基于PEST-SWOT模型的林肯汽车重返中国市场的战略选择

Research on Strategic Choices for the Lincoln Motor Company's Return to China's Automobile Market Based on PEST-SWOT Model

随着中国汽车产销市场日益火爆,林肯汽车公司在母公司福特汽车新的支持政策下,在2014年年底宣布重返中国市场。文章通过使用PEST-SWOT模型对林肯汽车公司重返中国市场的现况进行分析,针对其自身的优劣势以及所面临的宏观环境因素提出应对措施,并对其在中国市场未来的发展提出相应战略选择建议。

As China＇s automobile production and market growing, Lincoln Motor Company announced to return to China＇s market with the support from Ford. This article uses the PEST-SWOT model to analyze the situation of Lincoln＇s return to China, and raises corresponding strategies and suggestions for its further expansion in China. We also provide new ideas for Lincoln＇s global development.