A Research On Geely Group Brand Internationalization Strategy

The automobile industry is one of the pillar industries of China's economic development industry.It can increase employment in our country,can promote the development of the industry and has a certain industry spillover effect.It can also be an important measure for the overall level of a country's manufacturing industry..After the 21 st century,China's fast-growing automotive industry and domestic auto companies with improved vehicle R & D capabilities have diversified product categories and gradually improved quality levels.In 2017,China's automobile sales volume ranked first in the world for nine consecutive years,reaching 29.015 million vehicles.Geely Automobile is the sales champion of domestic independent brands.In 2017,its cumulative production and sales reached 1.427 million units,with sales up 63% year-on-year.In 2018,Geely Group set a strategic goal of achieving annual sales of 3 million vehicles in 2020,becoming the top ten global automotive companies.In this context,based on the research results of domestic and foreign scholars on brand and brand internationalization,this article makes a case study of Geely Group's brand internationalization.This article first gives a comprehensive overview of Geely's development status from the brand layout of Geely Group,the proportion of international operations,the global recognition of Geely's brand,the regional distribution of brand internationalization,and the degree of internationalization of resources.The external factors and internal factors of the group are analyzed.The reasons for the internationalization of Geely's brand and the problems it faces are analyzed.External factors include the macro environment and the competitive environment,and the internal environment includes its own development needs,the pursuit of maximum profit,and economies of scale.The internationalization of Geely Group's brand mainly faces obstacles and problems of complex social and cultural environment,different brand perceptions and brand cultural differences.Finally,it analyzes the model of Geely Group's brand internationalization,from the growth path,brand strategy,brand output path and brand support.This article discusses the characteristics of Geely's brand internationalization model,summarizes the path of Geely's brand internationalization,and believes that at this stage,Geely Group should vigorously adopt M & A and investment to set up factories for brand internationalization.Based on the above analysis,this article draws the following conclusions and recommendations: In the initial stage of brand internationalization,companies entering the overseas market can enter the market in a step-by-step manner by creating their own brands;at the breakthrough stage of brand internationalization,Through the acquisition of well-known overseas companies,and cooperation with well-known foreign companies,brands can be exported to the international market.It also proposed four guarantee measures to cultivate a professional international talent team,implement multi-channel brand promotion measures in the international market,innovative technology research and development mechanism,and strengthen the construction of multinational corporate culture to promote the further internationalization of Geely's brand.