中国民族汽车制造业品牌国际化的可行性分析

本文在分析我国民族汽车制造业品牌国际化必要性的基础上,从宏观和微观两个角度对我国民族汽车品牌国际化的有利条件和不利因素进行分析。金融危机的爆发、国家政策的支持、中国综合竞争力的提高、民族汽车已经取得的一些国际化经验以及民族汽车制造企业自身实力的提升都为我国民族汽车品牌国际化带来有利条件,但是中国产品原产地形象的不佳、技术水平的相对落后、人才的缺乏以及汽车行业全球化竞争的不断激烈成为我国民族汽车制造业品牌国际化的不利因素。中国民族汽车制造企业应根据自身的竞争力选择合适的品牌国际化的战略和策略。

This paper introduces an applicable procedure to analyze China national automobile manufacturers' brands globalization from the points of view of macroeconomic environment and microeconomic environment on the basis of the analysis on the needs of China national automob-ile manufacturers' brands globalization.We have the following favorable conditions:the break-up of 2008 finacial crisis,the supporting policies from government,the increase of national comprehe-nsive strength,the experience in brand globalization China national automobile manufacturers has got and the improving of ability.Regarding the unfavorable factors,China national autom-obile manufacturers have to face the adverse image of origin,the bacbackward technology,the insufficient of talented persons,the continued intense competition of automobile sector.So China national automobile manufacturers should choose appropriate strategies and tactics in their brand globalization according to their own strength.