SAIC own brand car, International Marketing Strategy Research5560.doc

saic own brand car, international marketing strategy research abstract brands in the saics development planning, internationalization is the focus of its development. articles using swot analysis, analysis of saic own brand car, the development of international markets, the inherent strengths and weaknesses and the external environment, the opportunities and threats and take advantage of strategic analysis swot matrix, saic made to carry out international marketing strategies and tactics, as a basis to explore its strategic framework for international marketing plan. mesh own brand, the automobile industry, marketing 1, the background plenum make independent innovation is the national development strategy, from the reality of chinas auto industry development perspective, the current maximum in no doubt that independent innovation is the creation and nurturing their own brands. in chery, geely and other auto companies hold high the own brand banner to achieve rapid development after the big three representative national team have begun to mass hair force, have a high-profile announcement of its own brand strategy. among them, saic announced their own brand development ideas of creative integration of international and domestic advantages of resources, the chinese people have a starting point to build an international car brand is quite remarkable. october 12, 2006, saic officially announced its own brand named roewe (roewe), meaning take innovation award, the casting of religion seas. roewe brand slogan innovation biography plastic classic, expressing the saic to an international vision, innovative concepts of international transmission of advanced technology vehicles, to create international brand new classic determination and confidence. in saics own brand development ideas, the starting point and internationalization of its keywords. announced in its overseas marketing network and market planning schedule in 2007, saic will be in the united kingdom to establish an independent sales company; in 2008 and entered the uk market; in 2009, expanding the eu market . . it can be seen saic international marketings determination and ambition, but, after all, saics own brand has just started, as compared with multinational automotive companies, there is also flawed in various ways. particularly in the context of economic globalization and chinas accession to wto, saic faces a variety of new opportunities and challenges. therefore, it is necessary to saic own brand of motor vehicles to conduct international marketing strengths, weaknesses, opportunities, threats (swot) analysis of the development path for the future to provide some reference. 2, swot analysis 2.1 advantages with the multinational auto companies, the chinese auto industry companies had little competitive advantage. but understanding the nature of competitive advantage point of view, is the industrys competitive advantage is not only advantages in certain strategic markets within the industry reflects the advantage is competitive advantage. thus, while the chinese auto industry is currently in the international market does not have a competitive advantage, but the market within the industry, some companies can have a competitive advantage. at present, saic a competitive advantage is mainly reflected the following aspects: (1) the completion of key parts from the vehicle research and development r & d to complete system layout, a qualitative enhancement of r & d capabilities. more than 20 years through a joint venture between saic has formed a good group of component development enterprise, whether it is delphi, koito, or yanfeng and the kunshan taiwan-funded enterprises, can give shape to the upper integration capabilities. for vehicle integrated research and development, through joint ventures, saic has also been a successful attempt, 2000,3000 shanghai volkswagens santana, passat passat, shanghai gms regal, lacrosse, are joint venture vehicle integration aspects of technological innovation. now, in the above-mentioned projects have played an important role in talent, is saics own brand items display their abilities. therefore, saic has completed initial key parts from the vehicle research and development r & d to complete system layout. saic also fully learned the essence of foreign cars. following the successful completion of the south koreas ssangyong holding, the saic has acquired the british rover car and a full range of engines 75,25 intellectual property rights, and absorbing the former mg-rover companys r & d core team of experts set up saic overseas (europe) r & d center - ricardo2010. in this series of process, the saics r & d capability has been a qualitative increase, which will undoubtedly enable chinese enterprises to prevailing short board to perfect the technology, its enhancement of the competitiveness of enterprises is obvious. (2) 20-year strategy for a joint venture of saic laid the foundation for a breakthrough. by working with volkswagen, general motors, the companys successful cooperation, the shanghai r & d, procurement, production, logistics, sales and human resources and so has accumulated a wealth of experience and resources, the experience and resources to build a high starting point for the saic own brand products provides a good basis for the hardware. (3) talent is rich in resources, many international talents to join. volkswagen and general motors 20 years of successful experience as a joint venture saic-tempered and accumulated a large number of automotive industry chain covering all aspects of professional talent, extensive industry experience and outstanding expertise will enable saic own brand at the starting point for a more high, more mature level, is the saic in the international automotive