Case Study On Geely International Aftersales Organization Capability Building

With China's entry into the WTO and cultivation of Chinese automobile talents,Chinese independent automobile brands represented by Geely,Chery and BYD gradually sprung up and set up own market position in China.Meanwhile,in order to be a world brand,Chinese auto brands must go abroad and contend for markets with European,American and Japanese automobile brands.However,it is necessary to consider the after-sales service before occupying the overseas market.Therefore,how to guarantee the after-sales service in the overseas market?Based on deep investigation on the Department of Aftersales Service of Zhejiang Geely International Sales Company(hereinafter referred to “Geely International Aftersales Department),this paper tries to answer the above problem by applying case study method.After 22 years of development,Geely has become a leading Chinese automobile brand.Meanwhile,through acquiring Volvo,Proton,Lotus and other international automobile brands,Geely Automobile is expanding its international brand influence with remarkable overseas strategies and provide gradually mature after-sales service in the overseas market through recent years of layout.The research on its construction of Organizational Capacity can reveal the reasons for its success to a certain extent and provide experience reference for domestic brands to go abroad and become an international brand.In the text part of this case,three stages of going abroad,going in and going up of Geely International After-sales Department are described mainly,and iconic events are selected from these stages to understand the whole picture of Geely overseas development.Meanwhile,the situations of after-sales service in each stage are sorted out;in the part of case analysis,from the current situation and difficulties of Geely International After-sales Department,this paper analyzes and sorts out the characteristics of Routine evolution of Geely and summarizes general routine to improve Organizational capability.Applying the related theories of Routine evolution and organizational capability,this paper designs the scheme for building the organizational capability of Geely International After-sales Department and hopes to provide some references for other Chinese auto brands to go abroad.