| From the first day when China Auto industry was founded, it is tightly connected with country economy. With the development of China bus industry, China has been the biggest production base and the advantage of cost performance make the buses have a wide market prospect. But Chinese bus export volume is less than 4% of the world output. Therefore the success of the international market share competition will make long-term significance to the internationalization of the bus company. The study on Xiamen Golden Dragon Bus Co., Ltd, as an important industrial company of Xiamen and one of the four famous bus brands, of Three Long One Tong, will make important significance.The paper concerns Xiamen Golden Dragon's survey, ensemble, and product export circs. It shows international passenger car market status quo, micro export economic situation and rival's status. It uses SWOT analysis method to analyze Xiamen Golden Dragon's advantages, weakness, opportunities and menace in product export. The paper also use 4P theory to discuss Xiamen Golden dragon's international marketing compounding strategy.Along with China passenger car companies' developing in enterprise scale and technology, by 3-5 years, as country's main supported industry, the Chinese passenger car companies will face internationalization problems. Although the progress in internationalization will be full of pains and difficulties, in order to develop, China passenger car companies have no alternatives but face it. Internationalization strategy always begins from product entering into global markets, implementing global marketing compounding strategy is the first way to enforce enterprise internationalization stratagem. Hope the paper can bring some thoughts on the first way of passenger bus enterprises' internationalization. |
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