Research On The Development Strategy Of Beijing Automobile Enterprises

The focus of enterprise strategy is settling with the going concern and development of corporations. If the enterprise wants to exist and develop, it ought to keep sustainable competitive advantages in the intense competition. So how to secure competitive advantages is becoming the core problem the strategic management wants to solve with.Beijing automobile industry gets incredible development in past five years along with the forming of three large automobile corporations including Beijing Hyundai, Beijing Benz and Beiqi Foton. But there is still big difference between leading corporations and Beijing automobile corporations. The new policy for the development of automobile industry, published in 2004, encourage automobile corporations to be in groups, enlarge the scale effect, improve the industry concentration and avoid scattered, disordered and repeatedly low-standard construction. And because of increasing price of raw material and intense competition, the profit of most automobile corporations is declining to a great extent. The market risk for Beijing automobile industry is both opportunity and challenge. The direction that Beijing Automobile Corporation should choose, making them developing the whole edges, making them larger, better and more powerful, and achieving extraordinary development, is the focus for this dissertation.This thesis is based on some classic and practical theories such as competitive strategy, strategic alliances, value chain and industrial cluster etc. On macroscopic aspect, directed by the theory and the reality, analyzing the China automobile industry status quo by PEST and SWOT, this thesis can get some strengths, weaknesses, opportunities, and threats about present situations;on microscopic aspect, it learns some advantages and disadvantages about Beijing automobile industry by Porter's diamond model. The conclusion is synthesized by the analysis of the circumstance and comprehension of the new automobile policy. Beijing automobile corporations' strategy is based on mutually trust and multi-win, to expand the automobilevalue chain by strategic alliances system. Followed by the unceasing development of sciences, more and more complicated management and continually enlarged scope of the automobile industry, the automobile manufacturer cannot expand its value chain by itself. By the mutual supplement in the value chain of strategic alliances, the members of alliances can make the quickest response by demand of clients, give the clients more efficient and better service and promptly organize R&D to blaze new trails in the process of satisfying their clients' demand. Deep cooperation not only shorts the research time, enhance the technologic content, additional value and competition, but also makes the whole members win together. Finally, the thesis is guided to an intensive aspect. Beijing automobile corporations make strategic alliances as a path to mutually supplement advantages, expand market and secure extraordinary development meanwhile they ought to insist on industrial cluster strategy. So Beijing automobile corporations have more possibility to get sustainable competitive advantages.