A Study Of Development Strategy Of Alpine Electronics(China)Co.,LTD.

In recent years, the rapid warming about the automobile market is boosting the development of automobile accessories industry. Car audio products accounted for the cost of the whole vehicle had a gradually increasing trend, and the original car audio product upgrades and replacement demand are also gradually increasing. In order to meet the needs of more people, occupy a more broad market space, and realize sustainable development, ALPINE Electronics (China) Co., Ltd. is necessary to clear the face has advantages and disadvantages, opportunities and threats, and formulate corresponding development strategy.This paper uses the theory of enterprise strategy management advanced, using the PEST analysis method to analyze China’s current political, economic, social, technological conditions, we can see that the current China to encourage foreign investment enterprises in the development of China, and as foreign investment enterprises, Alpine Electronics can make full use of the current human resources in China, the government tax preferential policies and the majority of the market resources. Through the Potter five competitive forces model analysis method to analyze the threat of the potential competitor, car audio products industry replacement threats, the bargaining power of suppliers, bargaining power of buyers, the industry competitive threats, have a comprehensive understanding of the product of the external threats to the cost of the enterprise, the brand, competitors, substitutes. Combined with Alpine Electronics with the internal resources and ability, comprehensive analysis method to integrate Alpine’s external environment and internal environment using SWOT, and "take the customer as the center, strategy development and sales of innovative products and services, to meet the demand, the final" the ALPINE Electronics to achieve strategic objectives with "superior technology, products, marketing, customer service, partners", and put forward to increase market share, improve the price competitive advantage, improve research ability, increase profitability, and improve the overall development strategy. At the same time, to ensure the effective implementation of the development strategy, organization improvement, human resources strategy, information construction, the enterprise culture construction and other related security measures, for the development of ALPINE in China played the role of escort.