大众汽车集团在华国际创业战略研究
|
摘要
在世界经济一体化的宏观经济背景下,跨国公司通过以新设投资和并购投资为代表的国际创业模式实现了世界范围内的产业结构调整。汽车产业具有全球化的产业特征,因此不可避免地成为了这场世界产业结构调整的先导者。德国是现代汽车的发源地,也是仅次于美国、日本的世界第三大汽车生产国和欧洲最大的汽车产销国,因此研究历史悠久的德国汽车跨国公司国际创业的发展历程,对于兴起的中国民族汽车工业的国际化战略选择是一个很好参考和借鉴。而德国大众汽车公司是进入中国市场最早因此抢抓机遇最成功的西方跨国汽车公司之一,因此其在华的国际创业活动为中国加入WTO后汽车产业实现“本土企业国际创业”提供了经验和教训。
本文首先明确研究的背景和意义、内容和方法,以及技术路线,简要地表述了全文展开的主线。其次在大量文献阅读的基础上,整理了本文的理论基础,即国际创业和公司创业的研究现状,作出了综述。再次介绍了跨国汽车公司全球创业现状、跨国汽车公司在华创业现状以及德国大众汽车集团在华创业的历史和现状,为后文的分析作出了铺垫。而后从制度环境、市场环境、文化环境和组织环境四个方面去论述大众汽车集团在华国际创业的环境因素,揭示了国际创业的先导因素。接着重点分析了大众汽车集团在华国际创业的战略,从创业导向战略和市场导向战略两个维度来论述,并分析了战略调整的原因和国际创业的结果绩效。最后,对全文的研究成果作出总结和并就进一步研究的内容进行了展望。
With the macro economical background of international economic integrity ,the multinational corporations realized the adjustment of industrial structure worldwide through the representative international entrepreneurial modes of newly investment and mergers and acquisitions .The automotive industry boasts the internationalization features, thus inevitably became the pioneering part of this revolution. German is the cradle of modern automotive industry and is also the third maker next to America and Japan and the largest producer and seller of automotives in Europe. In history ,German has cultivated many famous automotive corporations and brands such as Volkswagen、Benz、BMW、AUDI、Opel and etc. For hundreds of years, experiencing the century’s wars、the stagnancy and revival of economics and the mergers and restructuring in recent years, Germany car makers have always stood as a pride of nation among the forests of world car companies. So it is good reference for the international strategy choice of emerging Chinese national automotive industry that we study on the developmental history of well-established Germany automotive industry .Among them ,Volkswagen Group is one of the earliest entrants into the Chinese market thus the most successful one in grazing chances and opportunities .Early as 1978,when China first carried out the policy of reform and opening to the outside world ,Volkswagen Group began to dedicate to the cooperation with the Chinese companies, and established ties with China. Twenty years later ,they have yielded a lot of fruits ,being the representative beacon of Sino-German economical and technological cooperation. Its international entrepreneurship in China meets the trend of“international enterprise localization”under the globalization of economics ,and the success and failure also provides experience and lessons for the“Chinese eEnterprise internationalization”of automotive industry after China entered WTO.
America、Japan and Germany are the first three producers in the world, with china ranking the fourth. The current papers and books pay much attention to the American automotive companies( General Motors Corp. and Ford Corp. for instance) and Japanese automotive companies ( Toyota、Honda for instance) ,but little attention to German automotive companies ( Volkswagen、Daimler-Chrysler and BMW) ,and still less attention to German auto companies’entrepreneurship rules and current conditions in China. So this paper has both theoretical significance and practical one .The theoretical meaning lies in occupying the blank of research on the international entrepreneurship of German auto companies, and the practical meaning is mainly that the paper would offer reference and experience for national auto industry internationalization and for the countermeasures to the competition brought by the multinational corporations .
This paper is divided into six parts:
The first chapter talks about the background and significance of this paper, and then the research contents and methods, mainly including the theoretical induction and case analysis ;lastly ,it figures out the technological way and the research structure.
The second chapter talks about the theoretical foundation of the paper-international entrepreneurship and corporation entrepreneurship. In the aspect of international entrepreneurship ,this chapter wrote about the research conditions from the three perspectives of environment- strategy -performance; this chapter also gave the definition、key component and research formulation of CE ..On the basis of large quantities of paper read ing, we combined the practical circumstances of international entrepreneurship activities of Volkswagen Group in China, and formulated a theoretical model based on the formulation of environment- strategy–performance, and talked in details about the induction process of the model and the meaning of every sub dimension.
