The Analysis On Competition Strategy Of "Roewe" A Class Passenger Vehicle

After 50 years'development, China is walking into the golden age of automotive industry development. Now China has already become the highest growth auto market of the world and the second largest automotive consumption country. Since the year 2000, the native self-owned brands are growing up and become a stated scale. However, there is no self-owned brands being the major automotive brand of the world. And there is also no native automotive enterprise that involve to the globe automotive groups who have the core competitive competence until now.SAIC Group has accumulated abundant experiences of manufacture and management with the twenty-more year-history of joint ventures in the domestic automotive industry. As the major leading enterprise and the vanguard of self-owned brand in China, SAIC Group is exerting itself to construct its self-owned brand and process the great -leap -forward development in order to realize the strategic target of owning the international competitive competence.Based on the summarization of the self-owned brand development situation and the existing problems in the Chinese automotive industry, this dissertation has mainly talked about SAIC self-owned brand -Roewe A Class, analyzing its existent environment by using the PEST method, analyzing the industry competition environment by utilizing Michael Porter's Five Forces Model, and carrying on the detailed definition to the strengths, weakness, opportunities and threats when SAIC Group researching and designing the self-owned automotive brand by the SWOT method. It is identified that SAIC self-owned brand should take a full advantage of world sources in open global environment, process its self-owned brand development strategy through the differential competition.