Study On The Globalization Modes Of Chinese Automobile Brand

Firstly,this paper described the background and significance of the research on the topic of the internationalization of the automobile branding,and did some analysis on some research status inside and outside China,and at the same time,stated the method of analysis and the main content in detail.By the means of case study,this paper made more analysis on the related theory of the brand internationalization,including the content of the brand internationalization,the meaning of the brand internationalization,the important value of the brand internationalization,and the general model of the brand internationalization.Then,through a detailed study on the Chery Automobile Co.and the Geely Automobile Co.,summarized their similarities and differences,and lead to the current shortage of the brand internationalization of our national brand automobile industry.And also,through the study on these two companies,combined with the advanced experience of automobile brand internationalization model in South Korea and Japan,this paper summed up the optimization model of the brand internationalization and made detailed research on our Chinese national brand automobile industry,and at the same time,given to the optimization references scheme in multiple dimensions.It used a combination method of quantitative and qualitative research ideas in the demonstration process,and made the qualitative analysis as the main analysis method of this article.In addition,the comparative study method was used to study advantage and disadvantage of the different way of brand internationalization models domestically and internationally.The advantages and disadvantages of different brand internationalization models were compared,and the general rule of brand internationalization model was found.The comparative study method and inductive analysis method to analyze the automobile brand internationalization model suitable for our country;By using the method of case study,it analyzed the optimization mode for Geely and Chery cars.For our national brand cars.We should strength our domestic consumption market through brand innovation in our country;We should establish a strategic partnership among our domestic national brand car enterprises and integrate all resources to the alliance,then to enhance our market competitiveness internationally.In the oversea market,we should chose the "progressive" market entry strategy,through the establishment of a strategic partnership to realize a “partial great leap forward development” and the “single brand” strategy.In addition,we should focus on the implementation of technology globalization,the human resource globalization,marketing globalization and branding globalization strategy.