arena to win a place as one of the important capital. in addition, in order to speed up its own brands and independent innovation system, the construction of saics management and technical development team, recruit more capable to absorb a large number of senior international experts, including more than 150 former mg-rover r & d engineers and other international well-known automotive group senior experts. (4) the cost advantage. first of all, due to the maturity of the automobile industry division, a growing number of automotive design and manufacturing technology has been mastered. china has a comparative advantage in labor force, once the chinese car design and manufacturing standards meet a certain level, chinas cost advantage will also be reflected. second, relative to europe and the united states, the chinese companies have a cost advantage of factory land. third, with the euro, a number of european oems have started to increase investment in china, the localization of spare parts, which will help improve chinas domestic parts and components products, technical content. this is also the local vehicle assembly plant to improve product quality and reduce the cost of resource advantages. finally, china in the mechanical processing equipment, upgrading of technology is also very fast. therefore, chinas auto enterprises to purchase their own processing equipment, in turn showing another advantage. (5) the advantages of later. multinational auto companies to extend the product life cycle, a portion of the already mature technology transfer to china, production in china, shanghai automotive industry, by working with volkswagen, general motors corporations joint venture to study and use of existing experience and skills developed, greatly reducing the the risk of the cost of the development process. through the successful absorption of technology can make their own competitive platform, docking and transnational corporations. advantages as a latecomer to saic and the multinational corporations in new technologies, innovations and applications have the same opportunity to present the new technological revolution is taking place, including information and vehicle energy power revolution, has provided new opportunities for the development and catch up, saic can use this opportunity to achieve leap-forward development. 2.2, and disadvantages of (1) the lack of international operating experience. while saic was the first to go overseas to carry out international operations of chinese auto companies, but also had some experience in international operations, but, with the last hundred years compared to multinational auto companies, but also somewhat immature, especially for such a competition in europe heated auto market, the lack of international operating experience is a big disadvantage. (2) the automobile culture is weak. there is no culture of the automobile industry is the automotive industry without a soul. this culture not only the traditional broad national culture, have a narrow automotive culture. the future, saic own brand car, the need to improve more than just technology, but also behind the culture of technology products for the language of expression out of this is precisely the need to saic through the efforts of several generations can be accumulated in the non-material cultural heritage. only such a culture with the chinese 2000 years of culture integration, possible to make saic truly internationally competitive. (3) the channels of the laying of lag. as the saying goes, to those who may channel the world, even after being with the volkswagen, general motors 20 years of joint venture, saics domestic marketing channels laid a good, but in europe, this new market, the channel is basically laying zero. if the help of dealer sales network, not just in sales, profit control every aspect of being manipulated by others, but also in the market expansion, 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 are significant risks. (4) brand strength leiruo. in the automotive sector, historical heritage and years of accumulated brand of products is very important. in the automotive consumer products such as special areas, to achieve the brands rapid promotion with great difficulties. as chinas independent brand vehicles have left the eyes of people and the world the impression that low-end in 10 million or less of the auto market, brands days of life is good; however, if the price of more than 100,000 yuan, he would face a brand glass ceiling . therefore, the saic is in the high-end market as the entry point, the biggest difficulty currently facing not only the quality and technology, as well as brand glass ceiling. (5) small-scale enterprises. saic car sales in 2005 of a total of 1.059 million, far below the worlds top 500 companies in the automobile, the average sales of 2.867 million. automotive industry is a very significant scale industries, such a small scale, the cost of various amortization is a heavy burden. (6) the capital structure is not reasonable, profitability is not high. comparing the year 2006 through an integrated fortune 500 automotive companies and relative indicators of the absolute indicators, saic can be found with the gap between the international auto giants. in the capital structure, chart auto companies, the average equity multiplier of 5.69, 3.28 saic. from this indicators, saics low debt ratios, although the financial risk is relatively low, the loss of a part of the use of debt to create greater value for our shareholders the opportunity. in profitability, the main profit margins by total assets, net assets, profit margin and operating margin targets and three relative operating profit reflected an absolute indicator. it can be seen that the profitability of saic and the gap between the worlds auto giants is also very large. (7) labor productivity is not high. 2006 fortune 500 automotive companies operating income per capita and per capita operating profit was 47.7 million u.s. dollars and 11,000 u.s. dollars, the shanghai respectively, of 22.3 million and 332.8 u.s. dollars, only 500 were the worlds auto companies on average 46.8% and 3.0%. while saic has a comparative advantage in labor, but labor productivity gap with the international auto giants is still obvious. 