| In the context of today's globalization,the trend of world integration has had a profound impact on the development of global policies,economy,society and technology.Automobile industry as a representative industry to carry out international operations,its technology upgrading,research and development(R&D)manufacturing,marketing and after-sale services as well as brand building are closely related to business globalization.In the current complex domestic and international conditions,a large number of international auto giants has suddenly poured into the Chinese market,especially after China's accession to the WTO,they not only competed for the market,but also shared huge benefits.In the internal and external of auto industry,under extremely difficult circumstances,Chinese joint venture and self-owned brand auto firms have quickened their development.After a development process from scratch,Chinese automotive firms have accurately seized this developing opportunity,actively entering the international market and participating in the competition in automobile market.Compared with the century-old automotive countries,China has to realize the change from a big country to a powerful one from the perspective of the industry.However,with the continuous deterioration of the global financial crisis,the automotive industry is also facing a severe situation,which is not only a challenge but also a rare opportunity for China's automobile industry and national independent brand automobile enterprises.Under the trend of economic globalization,Geely Group-a representative of China's independent brand automobile enterprises-seeks optimal resource allocation and realizes economy of scale,while introducing and developing advanced technologies.It fully exploits both domestic and international markets to achieve its economies of scale,and steadily implements its internationalization strategy when creating a world-renowned automobile brand belonging to China.Geely Group has embarked on a unique internationalization road,breaking the conventional strategy that most enterprises use,that is "Going Out" before "Bringing In".What Geely Group dose is that it first acquires Volvo Car which has the world-class reputation and technological level.After a long period of introducing technology and learning experience,in the later integration development,Geely Group confidently "goes ouf" with their latest technology and excellent products quality in their later integration.Therefore,it is essential to analyze and explore the process of Geely Group's internationalization,which is of great significance for future Chinese auto enterprises to compete in the fierce international market and gain absolute advantage.This paper is divided into seven chapters,mainly based on the international development process of Geely Group.The PEST model is used to analyze Geely Group's political,economic,social and cultural as well as technical environment.Meanwhile,Geely's strengths,weaknesses,opportunities and threats are also analyzed by SWOT model in the implementation of its internationalization strategy.Combined with the development status of Geely Group,some competitive strategies have been proposed,and some inspirations have been summarized for the Chinese auto enterprises planning to implement internationalization strategy.The first chapter is the introduction,which mainly includes the research background,research methods and basic theories.The second chapter is a literature review,which reviews the domestic and foreign study of internationalization.The third chapter summaries the development of Geely Auto Group from the perspective of its historical development.It mainly introduces Geely's production model,technical level,R&D capability and core value.Secondly,the reasons why Geely implements the internationalization strategy are listed in detail.Meanwhile,this chapter comprehensively summarizes the development direction of Geely's internationalization from four stages,explains how Geely realizes the strategy step by step from the point to line to face and to full coverage,and stabilizes its competition in the global automobile market to further realize the enterprise internationalization.The fourth chapter analyzes Geely Group's international strategic environment.First,the external environment is introduced from four aspects:policy and legal,economy,society and culture and technology.Then,it fully summarizes the development status of the domestic and international automotive industry.Finally,Geely Group's corporate environment is introduced from the scale of development,production capacity and overseas business conditions.The fifth chapter mainly conducts SWOT analysis on the internationalization strategy of Geely Group,summarizing its strengths,weaknesses,opportunities and threats.The strengths include cost price,technology R&D,marketing,product mix and human resources,etc.The weaknesses are mainly analyzed from four aspects:brand,capital,overseas marketing network and technical strength.The long-term coexistence of opportunities and threats cannot be easily ignored.The former includes several aspects,such as policy and international economic situation and market development;the latter includes strong rivals,trade protectionism,economic risks and cross-cultural operations.The sixth chapter is based on the analysis and summary of the previous chapter.After the SWOT matrix to have a specific understanding of Geely Auto's strengths,weaknesses,opportunities and threats,the SO strategy,WO strategy,ST strategy and the WT strategy are proposed.The seventh chapter summarizes the current situations and the enlightenment that Geely Auto Group's internationalization strategy brings to other automotive enterprises.According to the problems encountered in the development process of Geely Group,it summarizes several issues that should be paid attention to in implementing the strategy for automobile enterprises with international operation dreams,thus laying a solid foundation for faster and better implementation of global operation. |
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