The third chapter talks about the current conditions of MNCs entrepreneurship in automotive industry in China, including the worldwide conditions、Chinese condition and the Volkswagen Group‘s condition in China. Through seeking、 reading、concluding、and summarizing ,we got three main conclusions.
The fourth chapter talks about the environmental features of Volkswagen Group in China from four aspects. The institutional environment refers to the regulations and laws. This chapter mainly talks about the impact of《the policy on the development of the automotive industry》and the《the 11th plan on the development of Chinese automotive industry》on the international entrepreneurship of Volkswagen Group in China. The market environment refers to the centralization of market .And the cultural environment mainly refers to the conformity of Chinese and German culture among clerks and the localization of the JVs. The organizational environment refers to the correctly dealing of the North and South Volkswagen joint ventures.
The fifth chapter is the most important part of the paper. We analyzed the strategies of Volkswagen Group in China. We talked about this issue from two main aspects: entrepreneurial orientation and market orientation .And we got the changing process of the strategies of Volkswagen Group in China and gave the reasons. Lastly ,we gave the performance indicators of Volkswagen Group in China.
The sixth chapter summarized and gave the prediction of the future direction of research..
本文首先明确研究的背景和意义、内容和方法,以及技术路线,简要地表述了全文展开的主线。其次在大量文献阅读的基础上,整理了本文的理论基础,即国际创业和公司创业的研究现状,作出了综述。再次介绍了跨国汽车公司全球创业现状、跨国汽车公司在华创业现状以及德国大众汽车集团在华创业的历史和现状,为后文的分析作出了铺垫。而后从制度环境、市场环境、文化环境和组织环境四个方面去论述大众汽车集团在华国际创业的环境因素,揭示了国际创业的先导因素。接着重点分析了大众汽车集团在华国际创业的战略,从创业导向战略和市场导向战略两个维度来论述,并分析了战略调整的原因和国际创业的结果绩效。最后,对全文的研究成果作出总结和并就进一步研究的内容进行了展望。
With the macro economical background of international economic integrity ,the multinational corporations realized the adjustment of industrial structure worldwide through the representative international entrepreneurial modes of newly investment and mergers and acquisitions .The automotive industry boasts the internationalization features, thus inevitably became the pioneering part of this revolution. German is the cradle of modern automotive industry and is also the third maker next to America and Japan and the largest producer and seller of automotives in Europe. In history ,German has cultivated many famous automotive corporations and brands such as Volkswagen、Benz、BMW、AUDI、Opel and etc. For hundreds of years, experiencing the century’s wars、the stagnancy and revival of economics and the mergers and restructuring in recent years, Germany car makers have always stood as a pride of nation among the forests of world car companies. So it is good reference for the international strategy choice of emerging Chinese national automotive industry that we study on the developmental history of well-established Germany automotive industry .Among them ,Volkswagen Group is one of the earliest entrants into the Chinese market thus the most successful one in grazing chances and opportunities .Early as 1978,when China first carried out the policy of reform and opening to the outside world ,Volkswagen Group began to dedicate to the cooperation with the Chinese companies, and established ties with China. Twenty years later ,they have yielded a lot of fruits ,being the representative beacon of Sino-German economical and technological cooperation. Its international entrepreneurship in China meets the trend of“international enterprise localization”under the globalization of economics ,and the success and failure also provides experience and lessons for the“Chinese eEnterprise internationalization”of automotive industry after China entered WTO.
America、Japan and Germany are the first three producers in the world, with china ranking the fourth. The current papers and books pay much attention to the American automotive companies( General Motors Corp. and Ford Corp. for instance) and Japanese automotive companies ( Toyota、Honda for instance) ,but little attention to German automotive companies ( Volkswagen、Daimler-Chrysler and BMW) ,and still less attention to German auto companies’entrepreneurship rules and current conditions in China. So this paper has both theoretical significance and practical one .The theoretical meaning lies in occupying the blank of research on the international entrepreneurship of German auto companies, and the practical meaning is mainly that the paper would offer reference and experience for national auto industry internationalization and for the countermeasures to the competition brought by the multinational corporations .
This paper is divided into six parts:
The first chapter talks about the background and significance of this paper, and then the research contents and methods, mainly including the theoretical induction and case analysis ;lastly ,it figures out the technological way and the research structure.
