نوع مقاله : مقاله پژوهشی
نویسندگان
1 مدیریت بازاریابی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
2 مدیریت بازرگانی (گرایش بازاریابی) پردیس بینالمللی کیش دانشگاه تهران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Globalization of China's automotive industry and the development of Chinese brands play a key role in shaping the future of the global mobility. This research aims to identify the megatrends and orientations of China's automotive industry using a mixed-methods approach (exploratory method and Interpretive Structural Modeling). Key knowledgeable individuals (including professors, senior managers, strategists, futurists, and international marketing specialists) formed the target population of this research, who were selected through purposive and snowball sampling. Data were extracted using thematic analysis and categorized as megatrends, and Interpretive Structural Modeling (ISM) was used to discover causal relationships between the trends. The research findings revealed that ten main megatrends, including the development of New Energy Vehicles (NEVs), improving product quality and standards, expanding exports to developed markets (Europe and the United States), and maintaining a competitive advantage in production costs, play a fundamental role in the direction of China's automotive industry. The results of the structural modeling showed that the globalization of China's automotive industry depends on the realization of other megatrends. These trends are interdependently linked in a chain, and their success requires coordinated planning and comprehensive policymaking. The presented structural model provides a roadmap for stakeholders and policymakers in the automotive industry value chain, parts manufacturing, and other related industries. It is suggested that policymakers focus on removing foreign investment barriers, facilitating entry into international markets, and supporting the development of emerging technologies. Furthermore, domestic automakers should pay special attention to promoting national brands, improving product quality, and expanding international partnerships.
کلیدواژهها [English]
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