| In recent years, with people’s growing demand of car,4S dealer is greeting a rapid development in sales. However, in the mean while,due to investors flood into4S dealer’s business, making the number of4S dealers has rapidly increased which causes the competition among4S dealers increasingly fierce and the profit margin continuously declines. Facing the fierce competition, in order to create the sustain competitive advantage,car dealers urgently need to find the localization accurately and increase the competitiveness. More important is to make the enterprise competition strategy. Only in this way, enterprises can develop sustainably and healthily. This thesis uses relative theory and analysis tool to point out that car dealers should take full advantage of enterprise culture, brand reputation, innovation ability and make the correct competitive strategy to indicate the development direction of enterprise.This thesis take PC BMW as a research object. Firstly, proceed the PEST analysis of PC BMW external environment to know what competitive structure the enterprise is facing in regional environment. Secondly, analyze the internal environment of PC BMW and discuss the enterprise resources and capability to realize the competitive advantage and deficiency of the enterprise itself, to know what problem the enterprise is facing. At last, will use the SWOT to do the information matching analysis, VRIO analysis and the key factors for success analysis to make sure PC BMW is using the differentiation competitive strategy and make the differentiation competitive strategy, take action and monitor according to the differentiation competitive strategy.This thesis is concerning about the internal and external environment of PC BMW facing to make a suitable differentiation competitive strategy grounded on the realities situation of PC BMW. The highly significance of this thesis is to use differentiation competitive strategy in guiding4S dealer’s work in practice, combining theory analysis with specific work. |
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