国际经济与贸易学院知识库

随着经济全球化的发展，国际市场竞争变得越来越全面广泛深刻，竞争形式由价格和产品竞争转向了品牌竞争。因此，企业越来越注重培养自已的品牌，因为产品市场竞争越来越激烈。加强品牌建设是在国际化浪潮中稳住脚跟的关键。中国的汽车行业经历了近三十年的快速发展，自2010年起超越美国成为全球第一大汽车生产国和消费国。在过去的十年中，国内车企技术实力不断增强，并通过兼并收购等方式获得了一些欧美国家的汽车技术，推动了国内自主汽车品牌的快速发展。

长城汽车作为我国自主的汽车品牌，自1997年出口中东开始，便拉开了进军海外的序幕，是中国首批出口海外的汽车企业。经过二十几年品牌国际化发展，长城汽车逐步成为了知名汽车品牌。本文从长城汽车品牌国际化发展历程以及其实施的品牌国际化战略出发，通过蛛网模型定量分析长城汽车品牌国际化现状，进而挖掘出其当前品牌国际化存在品牌定位不清晰、海外市场营收偏低、品牌国际营销不力、品牌新能源转型相对滞后以及高端品牌国际知名度不高的问题。在长城汽车品牌国际化战略实施环境分析的基础上，结合品牌国际化战略SWOT分析本文从品牌营销、品牌定位及品牌新能源转型三方面提出优化，最后提出了优化实施的保障措施，包括完善质量控制体系，提高服务意识水平，增强自主创新能力，建立区域信息反馈系统以及推进国际型人才的引进、培养。本文希望通过为长城汽车品牌国际化战略的优化提供建议，助力其品牌全球化的发展，从而为国内其他自主汽车品牌的发展提供研究依据和借鉴参考。

With the development of economic globalization, international market competition has become increasingly comprehensive, extensive, and profound, and the form of competition has shifted from price and product competition to brand competition. Therefore, enterprises are increasingly focusing on cultivating their own brands because the competition in the product market is becoming increasingly fierce. Strengthening brand building is the key to stabilizing our foothold in the wave of internationalization. China's automotive industry has experienced rapid development for nearly 30 years, surpassing the United States to become the world's largest producer and consumer of automobiles since 2010. In the past decade, domestic automotive companies have continuously strengthened their technological strength and obtained some automotive technologies from European and American countries through mergers and acquisitions, promoting the rapid development of domestic independent automotive brands.

Great Wall Motors has been expanding overseas since its export to the Middle East in 1997. After more than 20 years of international brand development, Great Wall Motors has gradually become a well-known automotive brand. This article starts from the development process of Great Wall Motors brand internationalization and its implementation of brand internationalization strategy, quantitatively analyzes the current situation of Great Wall Motors brand internationalization through the spider web model, and then explores the problems of unclear brand positioning, low overseas market revenue, weak international brand marketing, relatively lagging brand new energy transformation, and low international awareness of high-end brands in its current brand internationalization. Based on the analysis of the implementation environment of Great Wall Motors' brand internationalization strategy, combined with the SWOT analysis of the brand internationalization strategy, this article proposes optimization from three aspects: brand marketing, brand positioning, and brand new energy transformation. Finally, security measures for optimization implementation are proposed, including improving the quality control system, enhancing service awareness, enhancing independent innovation capabilities, establishing a regional information feedback system, and promoting the introduction and cultivation of international talents. This article aims to provide suggestions for optimizing the internationalization strategy of the Great Wall Motors brand, helping its global development, and thus providing research basis and reference for the development of other domestic independent automotive brands.