国际经济与贸易学院知识库

当前，伴随着经济全球化的快速发展，开启国际化道路成为各个国家汽车产业的必然选择。从2009年中国超越日本成为全球第一大新车市场以来，中国汽车产销量已经是连续第10年问鼎全球首位，成为中国汽车产业和整个经济发展的助推器。目前，中国汽车制造企业越来越多，国外汽车企业也争相抢占中国市场，面对如此激烈的竞争环境，中国企业利用自身优势充分深挖国外市场，开展有效的国际化经营战略十分必要。

长城汽车是一家拥有完整的自主品牌产品研发体系的车企，一直坚持技术升级和创新，创立了欧拉、皮卡、哈弗等知名品牌。长城汽车不仅关注国内市场的发展，还注重海外市场的开拓。自1997年长城汽车首次迈出国门以来，其史无前例地打开了欧美地区及日本的汽车市场，其品牌得到了国际主流国家的认可。通过海外投资建厂、进行战略联盟等，使其海外市场不断扩大。因此，长城汽车国际化经营的经验是十分值得关注和研究的课题。

本文选取长城汽车为研究对象，首先，介绍了长城汽车国际化发展的概况，从国际化的动因、环境及经营模式选择三个方面进行剖析。其次，通过长城汽车的财务指标分析和国际市场运营分析，发现国际化经营的实施使得长城汽车的偿债能力、品牌运作与品牌价值、研发投入与创新能力均有提升，但盈利能力、营运能力的具体表现略弱；同时，还用国际化蛛网模型来测算长城汽车的国际化程度。再次，根据评估结果总结其中的问题和面临的风险。最后，对长城汽车的国际化经营提出建议，并对其他汽车企业的国际化经营道路给出启示。

investment, plant construction and strategic alliance, its overseas market has been expanding. Therefore, the international operation experience of great wall motor is a subject worthy of attention and research.

This paper selects Great Wall Motor as the research object. Firstly, it introduces the general situation of the internationalization development of Great Wall Motor, and analyzes it from three aspects: the motivation of internationalization, the environment and the choice of business model. Secondly, through the financial index analysis and international market operation analysis of Great Wall Motor, it is found that the implementation of international operation has improved the debt repayment ability, brand operation and brand value, R & D investment and innovation ability of Great Wall Motor, but the specific performance of profitability and operation ability is slightly weak; At the same time, the internationalization cobweb model is also used to measure the internationalization degree of Great Wall Motors. Thirdly, summarize the problems and risks according to the evaluation results. Finally, it puts forward some suggestions on the international operation of Great Wall Motor, and gives enlightenment to the international operation path of other automobile enterprises.