The second chapter talks about the theoretical foundation of the paper-international entrepreneurship and corporation entrepreneurship. In the aspect of international entrepreneurship ,this chapter wrote about the research conditions from the three perspectives of environment- strategy -performance; this chapter also gave the definition、key component and research formulation of CE ..On the basis of large quantities of paper read ing, we combined the practical circumstances of international entrepreneurship activities of Volkswagen Group in China, and formulated a theoretical model based on the formulation of environment- strategy–performance, and talked in details about the induction process of the model and the meaning of every sub dimension.
The third chapter talks about the current conditions of MNCs entrepreneurship in automotive industry in China, including the worldwide conditions、Chinese condition and the Volkswagen Group‘s condition in China. Through seeking、 reading、concluding、and summarizing ,we got three main conclusions.
The fourth chapter talks about the environmental features of Volkswagen Group in China from four aspects. The institutional environment refers to the regulations and laws. This chapter mainly talks about the impact of《the policy on the development of the automotive industry》and the《the 11th plan on the development of Chinese automotive industry》on the international entrepreneurship of Volkswagen Group in China. The market environment refers to the centralization of market .And the cultural environment mainly refers to the conformity of Chinese and German culture among clerks and the localization of the JVs. The organizational environment refers to the correctly dealing of the North and South Volkswagen joint ventures.
The fifth chapter is the most important part of the paper. We analyzed the strategies of Volkswagen Group in China. We talked about this issue from two main aspects: entrepreneurial orientation and market orientation .And we got the changing process of the strategies of Volkswagen Group in China and gave the reasons. Lastly ,we gave the performance indicators of Volkswagen Group in China.
The sixth chapter summarized and gave the prediction of the future direction of research..
引文
[1] Antonella Zucchella,G.Palamara,S.Denicolai. The drivers of the early internationalization of the firm. Journal of World Business,2007,42:268-280.
[2] Barney, J.B.. Firm resources and sustained competitive advantage. Journal of Management, 1994,17(1): 9-120.
[3] Benjamin M. Oviatt, Patricia Phillips McDougall. Toward a Theory of International New Ventures. Journal of International Business Studies,1994,25(1):45-64.
[4] Benjamin M.Oviatt, Patricia P,McDougall. Defining international entrepreneurship and modeling the speed of internationalization. Entrepreneurship Theory &Practice,2005, September:537-553.
[5] Catherine L,Welch,Lawrence S,Welch. Entrepreneurship: Internationalization ,networks and politics.Journal of International Entrepreneurship,2004,2:217-237.
[6] Francisco Jose Acedo Gonzalez. Factors in the internationalization process of firms. Journal of International Entrepreneurship,2005,3:111-113.
[7] Hamid Etemad,Yender Lee. The knowledge network of international entrepreneurship: theory and evidence. Small Business Economics,2003,20:5-23.
[8] H.Etemad ,R.Wright. Globalization and entrepreneurship: policy and strategy perspectives. Internatinal Small Business Journal 22(5):534-536.
[9] Jane W.Lu, Paul W.Beamish. The internationalization and performance of SMEs. Strategic Management Journal,2001,22:565-586.
[10] John A.Pearce Ⅱ,Shaker A.Zahra. The relative power of CEOs and boards of directors: associations with corporate performance. Strategic Management Journal,1991,12:135-153.
[11] J.Michael Geringer, Paul W.Beamish, Richard C.Dacosta. Diversification strategy and internationalization: implications for MNE performance. Strategic Management Journal,1989,10:109-119.
[12] Keith J.Perks,Mathew Hughes. Entrepreneurial decision-making in internationalization: propositions from mid-size firms. International Business Review,2008,in press.
[13] Kenneth C.Robinson,Patricia Phillips McDougall. Entry barriers and new venture performance: a comparison of universal and contingency approaches. Strategic Management Journal,2001,22:659-685.
[14] Lowell W. Busenitz,Chung-Ming Lau. A cross-cultural cognitive model of new venture creation. Entrepreneurship theory and practice,1996,Summer:25-39.
[15] McDougall, P.P.. International versus domestic entrepreneurship: new venture strategic behavior and industry structure. Journal of Business Venturing, 1989,4: 387-400.
[16] McDougall P.P., Jeffery G. Covin,Richard B.Robinson, Lanny Herron. The effects of industry growth and strategic breadth on new venture performance and strategy content. Strategic Management Journal,1994,15(7):537-554.
[17] McDougall, P.P. & Oviatt, B.M.. New venture internationalization, strategic change, and performance: A follow-up study. Journal of Business Venturing, 1996,11(1): 23-40.
