collision. after a 80 underestimation of japanese products, the europeans guard against the emerging chinese economy. in fact, they have been for the chinese cars start to do to prevent surging and organized. therefore, the saic will own brand vehicles and products in the regional market face the japanese market, the u.s. department of european cars of the besieged. september 2006, ford issued a serious loss of a bid for the exercise of the right of priority purchase of rover trademark of the action, in addition to feel that their concerns for saic to suppress target revealed beyond doubt.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容(3) between the domestic car brands, fratricide. monopoly in foreign automotive products difficult to break through chinas domestic brand cars, despite the beginning to seek overseas exports. however, the rise in exports, while enthusiastic, messy exit status quo has become increasingly evident. chinas own brand vehicles, internal conflictsapproach also indirectly improve chinese car cost of access to overseas markets, coupled with the overseas market by the start price war triggered by the amount of profits and products tak landing a vicious cycle, is making china gradually lost prestige car production, which is organizing the long-term export programs for saic is undoubtedly a huge ransom.(4) the chains of ocean transport. currently, only 12 of ro-ro vessels, while japan, south korea, norway and other countries have the ro-ro 217, respectively, 72, 87. as a serious shortage of shipping capacity, numerous shift some domestic auto exports to japan, south korean shipping company. however, these shipping companies depart from the interests of domestic industry does not expect chinas auto exports and their own competitive, these companies charge very high on chinas auto exports. in many cases that there were no ships, so that chinas car can not be achieved on time. if this problem is resolved, chinas vehicle exports will be a bottle