吉利汽车集团国际化战略分析 摘要：近十年来，中国汽车业经历了一轮蓬勃发展。随着国内市场的日渐饱和，各国内汽车企业生产规模的不断扩大，中国汽车企业走国际化发展道路也成为必然趋势。
本文选取吉利汽车，作为中国汽车业整体发展的缩影，通过结合企业国际化的相关理论知识，分析当前吉利汽车的国际化形势，结合市场营销知识，对企业在不同海外市场的营销战略做出分析，针对企业的国际化战略提出建议。
通过分析，我们可以发现，吉利的国际化战略离不开产品差异化的发展路线，面对不同市场中消费者对于产品的不同偏好，应当追求产品本土化战略；对于企业的国际化长久发展，企业的品牌形象，以及科技实力是企业竞争力的核心；收购兼并对于企业是把双刃剑，企业在可以直接获得海外品牌，先进的管理理念以及技术的同时，如何整合好合并的资源也同样重要。
对于众多与吉利类似的中国民营型企业，当前形势下迎合政府“引进来，走出去”的口号，正源源不断的走向海外市场。那么通过分析吉利的国际化战略也可以对中国后发展性企业具有一定的参考与借鉴价值。
关键字： 吉利汽车；国际化战略；营销策略
The Analysis of Geely’s Internationalization Strategy
Abstract: In recent ten years, China auto industry has experienced a flourishing development. With the increasing saturation in domestic marketing, the expansion of each auto companies, the road to globalization is an essential way to keep the further development of those companies.
Geely Auto, which represents Chinese auto industry, is valuable to be taken as an example to analysis. By means of the related academic theory of globalization and marketing management, we can make some conclusion of the Geely’s global strategy. To the various oversees marketing, Geely has also different marketing strategy to meet the needs of the people live in each part of the world.
Through the analysis, we can easily see that the advantage of using “Product localization”; and to the long term development, the brand and R&D are the key points to keeping the competition ability of the company. Although the Acquisition is maybe a shortcut of achieving the target of globalization, but it also contains the risk. With the import of technology, brand and management, the Resource integration is also a big problem with which the company faced.
To the lots of Chinese enterprises, which started development later than the overseas company, are continually to step into the global marketing. By analyzing Geely’s internationalization strategy, we can learn the experience from this case, and help these enterprises to better, faster achieve the globalization.
Key words: Geely Auto; Internationalization strategy; Marketing strategy
目录
一、引言 - 1 -
(一)研究背景 - 1 -
(二)研究意义 - 2 -
(三)研究思路与框架 - 3 -
二、中国企业的国际化战略 - 4 -
(一)FDI模式 - 4 -
(二)OEM模式 - 5 -
三、吉利汽车的国际化发展概述 - 6 -
(一)企业背景 - 6 -
(二)吉利海外出口数据 - 6 -
(三)吉利集团的国际化路程 - 7 -
1.资本扩张 - 7 -
2.市场开拓 - 7 -
3.合作收购 - 8 -
四、吉利汽车的国际化营销战略分析 - 9 -
(一)吉利基于波特五力模型的环境分析 - 9 -
1.供应商的议价能力 - 9 -
2.购买者的议价能力 - 9 -
3.潜在竞争者进入的能力 - 10 -
4.替代品的替代能力 - 10 -
5.行业内现有竞争者的竞争能力 - 10 -
6.波特五力模型的第优力 - 11 -
(二)吉利汽车STP战略分析 - 11 -
1.市场细分(Segmenting) - 11 -
2.选择目标市场(Targeting) - 12 -
3.产品定位(Positioning） - 13 -
(三)吉利汽车SWOT矩阵分析 - 14 -
五、吉利汽车国际化战略结论与建议 - 15 -
（一）品牌战略 - 15 -
1.多元化的宣传策略 - 15 -
2.优质的服务策略 - 16 -
3.收购合作带来的品牌关联效应 - 16 -
（二）资源整合 - 16 -
1.市场资源整合 - 16 -
2.文化冲突整合 - 17 -
3.成本优势整合 - 17 -
结束语 - 18 -
致谢 - 19 -
参考文献 - 20 -3497
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