| 英文摘要 | At present, the development of related automobile enterprises and
equipment manufacturing enterprises in China has made great progress,
and the production efficiency and quality have reached a higher standard.
However, with the increasing saturation of the domestic market and the
increasing pressure of domestic competition, it has become the only way
to open up overseas markets and conduct overseas operations. With
China's successful entry into the WTO in 2001 and the proposal of "The
Belt and Road" initiative, it has brought new opportunities and challenges
for China's relevant vehicle enterprises and equipment manufacturing
enterprises to explore overseas markets. In the process of opening up
overseas markets, the first step is to choose the entry mode of the
international market, which is very important.
Shandong Weichai Power Co., Ltd. has become one of the largest
automobile and equipment manufacturers in China. With the gradual
saturation of the domestic market, Weichai Power has already set its
sights on the international market on the premise of having its own
technological advantages ahead of other enterprises in the industry.
Products are exported to more than 150 countries and regions, and
overseas markets have become one of the important strategic markets of
the company. Southeast Asia market is a very important market with great
development potential for automobile and equipment manufacturing enterprises. At the end of last century, under the circumstance that the
global automobile production capacity is generally surplus and the
automobile market is saturated, Southeast Asia, as an automobile market
to be developed, has increasingly become an important target market for
various countries and enterprises. Weichai Power has always indicated on
the investor interaction platform in recent years that the Southeast Asian
market is one of the company's important overseas target markets.
Therefore, it is of great significance to study the entry mode of Weichai
Power in Southeast Asia market.
This paper takes Weichai Power as the target enterprise and Southeast
Asian market as the target market. By studying and analyzing the current
situation of Weichai Power's Southeast Asian market and the internal and
external environmental factors of Weichai Power's entry into Southeast
Asian market, it analyzes its motivation and challenges, and then analyzes
the optimal entry mode of Weichai Power's entry into Southeast Asian
market by using the optimized Root overseas market entry mode
decision-making model, and puts forward corresponding suggestions for
Weichai Power and provides reference and feasible or operable basis for
other domestic automobile and equipment manufacturers. |
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