2.3, opportunity analysis (1) economic globalization has brought opportunities. economic globalization is the worlds most countries and regions in the formation of a unified, closely linked to economic operation process, which objectively reflects the main body of relatively independent national economies are interrelated, and interdependent. economic globalization will include auto enterprises in china, including shanghai automotive bring good opportunities for development. for example, economic globalization is conducive to the formation of dominant enterprises pouring mechanism; conducive to technological upgrading of chinas automobile industry; conducive to chinas automobile industry to reduce costs and improve competitiveness. (2) the opportunities to join wto. in 2001 china joined wto, to become a full member of wto, which entered the international market for our cars has brought a good opportunity. for example, you can enjoy the multilateral, five conditions and stability of most favored nation treatment, this treatment principle will contribute to our automotive products in the international market and fair competition. in addition, as a developing country of chinas accession to wto, can enjoy the difference and more favorable treatment of developing countries. (3) the state of independent innovation and auto export policy support. in june 2004, the state government has issued a series of policies aimed at the policy to urge the auto companies with independent innovation and development. state independent innovation and automotive exports through various aspects of attention is bound to encourage and support the policy be implemented. this great efforts to cultivate its own brand cars, and is committed to the international market, saic, the provision of a good opportunity. (4) the global automotive market, the ongoing new round of adjustment. chinas auto consumption market continued to grow and has developed into the worlds second largest market, a huge market potential and sustainable low-cost advantage to attract major international automotive group has entered the chinese market, and will focus on the transfer of its manufacturing to china, the worlds automotive industry technology and r & d capabilities have gradually shift to china, chinas manufacturing base and sales market, will become the worlds main battlefield of competing cars on the range of products, performance and quality requirements for velocity, prompting international companies to increase and accelerate the of new products and advanced technology transfer and transfer. has over 20 years experience of cooperation with the international automotive group of saic just can seize this opportunity. reposted elsewhere in the paper for free download http:/ (5) the emergence of new energy vehicles. as traditional car exhaust emissions on the environment, pollution, development, production and sales of low emission of pollutants, energy consumption of new low-energy vehicles have become the mainstream of the industrys development. after a key technology research, concept development, prototype verification phase, the developed countries have launched a new energy vehicles, and in the support of government preferential policies began to enter the market. compared with traditional vehicles, chinas new energy vehicles in the field of r & d start almost simultaneously with the developed countries, the overall gap of about 5-8 years, but in some areas of technology, and even reached the world advanced level. this is not much difference between, let us see the long-awaited leap-forward development opportunities. with the developed countries due to both conventional cars hesitation caused by the development and shorten the gap between the irrational is no longer wishful thinking. 2.4, threat analysis (1) economic globalization and the accession to wto challenges. in terms of chinas automotive industry is a good opportunity for development, they inevitably will be some impact, especially in chinas automotive industry by more tariff protection, such an impact will be even more serious. first of all, the protective umbrella of the domestic automobile industry has basically disappeared; secondly, the use of foreign intellectual property protection, technology, anti-dumping and other non-tariff policies that hinder chinas auto exports. (2) international auto giants of the besieged. chinas independent brand cars has attracted a new round of offensives international auto giants attention. if saic own brand cars exported to the european market, will work with international auto giants form a head-on collision. after 80 years of the underestimation of japanese products, the europeans emerging chinese economy facing a formidable enemy. in fact, they have begun to chinas surging car and prepared to do prevention. therefore, the saic-branded vehicles will be autonomous regions and product markets in the face of japanese, the u.s. department of european cars have a stiffer. in september 2006, ford in severe loss of a declared bid for the exercise of right of first refusal rover trademark moves, in addition to feel that their concerns for the saic to suppress the purpose was revealed beyond doubt. (3) domestic own-brand cars-called fratricide. in the monopoly of foreign auto products difficult to break out in chinas domestic brands have begun to seek overse