Research On The International Competition Strategy Of Nanqi Yuejin Trucks

The automobile industry not only reflects the level of national industrial development,but also is the pillar industry of the country economy.After China accession to the WTO,the domestic automobile industry has developed rapidly.In 2009,China automobile production and sales volume ranked first in the world,and since then,China has become a power in automobile manufacturing industry.At the same time,proprietary brand vehicle enterprises have also gone abroad,from the simple trade export of products to the establishment of overseas resident agencies,and then to the establishment of overseas factories to achieve localized production,and gradually established the position of Chinese brands in the international market.In 2012,the annual export volume of China automobiles exceeded 1million units for the first time,which shows that the acceptance of foreign consumers for products of independent brands has gradually increased,especially in the past three years,the export proportion of commercial vehicles has been increasing,and light trucks(trucks with a load capacity of 1-8 tons,hereinafter referred to as light trucks)are the main sales volume in its product structure.Founded in 1958,Nanjing Automobile Group Co.,Ltd.is the first light truck manufacturer in China and the first batch of domestic automobile enterprises to enter the international market.Its products have leaped into about 39000 trucks,covering 62 countries and regions around the world.In the early stage of overseas business development,Yuejin truck has made proud achievements by relying on solid foundation,initiative and other advantages.However,after the ‘SAIC-NAC' cooperation in 2007,due to the internal problems of the enterprise,the export mode could not be transformed and opportunities were missed.The overseas business situation suddenly turned to the bottom and never recovered.The annual export volume of nearly 10000 sets fell to the bottom from the peak period and hovered within 500 sets.In 2018,Yuejin truck belongs to Maxus and is planned as a key development project in overseas market by SAIC Group.At this time,whether through self redemption to recover the lost market,or under the drive of the group to rebuild the brand image,Yuejin truck urgently needs to break the deadlock of stagnant overseas business,makes use of the original international market foundation,concentrates its advantages and resources to quickly open the gap,improves export sales volume,and promotes the expansion of overseas market through various strategies,so as to form a long-term stable and virtuous overseas cycle.The operation mode,meanwhile,establishes various systems such as international marketing,diversified service and scientific management to create a well-known international brand image.Therefore,the export significance of Yuejin truck can't stop at the level of ‘project' or ‘business segment' of NAC,which needs to be promoted to the strategic dimension.So it is very important to make a reasonable and effective international competitive strategy.China's proprietary brand light truck has been developing in the international market for nearly 20 years.With its cost leading advantage,it has gained a good market share and formed a mature marketing system with its low-end and mid-low-end products in most of the undeveloped countries.However,the light trucks produced from world-renowned automobile companies are not the direct competitors.Meanwhile,the similar products from other developing countries are weak.Therefore,the competition in the overseas market of light trucks is conducted among domestic brands.In this paper,taking NAC Yuejin truck as an example,to meet its needs of international competitive strategy research,using the relevant research background and status locally and abroad,and the combination of theory and practice as the main research method.The theory is related to the concept of international competitive strategy,and the practice is to use PEST analysis,internal and external matrix analysis(positive matrix),five force model and other methods to analyze the external conditions and internal structure elements of enterprise development,and put forward suggestions to play its advantages and improve its shortcomings.At last,the SWOT model is used to conclude the scheme of strategy which is most suitable for the current stage of Yuejin truck.In addition,this paper elaborates the international competitive strategy of Yuejin truck in five aspects: market strategy,product strategy,price strategy,channel strategy and export model of product strategy.At the same time,ensure the smooth implementation of the international competitive strategy and achieve the expected results through management system guarantee,human resource guarantee and capital guaranteeThe research of this paper has the certain guiding significance for the internationalization development of NAC-Yuejin truck,and also provide kind of reference for other enterprises with similar experience in the layout of internationalization competitive strategy.