Export Strategy Research On Domestic Automobile Products

The automobile has developed for more than 100 years, while the automobile trade only has a history of about 50 years. With the deepening of the global economic integration, international trade has become an indispensable way to survive and develop for automobile companies. The export of automobile product is a very significant part of the automobile marketing. It is very important to keep the cash flow smoothly, and to exploit new markets and establish good business relationships.Since the intensifying competition on domestic market in recent years, domestic automobile enterprises especially the national brands unceasingly search and exploit new markets. Through several years of efforts, some national brands have entered the Africa and Middle East, but the quantity and scale are still very small. Additionally, with the impact of the 2008 global economic crisis, the automobile export enterprises has confronted unprecedented crisis. How to exploit new market and enlarge the scale of export is the major challenge for domestic automobile enterprises.The essay expounds current situation and characteristic of domestic automobile products, analyzes and researches the deficiency of the domestic companies from the macro-view, including structure and administration, product constitution, research and development investment and after-sale service, etc. It will help the company to fully realize its shortcomings. Every company must seriously analyze and research the global market, accurately orient its product, unceasingly consolidate and exploit markets. Above all, each company must transit its marketing concept, change the only commodity export into genuine global marketing.This essay separates into 7 parts. The first part is introduction, it mainly introduces the global automobile trade history and new features, domestic automobile trade conditions and explain the goal of the paper. The second part is literature summarization. It mainly introduces the comparative advantage theories and global market entering strategy, it's the theory basis of the following parts. The third part is SWOT analysis, it finds out existing shortcomings and threats in the automobile industry and products. The forth part is PEST analysis, it targets 4 major markets and analyzes political, economic, social and technical situation of each market, and finally finds out suitable areas. The fifth part is example analysis, through the successful practice of export companies, to learn their experiences. The sixth part is to find out export strategies for automobile products. It analyses in two aspects to find out several measures to boost domestic automobile products exportation. The seventh part is conclusion, it summarizes the outcomes and some shortcomings of this essay.