英語翻譯
大眾汽車在中國(guó)的發(fā)展及策略
The potential of the Chinese car market is gigantic.At the moment,there are only about 30 million cars in China.The VW Group entered the Chinese market in 1984 with production base in Shanghai.They are one of the earliest manufacturers entering China.In the fiscal year 2009,China became the VW Group’s number one country market based on sales volume.Until today,the Group owns 14 enterprises in the whole mainland China.
The VW Group employed an early-mover strategy to enter the Chinese market through creating two main joint-ventures with local companies,namely Shanghai Automotive Industry Corporation (VWS) and First Automobile Works (FAWVW).The earliest successful model entering China was VW-Beetle.The joint-ventures enable the VW Group to localize their product designs to fit the Asian taste.In addition,this also helps to save production costs through in-house developments within the joint-ventures and common material sourcing.The VW Group has obtained the reputation of being one of the cheapest German car manufacturers,which suits the current income of major Chinese customers.Finally,the strategy will strengthen the Group’s distribution network in China,and thus maintain their leading position by serving various customer groups.
By the end of 2010,the Volkswagen Group is expecting a large number of new models,namely New Jetta and New Touareg.As the market environment is recovering,the 2010 deliveries to customers and sales revenue are expected to be significantly higher than in