英语翻译大众汽车在中国的发展及策略ThepotentialoftheChinesecarmarketisgigantic.Atthemoment,thereareonlyabout30millioncarsinChina.TheVWGroupenteredtheChinesemarketin1984withproductionbaseinShanghai.Theya
英语翻译
大众汽车在中国的发展及策略
ThepotentialoftheChinesecarmarketisgigantic.Atthemoment,thereareonlyabout30millioncarsinChina.TheVWGroupenteredtheChinesemarketin1984withproductionbaseinShanghai.TheyareoneoftheearliestmanufacturersenteringChina.Inthefiscalyear2009,ChinabecametheVWGroup’snumberonecountrymarketbasedonsalesvolume.Untiltoday,theGroupowns14enterprisesinthewholemainlandChina.
TheVWGroupemployedanearly-moverstrategytoentertheChinesemarketthroughcreatingtwomainjoint-ventureswithlocalcompanies,namelyShanghaiAutomotiveIndustryCorporation(VWS)andFirstAutomobileWorks(FAWVW).TheearliestsuccessfulmodelenteringChinawasVW-Beetle.Thejoint-venturesenabletheVWGrouptolocalizetheirproductdesignstofittheAsiantaste.Inaddition,thisalsohelpstosaveproductioncoststhroughin-housedevelopmentswithinthejoint-venturesandcommonmaterialsourcing.TheVWGrouphasobtainedthereputationofbeingoneofthecheapestGermancarmanufacturers,whichsuitsthecurrentincomeofmajorChinesecustomers.Finally,thestrategywillstrengthentheGroup’sdistributionnetworkinChina,andthusmaintaintheirleadingpositionbyservingvariouscustomergroups.
Bytheendof2010,theVolkswagenGroupisexpectingalargenumberofnewmodels,namelyNewJettaandNewTouareg.Asthemarketenvironmentisrecovering,the2010deliveriestocustomersandsalesrevenueareexpectedtobesignificantlyhigherthanin