我国自主品牌汽车企业海外 目标市场选择研究

我国大多数企业尚处于跨国经营的初级阶段，通过产品出口来实现企业市场目标是现实的选择。与对外直接投资区位选择研究相比较，市场寻求型的海外目标市场选择研究相对不足。本文以我国自主品牌汽车企业作为行业和企业选项，在进行影响因素分析的基础上建立目标市场选择模型和基于直觉模糊混合平均算子的目标市场决策模型。以某自主品牌汽车企业为例进行实证分析，构建海外目标市场选择的评价指标并进行决策。研究表明，我国自主品牌汽车企业应优先选择发展中国家或新兴经济体，比如巴西、南非和俄罗斯等作为自己的目标市场。

RESEARCH ON OVERSEAS TARGET MARKET SELECTION OF CHINA'S INDEPENDENT-BRANDED AUTO ENTERPRISES

It was of significance for Chinese enterprises to export their products,but related research on overseas target market selection was relatively insufficient. In this background,this paper focused ontransnational business strategy for China’s independent-branded auto enterprises.Based on selection model and decision-making method, this paper concluded that the developing countries or emerging economies should be selected as the overseas target markets for China’s auto enterprises.