Differentiation of Diversification Strategy of Geely: Comparison with SAIC, BAIC and BYD

서지정보

· 발행기관 : 원광대학교 한중관계연구원
· 수록지 정보 : 한중관계연구 / 6권 / 3호 / 121 ~ 146페이지
· 저자명 : 최병헌

초록

As a rapid growth time of Chinese automobile industry almost finished after 2017, all the automakers of China are confronted with the capacity reduction and the restructuring pressure. This study paid attention to the Geely’s performance upgrade under the minus growth period of China and managed it from the difference of the diversification strategy aspect. This study analyzed the diversification condition of leading EV makers of China in 2016~2019; BYD Company, BAIC Group, SAIC Motor and Geely Group. Also their businesses were reorganized through the conceptional difference between auto industry and arena. As a result, the Geely Group turned out to take a more comprehensive position than other EV makers in covering all the four territories between auto industry and arena.
But most of businesses of SAIC Motor and BAIC Group still focus on the auto industry with less involved in other territories. In addition, the Geely Group have preferred the acquisitions to the alliances in exploring new territories. So the goal of diversification strategy of Geely Group is to explore the auto industry unrelated diversifications & new territories rather than the related ones.

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