声明
摘要
Abstract
Acknowledgements
Table of Contents
List of Abbreviations
List of Figures
1．Introduction
1．1．Introduction of the Topic
1．2．Research Objective and Research Issue
1．3．Structure of the Thesis
2．Literature review
2．1．Key Entry Modes and Influential Factors
2．1．1 Definition of different Entry Modes
2．1．2．Influential factors
2．2．Foreign Direct Investment(FDI)
2．2．1．Definition of FDI
2．2．2．Types of FDI
2．2．3．Theories and Models affecting FDI decisions
3．The Chinese Automotive Market
3．1．Macro Environment(PEST-Analysis)
3．1．1．Political-legal Environment
3．1．2．Economic Environment
3．1．3．Social Environment
3．1．4．Technological Environment
3．2．Micro Environment
3．2．1．Current state of the Chinese automotive market and outlook
3．2．2．Porters 5 Forces Analysis
3．3．Sino-German economic relations
4．Market strategies of German car manufacturers in China
4．1．Entry strategies
4．2．Strategic partnerships of German car manufacturers in China
4．3．Strategic choice of a location
4．4．Marketing Mix
5．Case Study Volkswagen in China
5．1．Introduction of VW and VW’s history in China
5．2．VW’s general strategy
5．3．VW Strategy in China
5．4．SWOT Analysis
5．5．Summary
6．Summary
7．Conclusion
7．1．Recommendations for German car makers
7．2．Recommendations for other German companies from different fields
7．3．Recommendations for Chinese car makers
Reference
Appendix
