Recent years, Chinese automobile industry is experiencing a high development period. Facing the increasing fierce competition, any automobile enterprise, with determination of surviving and obtaining more development space in the automobile market, has to take internationalization as their market strategy. The topic how Chinese automobile producer survive in the automobile industry which if full of powerful competitors attracts a lot of scholar’s attention and has been widely discussed.
This thesis takes Chery as example, firstly deeply discuss some main concepts’ s definition, such as chinese national independent brand automobile, management of internationalization; marketing mode innovation, and etc. In Chapter1,this thesis provides also an overview of the correlation study in home and abroad. analysing the international marketing situation regarding Chinese own automobile producer, then the problems regarding Chinese automobile in the international marketing are pointed out based on the previous analysis. Finally, conclusions are raised according to above analysis, meanwhile, several relevant advice are put forward for enhancing Chinese own automobile’s capability with regard to innovation of international marketing, Chery which stands for Chinese own brand is mentioned in the case analysis which is about how Chinese automobile enterprise develop the mode innovation of the international marketing.
【Key Words】Chinese National Independent Brand Automobile; Management of internationalization; Marketing mode innovation