[18] McDougall, P.P. & Oviatt, B.M.. International entrepreneurship: The intersection of two paths. Guest Editor's Introduction, Academy of Management Journal, 2000,43(5): 902-908.
[19] McDougall, P.P. , Oviatt, B.M., Rodney C. Shrader.A comparison of international and domestic new ventures. Journal of International Entrepreneurship,2003,1:59-82.
[20] Morrow, J.F.. International entrepreneurship: A new growth opportunity. New Management, 1988,3(5): 59-61.
[21] Pavlos Dimitratos, Emmanuella Plakoyiannaki. Theoretical foundations of an international entrepreneurial culture. Journal of International Entrepreneurship,2003,1:187-215.
[22] Pavlos Dimitratos, Spyros Lioukas, Sara Carter. The relationship between entrepreneurship and international performance: the importance of domestic environment. International Business Review,2004,13:19-41.
[23] R.Duane Ireland, Michael A.Hitt, David G.Sirmon. A Model of Strategic Entrepreneurship: The Construct and its Dimensions. Journal of Management,2003,29(6):963-989.
[24] Simon Harris, Colin Wheeler. Entrepreneurs’ relationships for internationalization functions origins and strategies. International Business Review,2005,14:187-207.
[25] Stephanie A.Fernhaber,Patricia P.McDougall,Benjamin M.Oviatt. Exploring the role of industry structure in new venture internationalization. Entrepreneurship theory and practice,2007,July:517-542.
[26] Stephen Young, Pavlos Dimitratos, Leo-paul Dana. International entrepreneurship research: what scope for international business theories?. Journal of International Entrepreneurship,2003,1:31-42.
[27] Soo Hee Lee,Christopher Williams. Dispersed entrepreneurship within multinational corporations: a community perspective. Journal of World Business,2007,42:505-519.
[28] Svante Andersson. Internationalization in different industrial contexts. Journal of Business Venturing,2004,19:851-875.
[29] Tatiana S.Manolova, Candida G.Brush ,Linda F.Edelman, Patricia G.Greene. Internationalization of small firms. International Small Business Journal,2002,20(1):9-31.
[30] W.Chan Kim,Peter Hwang, William P.Burgers. Global diversification strategy and corporate profit performance. Strategic Management Journal,1989,10:45-57.
[31] Zahra, S.A., R.D. Ireland, and M.A. Hitt. ‘International Expansion by New Venture Firms: International Diversity, Mode of Market Entry, Technological Learning, and Performance’. Academy of Management Journal, 2000,43 (5): 925–950.
[32] Zahra, S.A., Dennes M.Garvis.International corporate entrepreneurship and firm performance: the moderating effect of international environmental hostility. Journal of Business Venturing,2000,15:469-492.
[33] Zahra, S.A.. Contextualizing theory building in entrepreneurship research. Journal of Business Venturing,2007,22:443-452.
[34] 张映红.公司创业战略-基于中国转型经济环境的研究.清华大学出版社,2005,第一版,1-254页.
[35] 彼得·德鲁克.创新语企业家精神.机械工业出版社,2007,第一版,1-231页.
[36] 伊迪丝·彭罗斯.企业成长理论.上海人民出版社,2007,第一版,1-307页.
[37] 北京大学中国经济研究中心.展望中国2008(上).中信出版社,2008,第一版,1-240页.
[38] 亨利·明茨伯格,布鲁斯·阿尔斯特兰德,约瑟夫·兰佩尔.战略历程.机械工业出版社,2007,第二版,1-294页
[39] 迈克尔·波特.竞争战略.华夏出版社,2007,第一版,1-359页.
[40] 迈克尔·波特.竞争优势.华夏出版社.2005,第一版,1-519页.
[41] 中国产业地图编委会,中国经济景气监测中心.中国汽车产业地图2006-2007.社会科学文献出版社,2006,第一版,1-126页.
[42] 贾永轩.汽车企业竞争地图.机械工业出版社,2006,第一版,128-156页.
[43] 乔梁,李春波,刘孝红.中国汽车投资-理论&案例.中央编译出版社,2005,第一版,1-237页.
[44] 贾可.中国汽车调查.上海交通大学出版社,2005,第一版,3-16页.
[45] 吴远.国家与荣耀-德国车.广东经济出版社,2007,第一版,1-239页.
[46] 钱振为.21世纪中国汽车产业.北京理工大学出版社,2004年,第一版,77-79页.
[47] 向寒松.中国汽车营销风云录.机械工业出版社,2007,第一版,1-263页.
[48] 徐刚.汽车改变中国.北京理工大学出版社,2006,第一版,1-232 页.
