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奇瑞汽車中國市場進入的選擇

時間:2016-03-31 09:46來源:livesitehelp.com 作者:anne 點擊:
本報告的主要目的是與行動建議的過程,以確定進入美國汽車市場的可用選項,并提供董事會這將最適合中國奇瑞汽車有限公司。
1. Executive Summary執行摘要

奇瑞是一家國有汽車企業。奇瑞主要產品包括客車,小型貨車和SUV。殊不知,奇瑞已穩步發展,因為它成立于1997年其銷售金額在2010年達到了高峰然而,由于種種原因,銷售金額2010年之后。因此下降,這是非常重要的尋求辦法增加銷量,進入實質性的美國汽車市場。
據分析優勢,相對于美國市場的奇瑞缺點,可以發現,合資公司或戰略聯盟是奇瑞一個更好的進入市場的選擇。有了可行的策略,它可以激勵奇瑞在新的市場穩步發展。The main purpose of this report is to identify the available options for entry into the United States of America car market and provide the Board of Directors with a recommended course of action which will best fit Chery Automobile Company Ltd, China. 
Chery is a state-owned automobile corporation. Chery’s key products include passenger cars, minivans and SUVs. As everyone knows, Chery has developed steadily since it was established in 1997. Its amount of sales reached a high peak in 2010. However, due to some reasons, the amount of sales declined after 2010. Thus, it is very essential to seek for approaches to increase sales to enter into the substantial U.S.A. car market.
According to analyze advantages and disadvantages of Chery in relation to the American market, it is found that the joint venture or strategic alliance is a better market entry option for Chery. With the feasible strategy, it can motivate Chery to steadily develop in the new market.  
 
2. Introduction介紹
 
奇瑞汽車有限公司成立于1997年。公司總部設在安徽,中國。有超過20種車輛在市場上出售。此外,越來越多的新設計將很快被釋放。奇瑞堅持以跟風更新汽車制造技術的可持續發展的方式。此外,奇瑞實現了“走出去”的原則。越來越多的汽車出口到80多個國家和地區。自1997年成立以來2010年奇瑞汽車增長迅速,其銷售達到70萬臺。然而,2010年以后,銷售金額下降。 2012年3月,奇瑞創造了捷豹路虎的合資企業,以生產和銷售捷豹路虎汽車。為了提高接近2010年的水平銷售金額,奇瑞決定進入U.S.A.汽車領域的新品牌。Chery Automobile Co. Ltd was established in 1997. Its headquarter is based in Anhui, China. There are more than 20 types of vehicles to sell in the market. Additionally, more and more new designs will be released soon. Chery insists on the sustainable way to update the auto-making technology in order to follow the trend. Besides, Chery implements the principle of “going abroad”. More and more vehicles are exported to over 80 countries and regions. Chery has grown rapidly since its inception in 1997. In 2010, its sale reached 700,000 units. However, after 2010, the amount of sales decreased. In March 2012, Chery created a joint venture with Jaguar Land Rover to produce and sell Jaguar Land Rover cars. In order to raise the amount of sales near the 2010 level, Chery determines to go into the U.S.A. automobile field with the new brand. 
 
 
 
3. Understanding the Market Entry Options了解市場進入選項
 
If an organization plans to develop its business, it is essential to enter a foreign market. When the company has determined to pass into another market, a series of choices can be chosen (Anderson and Coughlan, 1987). However, it is necessary to consider what time of entry is appropriate. If the products are innovative and have the advantages, it is very important to grasp the market demand and establish a strong brand name before other competitors get in. If there are some uncertain factors to enter the foreign market, the organization can choose to follow behind other companies to reduce the risk and save time and resources (Keegan, 1989).  
Generally, the market scale also influences the firms to make strategies. Basically, once the firm decides to be a large scale entry, they will spend millions to acquire the local market share, and operate advertising campaigns on various media platforms (Cunningham, 1986). If the venture is not the most aggressive firm, it may invest resources in small amounts in order to reduce the risk. Through gradually learning from the local environment, it  can move along the learning curve more quickly. 
There are a number of options available to sell the products in global markets. The most feasible approach will rely on the business, its goods, the result of the market circumstance environment analysis (Ron, 2008). Here will list some common market entry options as following:  (責任編輯:anne)
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