Research On The Implementation Effect Of Great Wall Motor’s International Operation

At present,with the rapid development of economic globalization,opening the road of internationalization has become an inevitable choice for the automobile industry of various countries.Since China overtook Japan to become the world’s largest new car market in 2009,China’s automobile production and sales volume has been the world’s top in the10 th year,and has become the booster of China’s automobile industry and the whole economic development.At present,there are more and more Chinese automobile manufacturing enterprises,and foreign automobile enterprises are also competing to seize the Chinese market.In the face of such a fierce competitive environment,it is very necessary for Chinese enterprises to make full use of their own advantages to dig deep into the foreign market and carry out effective international business strategy.Great Wall Motors is an auto enterprise with a complete independent brand product R &D system.It has always adhered to technological upgrading and innovation,and established well-known brands such as Euler,pickup truck and Harvard.Great Wall Motors not only pays attention to the development of domestic market,but also pays attention to the development of overseas market.Since 1998,Great Wall Motors first stepped out of the country,it has unprecedented opened the automobile market in Europe,America and Japan,and its brand has been recognized by the international mainstream countries.Through overseas investment,plant construction and strategic alliance,its overseas market has been expanding.Therefore,the international operation experience of great wall motor is a subject worthy of attention and research.This paper selects Great Wall Motor as the research object.Firstly,it introduces the general situation of the internationalization development of Great Wall Motor,and analyzes it from three aspects: the motivation of internationalization,the environment and the choice of business model.Secondly,through the financial index analysis and international market operation analysis of Great Wall Motor,it is found that the implementation of international operation has improved the debt repayment ability,brand operation and brand value,R &D investment and innovation ability of Great Wall Motor,but the specific performance of profitability and operation ability is slightly weak;At the same time,the internationalization cobweb model is also used to measure the internationalization degree of Great Wall Motors.Thirdly,summarize the problems and risks according to the evaluation results.Finally,it puts forward some suggestions on the international operation of Great Wall Motor,and gives enlightenment to the international operation path of other automobile enterprises.