[49] 黄磊.上海大众汽车有限公司竞争战略研究.西南交通大学,2004,1-72页.
[50] 方殿平.大众汽车集团在中国的投资状况及投资策略分析.吉林大学,2004,1-56 页.
[51] 董保宝.汽车行业国际创业战略选择研究.吉林大学,2007,1-78页.
[52] 周仲宽.一汽-大众投资战略研究.吉林大学,2004,1-63页.
[53] 尹建华.大众汽车中国市场份额下滑原因分析.对外经济贸易大学,2005,1-44页.
[54] 柳燕.创业环境、创业战略与创业绩效关系的实证研究-基于汽车行业大型跨国企业的创业经验.吉林大学,2007,31-49 页.
[55] 张婧.市场导向的理论研究综述.经济问题探索,2006,5:126.
[2] Barney, J.B.. Firm resources and sustained competitive advantage. Journal of Management, 1994,17(1): 9-120.
[3] Benjamin M. Oviatt, Patricia Phillips McDougall. Toward a Theory of International New Ventures. Journal of International Business Studies,1994,25(1):45-64.
[4] Benjamin M.Oviatt, Patricia P,McDougall. Defining international entrepreneurship and modeling the speed of internationalization. Entrepreneurship Theory &Practice,2005, September:537-553.
[5] Catherine L,Welch,Lawrence S,Welch. Entrepreneurship: Internationalization ,networks and politics.Journal of International Entrepreneurship,2004,2:217-237.
[6] Francisco Jose Acedo Gonzalez. Factors in the internationalization process of firms. Journal of International Entrepreneurship,2005,3:111-113.
[7] Hamid Etemad,Yender Lee. The knowledge network of international entrepreneurship: theory and evidence. Small Business Economics,2003,20:5-23.
[8] H.Etemad ,R.Wright. Globalization and entrepreneurship: policy and strategy perspectives. Internatinal Small Business Journal 22(5):534-536.
[9] Jane W.Lu, Paul W.Beamish. The internationalization and performance of SMEs. Strategic Management Journal,2001,22:565-586.
[10] John A.Pearce Ⅱ,Shaker A.Zahra. The relative power of CEOs and boards of directors: associations with corporate performance. Strategic Management Journal,1991,12:135-153.
[11] J.Michael Geringer, Paul W.Beamish, Richard C.Dacosta. Diversification strategy and internationalization: implications for MNE performance. Strategic Management Journal,1989,10:109-119.
[12] Keith J.Perks,Mathew Hughes. Entrepreneurial decision-making in internationalization: propositions from mid-size firms. International Business Review,2008,in press.
[13] Kenneth C.Robinson,Patricia Phillips McDougall. Entry barriers and new venture performance: a comparison of universal and contingency approaches. Strategic Management Journal,2001,22:659-685.
[14] Lowell W. Busenitz,Chung-Ming Lau. A cross-cultural cognitive model of new venture creation. Entrepreneurship theory and practice,1996,Summer:25-39.
[15] McDougall, P.P.. International versus domestic entrepreneurship: new venture strategic behavior and industry structure. Journal of Business Venturing, 1989,4: 387-400.
[16] McDougall P.P., Jeffery G. Covin,Richard B.Robinson, Lanny Herron. The effects of industry growth and strategic breadth on new venture performance and strategy content. Strategic Management Journal,1994,15(7):537-554.
[17] McDougall, P.P. & Oviatt, B.M.. New venture internationalization, strategic change, and performance: A follow-up study. Journal of Business Venturing, 1996,11(1): 23-40.
[18] McDougall, P.P. & Oviatt, B.M.. International entrepreneurship: The intersection of two paths. Guest Editor's Introduction, Academy of Management Journal, 2000,43(5): 902-908.
[19] McDougall, P.P. , Oviatt, B.M., Rodney C. Shrader.A comparison of international and domestic new ventures. Journal of International Entrepreneurship,2003,1:59-82.
[20] Morrow, J.F.. International entrepreneurship: A new growth opportunity. New Management, 1988,3(5): 59-61.
[21] Pavlos Dimitratos, Emmanuella Plakoyiannaki. Theoretical foundations of an international entrepreneurial culture. Journal of International Entrepreneurship,2003,1:187-215.
[22] Pavlos Dimitratos, Spyros Lioukas, Sara Carter. The relationship between entrepreneurship and international performance: the importance of domestic environment. International Business Review,2004,13:19-41.
