比亚迪汽车国际化战略研究

发布时间：2018-04-24 19:36

本文选题：比亚迪汽车 + 国际化战略　；参考：《山东大学》2017年硕士论文

【摘要】：近些年来,在全球经济一体化和世界科学技术飞速发展的共同推动下,汽车产业全球化发展的态势越来越明朗。充分利用国内、国际两个市场,不断推动我国汽车产业“走出去”,已经成为我国自主汽车企业谋求做大做强的必经之路。对于比亚迪而言,由于其掌握了动力电池核心技术这个对新型电动汽车来说最重要的环节,并已经具备了进行大规模生产的成熟条件,这为推动比亚迪汽车国际化进程奠定了技术储备基础,也让比亚迪汽车成为了新能源领域的领导者和全球充电电池产业的领跑者。自成立以来,比亚迪汽车始终坚持以自主品牌的发展理念为指导,以“打造民族的世界级汽车品牌”为目标,以振兴自主汽车产业为己任,正以独特的方式在国际化经营道路上不断探索。在2016年,比亚迪传统燃油车销量为394183辆,同比增长1.78%;新能源汽车销量为100183辆,相比2015年的61722辆大幅增长62. 31%,是全球唯一年销量超10万的车企,并拉大与美国特斯拉的差距,稳居全球第一。目前,比亚迪新能源汽车占据全球新能源汽车市场份额的13%和中国新能源汽车市场份额的30%。截止目前,比亚迪新能源汽车已在全球50多个国家和地区的240多个城市建立了销售网路,为悉尼、伦敦、洛杉矶等城市的公共交通提供绿色环保的解决方案。销量的大幅增长反映了汽车市场对比亚迪品牌的认可,比亚迪正扛起“新能源汽车领导者”大旗,代表我国自主汽车品牌在海外开花结果。本文以比亚迪汽车为研究案例,在国际化战略相关理论的基础上,首先对比亚迪汽车国际化经营现状作了概述,介绍了比亚迪国际化发展现状和发展历程:其次就比亚迪汽车国际化经营的策略,从国际市场的进入模式、国际化动因和产品定位方面进行了深入分析;然后运用SWOT模型探讨了比亚迪汽车国际化进程中的内部条件和外部环境;最后基于SWOT矩阵分析了各战略组合并提出了比亚迪汽车国际化的未来战略选择——W0战略。本文认为,比亚迪在今后的国际化经营中还应有配套方案,即不断提升产品质量、完善海外营销网络及售后服务,改善产品形象,提高品牌溢价能力;同时应该抓住重点市场,为国际化道路提供保障等。
[Abstract]:In recent years, with the global economic integration and the rapid development of science and technology in the world, the trend of automobile industry globalization is becoming more and more clear. To make full use of the domestic and international markets and to push the auto industry out of the world has become the only way for our independent automobile enterprises to become bigger and stronger. For BYD, because it has mastered the core technology of power battery, which is the most important link for the new electric vehicle, and it already has the mature conditions for large-scale production. That has laid the groundwork for internationalizing BYD, making BYD a leader in new energy and a leader in the global rechargeable battery industry. Since its establishment, BYD Automotive has always been guided by the development concept of its own brand, aimed at "building a world-class automobile brand for the nation" and taking the revitalization of its own automobile industry as its own responsibility. Is in a unique way in the internationalization of the road to continue to explore. In 2016, BYD sold 394183 conventional fuel vehicles, up 1.78 percent from a year earlier, while new energy vehicles sold 100183, up from 61722 in 2015. It is the only car company with annual sales of more than 100000, and widen the gap with Tesla, the United States, stable number one in the world. Currently, BYD's new energy vehicles account for 13 percent of the global market share of new energy vehicles and 30 percent of China's new energy vehicles market share. So far, BYD's new energy vehicles have established sales networks in more than 240 cities in more than 50 countries and regions around the world, providing green solutions for public transport in cities such as Sydney, London and Los Angeles. The surge in sales reflects the recognition of BYD's brand in the auto market, which is taking on the banner of "new energy car leaders" to represent our own car brands to bear fruit overseas. This paper takes BYD Automotive as a case study, on the basis of the relevant theories of international strategy, firstly summarizes the current situation of BYD's international operation. This paper introduces the current situation and development course of BYD's internationalization. Secondly, the strategy of BYD's international operation is analyzed deeply from the aspects of international market entry mode, internationalization motivation and product positioning. Then the internal conditions and external environment in the process of BYD automobile internationalization are discussed by using SWOT model. Finally, based on the SWOT matrix, the combination of each strategy is analyzed and the future strategic choice of BYD automobile internationalization, W0 strategy, is put forward. In this paper, we believe that BYD should continue to improve the quality of its products, improve its overseas marketing network and after-sales service, improve its image, and increase its brand premium capability in its future international operations, and at the same time, it should focus on key markets. To provide protection for the international road, etc.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F272

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