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Acknowledgements In the course of working on the thesis, there are many people who generously offered their valuable advice and help. My first appreciation should go to my supervisor Mr. Hirst for his meaningful guidance and considerable patience. Without his patient guidance, this thesis could never have its present form. I am also grateful to my classmates who have the same supervisor as me, for their psychological support and encouragement. I also wish to thank my family members for their constant support and assistance in this and all endeavours. Abstract The global diffusion of automobile manufacture has become a significant driver of local and regional change around the world. Especially in China, it promises to be one of the largest potential markets impacting on the global economy of the 21st century. This thesis firstly provides an overview of the car industry in China, not only reviewing the past background and achievement that the car industry brings to the world, but also analysing the situation of the Chinese car industry as well as predicting its export development in the near future. Attitude theory and a questionnaire survey is employed to investigate consumer attitudes and expectations. It is widely acknowledged that to deal with large scale export issues, it is necessary to make use of technology to reduce costs and improve quality in order to raise manufacturer status. The research survey and questionnaire was carried out, based on website survey suppliers. SurveyMonkey was selected as the survey supplier. This is a new method of carrying out a research survey on a website. It provides relevant measures to cope with the existing problem. Through an analysis of car industry data, the threats and opportunities for the Chinese car industry are highlighted. Table of contents Chapter 1 6 Introduction 6 1.1 Introduction 6 1.2 Research issues 6 (1) The current problems which Chinese automobile exporters face 6 (2) The risk problem of the Chinese car industry 7 (3) Chinese exporters and the opportunities 8 1.3 Research Questions 8 1. What is the future of China car industry? 8 2. The current situation for Chinese car exports 9 1.4 Outline of research chapters 9 1.5 Aim and objectives 10 Chapter 2 11 Review of Literature 11 2.1 Introduction 11 2.2 Background of the global car industry 12 2.3 Focus on the markets of ........................ 13 2.3.1 The situation of.....................13 2.3.2 Chinese policy to .............................16 2.3.3 Strategies for .................................16 2.3.4 China as an export base 17 2.4 Export strategy theory 17 2.4.1 Joint Ventures (Alliance) 19 2.5 Compare and ................................. 22 2.5.1 Case study theory 22 2.5.2 Case Study of GM 25 2.5.3 Case study of CHERY 26 2.5.3.2 PLM as platform for ............... 27 2.5.3.3 Market share is ................... 28 2.5.3.4 Redefining the price of Luxury 28 2.5.4 The compare and......................... 29 2.6 Consumer Attitude Theory 29 2.6.1 Attitude theory in general 29 2.6.2 ABC model theory,................. 31 2.7 Conclusion of chapter 33 Chapter 3 35 Methodology 35 3.1 Introduction 35 3.2 Research objectives and ....................... 35 3.3 Source of Data.............. 36 3.3.1 Primary research 36 3.3.2 Secondary research 37 3.4 Questionnaire Design 38 3.4.1 Operationalistion of ............... 39 3.4.2 Questionnaire development 39 3.4.2.1 Part 1 demographic v