[23] R.Duane Ireland, Michael A.Hitt, David G.Sirmon. A Model of Strategic Entrepreneurship: The Construct and its Dimensions. Journal of Management,2003,29(6):963-989.
[24] Simon Harris, Colin Wheeler. Entrepreneurs’ relationships for internationalization functions origins and strategies. International Business Review,2005,14:187-207.
[25] Stephanie A.Fernhaber,Patricia P.McDougall,Benjamin M.Oviatt. Exploring the role of industry structure in new venture internationalization. Entrepreneurship theory and practice,2007,July:517-542.
[26] Stephen Young, Pavlos Dimitratos, Leo-paul Dana. International entrepreneurship research: what scope for international business theories?. Journal of International Entrepreneurship,2003,1:31-42.
[27] Soo Hee Lee,Christopher Williams. Dispersed entrepreneurship within multinational corporations: a community perspective. Journal of World Business,2007,42:505-519.
[28] Svante Andersson. Internationalization in different industrial contexts. Journal of Business Venturing,2004,19:851-875.
[29] Tatiana S.Manolova, Candida G.Brush ,Linda F.Edelman, Patricia G.Greene. Internationalization of small firms. International Small Business Journal,2002,20(1):9-31.
[30] W.Chan Kim,Peter Hwang, William P.Burgers. Global diversification strategy and corporate profit performance. Strategic Management Journal,1989,10:45-57.
[31] Zahra, S.A., R.D. Ireland, and M.A. Hitt. ‘International Expansion by New Venture Firms: International Diversity, Mode of Market Entry, Technological Learning, and Performance’. Academy of Management Journal, 2000,43 (5): 925–950.
[32] Zahra, S.A., Dennes M.Garvis.International corporate entrepreneurship and firm performance: the moderating effect of international environmental hostility. Journal of Business Venturing,2000,15:469-492.
[33] Zahra, S.A.. Contextualizing theory building in entrepreneurship research. Journal of Business Venturing,2007,22:443-452.
[34] 张映红.公司创业战略-基于中国转型经济环境的研究.清华大学出版社,2005,第一版,1-254页.
[35] 彼得·德鲁克.创新语企业家精神.机械工业出版社,2007,第一版,1-231页.
[36] 伊迪丝·彭罗斯.企业成长理论.上海人民出版社,2007,第一版,1-307页.
[37] 北京大学中国经济研究中心.展望中国2008(上).中信出版社,2008,第一版,1-240页.
[38] 亨利·明茨伯格,布鲁斯·阿尔斯特兰德,约瑟夫·兰佩尔.战略历程.机械工业出版社,2007,第二版,1-294页
[39] 迈克尔·波特.竞争战略.华夏出版社,2007,第一版,1-359页.
[40] 迈克尔·波特.竞争优势.华夏出版社.2005,第一版,1-519页.
[41] 中国产业地图编委会,中国经济景气监测中心.中国汽车产业地图2006-2007.社会科学文献出版社,2006,第一版,1-126页.
[42] 贾永轩.汽车企业竞争地图.机械工业出版社,2006,第一版,128-156页.
[43] 乔梁,李春波,刘孝红.中国汽车投资-理论&案例.中央编译出版社,2005,第一版,1-237页.
[44] 贾可.中国汽车调查.上海交通大学出版社,2005,第一版,3-16页.
[45] 吴远.国家与荣耀-德国车.广东经济出版社,2007,第一版,1-239页.
[46] 钱振为.21世纪中国汽车产业.北京理工大学出版社,2004年,第一版,77-79页.
[47] 向寒松.中国汽车营销风云录.机械工业出版社,2007,第一版,1-263页.
[48] 徐刚.汽车改变中国.北京理工大学出版社,2006,第一版,1-232 页.
[49] 黄磊.上海大众汽车有限公司竞争战略研究.西南交通大学,2004,1-72页.
[50] 方殿平.大众汽车集团在中国的投资状况及投资策略分析.吉林大学,2004,1-56 页.
[51] 董保宝.汽车行业国际创业战略选择研究.吉林大学,2007,1-78页.
[52] 周仲宽.一汽-大众投资战略研究.吉林大学,2004,1-63页.
[53] 尹建华.大众汽车中国市场份额下滑原因分析.对外经济贸易大学,2005,1-44页.
[54] 柳燕.创业环境、创业战略与创业绩效关系的实证研究-基于汽车行业大型跨国企业的创业经验.吉林大学,2007,31-49 页.
[55] 张婧.市场导向的理论研究综述.经济问题探索,2006,5:126.