Research On The Competitive Strategy Of Auto Parts Company D

China has become the world’s largest auto market for three consecutive years, theautomobile industry in China sustained in rapid development，auto parts industry hasentered a rapid development period. The world auto parts giants have to strengthen theinvestment in China, to seize market share. Many companies began to set up R&Dcenters, occupy the market with significant technological advantages, coupled withthe vigorous development of the domestic auto parts enterprises, the auto parts industry isnow in an unprecedented fierce competition.Suzhou D company is an American invested manufacturer of automotive steeringsystem. How to set up strategies for the company to develop steadily facing the fiercecompetition in the complex market, is the D’s problem. This paper uses PEST analysisand five forces of competition model on the company’s competitive environmentanalysis, the D company facing opportunities and threats, the macroscopic environment isconducive to the development of auto parts enterprises, new entrants to the industry is not athreat, not much competition but is very strong, the buy side and the bargaining power ofsuppliers is also strong, industry shows the characteristics of technology, quality, cost andcustomer relations of all-round competition, competition makes an increasingly hostileenvironme nt and competitor’s low cost strategy, bring great threat to the development of Dcompany. Then carried on the analysis to the D internal conditions, the company’sresources and capabilities, by using value chain analysis method, the company’s corecompetitiveness, to study the advantages and disadvantages of business competition, Dcompany has the technology research and development and the first-class ability ofoperation management, but the product cost is relatively high, then the companyshould adopt the SO strategy in combination with SWOT analysis, determine thecompany should make full use of external opportunities, and advantages of theenterprise, with leading technology viriation for the dominant strategy, aided by the comprehensive competitive strategy of zero defect quality and cost control. Finally, inorder to ensure the implementation of the competition strategy, formulated to strengthenresearch and development capabilities, improve product quality, and reduce operating costsand other measures. In this paper,for the special auto parts enterprises ofhigh technology and the fierce competition, which has a certain guiding significance toestablish competitive strategy.