| The world landscape is undergoing major changes unseen in a century.Trade protectionism is on the rise,and the process of global globalization is under unprecedented threat.COVID-19 has swept countries around the world and had a huge negative impact on the global economy and transportation.The average income of people in all countries has declined to varying degrees.In the environment of downward pressure on the economy,the auto export sector is not immune.At the same time,major countries and regions in the world have issued their own timetable for banning the sale of traditional fuel vehicles for the purpose of environmental protection and energy security.A big change in the auto industry is on the way.With a history of nearly 100 years,Nissan Motor Company is one of the most successful automobile companies in the world,but it also has its own problems.In the later period of Carlos Ghosn’s reign,both the executed expansion route in developing countries and the overdrawing of technology reserves as a result of years of reduced R&D spending are having long-term negative impact on Nissan Motor Company.My company is a multinational company engaged in outsourcing business in China,in this company,the F Department of Nissan Motor Co.,Ltd.is responsible for providing business support within the authorized scope by Nissan customers.Based on the review of international business theories,such as enterprise strategic management,selection of export strategy,economies of scale,product life cycle and internalization,this paper analyzes the current situation of automobile export of Nissan Motor Company and the existing export problems.At the same time,it analyzes the external macro environment of automobile export,and obtains the strategic analysis of its advantages,disadvantages,opportunities and threats.Formulate the implementation plan of export strategy,and put forward the implementation steps and safeguard measures of export strategy.Finally,summarize and give an expectation.The purpose of this paper is to deepen the understanding of Nissan customers,and at the same time,to think about the business environment of traditional mid-end fuel vehicles and new energy vehicles in different countries and regions in a more comprehensive way.so as to provide a useful reference design for Nissan’s auto export strategy in the new international pattern. |
