Analysis Of Geely Group's Location Selection For Transnational Operation

Location selection is an important step in transnational operation of enterprises.However,the current researches on location selection by domestic and foreign scholars mainly focuses on macro or industrial level,and there are few studies on the location selection of specific enterprises' transnational operation.Facing the rapidly changing international market environment,the transnational operation of Chinese automobile enterprises is not in good condition.How to correctly select the transnational operation location is an urgent problem to be solved in the transformation of automobile enterprises.Therefore,this paper chooses Geely Group and studies its transnational operation location,trying to give reasonable location selection suggestions to help Geely take a good path of transnational operation.Basing on the previous research results at home and abroad,this paper firstly sorts out and describes the location of Geely Group's export and overseas investment,obtains the status quo of Geely Group's location selection,and believes that Geely has initially established the global location layout.Secondly,this paper considers the factors influencing the location selection of Geely Group's transnational operation,and conducts cluster analysis on 22 target countries based on five factors including economy,politics,distance,infrastructure and automobile market.Theresults indicate that five locations with different characteristics are obtained.Finally,based on the current business situation of Geely Group and the location classification of the host country,this paper believes that Geely Group should focus on general developed countries,pay attention to the combination of location advantages and enterprise advantages,and set different strategic guidelines for emerging markets,European and American markets.