中國大陸已成為全球汽車成長最為迅速的市場之一，在市場迅速擴大的情形下，國際車廠與本土車廠也在中國大陸展開激烈的競爭。跨國車廠透過全球化策略進行全球資源的調配，而本土車廠多以在地化策略對應跨國車廠的全球化策略。中國大陸汽車是以產業後進者的姿態開始，初期的發展策略是以引用國外技術在當地進行授權生產，繼而以發展自主技術為主的產品為主要政策目標。在追求技術與品牌自主的過程中，跨國車廠的全球化策略與本土車廠的在地化策略相互激盪出不同於已開發國家的發展模式。在後進國家汽車產業發展過程中，由於產業技術落後於跨國企業，加上本土品牌居於劣勢，甚少可以發展出具有相當營運規模的本土汽車企業。中國大陸市場的特殊性在於本土汽車產業發展多年，且中國大陸具備發展航太與重工業的經驗，加上當地消費者對於汽車品牌並無明顯的購買忠誠度，使得中國大陸本土汽車廠商逐漸發展出特有的模式，在低階車種市場中成為主要廠商。本文以中國大陸市場發展為背景，描述中國大陸汽車市場在發展過程中，本土車廠如何在跨國汽車集團的全球化策略下展開對應策略，並對中國大陸本土車廠未來的發展方向提出建議。面對跨國汽車廠商的強力競爭，本土車廠未來除了持續投資品牌與自主技術外，更應思考以創新策略回應跨國車廠在中國大陸市場的競爭。

Multinational auto makers have competed vigorously with local makers in china due to the rapid growth of the Chinese market in recent years. MNCs allocated global resources to the Chinese market under globalization strategy and the local ones adapted localization strategy to fight back. After duplicating the models from MNCs, the industrial policy of Chinese government is to seek for developing independent technology and brands in China. Because of disadvantage in technology and brands, the local auto makers in developing countries are not competitive with MNCs. The peculiarity of China market are most local car makers have experience in aerospace and military production and the customers have low brand loyalty for automotive vehicles. This situation makes the local makers have good opportunity to be the master in the entry level product. With the interaction of globalization and localization strategies, the local players have developed a unique model for competing with MNCs in China. This paper describes how the local auto makers develop new strategy to join the global market to react competition from MNCs. After copying models from MNCs, the local auto makers should have innovative capacity in product design and business strategy to compete with MNCs in China. The paper ends with strategic recommendations to local auto makers.