| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所 === 103 === Abstract
Since the accession of the Mainland China to WTO, the global automobile companies have intensified their investment in China, paid more attention to their global strategies, considered China as the most important link of the global strategy, and conducted overall cooperation, entry and full-series production. The Mainland China market gradually becomes the largest automobile market worldwide. Yulon Motor Co., Ltd executed the JV contract with Dongfeng Automobile in 2009, and Yulon named the new brand as “Luxgen”, whereby both sides cooperated again to jointly create Chinese automobile brands. In 2010, Yulon Motor Co., Ltd and Dongfeng Automobile officially established the JV company, Dongfeng Yulon Automobile Company, manufacturing and selling the products of this brand. In 2011, the first vehicle mode of Dongfeng Yulon was officially put into market, which declared that Luxgen entered the Mainland China market.This study uses PEST research method to analyze the operation strategy of Taiwan automobile companies in the China market and probe into political, economic, social and high-tech environment, the results of which show that many policies over the automobile industry politics of the Chinese government gradually threaten the Luxgen. The Chinese economy is grows stably yet the sales of Luxgen is not as good as expected and gradually decline year by year. The social reason for this is that the road construction is gradually improved, and the willingness of the Chinese people to buy cars enhances; as for the high-tech reason, the global automobile industry pays attention to the high-tech development of new energy automobiles. The strategies that have to be adopted by Luxgen is to enhance brand recognition, expand sales regions in Mainland China market and create low-oil consumption and low-emission new energy vehicles.
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