Study On The Development Strategy Of China’s Own Brand Car Based On The Concept Of Corporate Strategic Alliances

After years of development, the automotive industry has become a pillar industry ofChina’s national economic development. Chen Guangzu, as a senior expert of the automotivein China. He thinks, in the past five years, the automotive industry by the high-speeddevelopment of relatively stable stage of development, is more competitive and the strategicadjustment of the auto companies is the most prominent feature. How to make thedevelopment of China’s automobile industry power by the industrial powers made newdemands, which proposed the development of our own brand car companies. Demand forChina’s auto market has great potential. With China’s accession to WTO, the InternationalAutomobile multinational corporations have entered the Chinese market, and our own brandcar companies to directly face the strong impact of multinational corporations. Compared tomultinational corporations, especially relative to the world auto industry "6+4" giant Chineseindependent brand vehicles in the gap of the core technology, product quality and profit alsovery large. Faced with this competitive landscape，China’s own brand car companies have tore-adjust their development strategies，seek win-win cooperation, to achieve the overallbreakthrough-To build China’s own brand car companies strategic alliance,develop functionalstrategies reflect this idea.Firstly, this paper reviews the related theory of the domestic and overseas scholars aboutthe strategic management theory, independent brand automobile development strategy, theauto companies to build strategic alliances; Followed by analysis of the status of thedevelopment of China’s auto industry, pointed out that the problems of the Chineseindependent brand car and support system in strategic management theory, study Chineseindependent brand car enterprises gradually strategic environment, including macroeconomicenvironment, industry environment, internal resources, SWOT’s matrix derived by summingup. Use of the quantitative planning matrix (QSPM) quantitative analysis to explore thestrategic alliance with the choice of competitive strategy, from the actual combination of thetheory of strategic alliances and the development of Chinese independent brand car, the strategic alliance is the inevitable choice for the development of China’s own brand car, Then,based on the concept of a strategic alliance, proposed five functional strategies strategy for thedevelopment of China’s own brand car companies. Finally, summed up the three studiesconcluded, puts forward relevant suggestions and points out the limitations and the researchprospects in the study.