Shenyang Zhonglian Auto-Trade Group Group Development Strategy

With the rapid development of China’s national economy and people’s living standard continuing to improve, people’s demand for cars is increasing. The car has entered the era of people’s family, and become an indispensable means of transport.As a national pillar industry, China’s auto industry has rapidly developed in the past two decades. Car production and car sales are both the first in the world. Almost all the world’s multinational automakers set up the automobile manufacturing plant and distribution network in China, China’s auto market is very competitive.In2008the global economic crisis, domestic and foreign auto industry fall into the abyss, and was against the backdrop of a huge impact, as car sales terminals, the4S stores car’s dealer living conditions have also been seriously challenged. Because many domestic4S stores can’t reach a certain quantity of sales and vehicle maintenance, they became serious loss, and some can not fulfill the task of automobile manufacturers have been delisted from the sales of franchise cancellation.Shenyang Zhonglian Auto-trade Group as the region which have more strength and a representative of the vehicle4S store groups, must face this new change and market challenge, adjusting business strategies, leverage the Group’s strengths in order to protect the company’s long-term survival and rapid development.Based on the basic theory of Strategic Management of Enterprises in the world auto market, the domestic research internal conditions and external environment in Shenyang auto market, and do the SWOT analysis to the enterprise, then found the opportunities outside the enterprise and the threats, internal strengths and weaknesses,by the results of SWOT analysis to decide the company’s group-oriented development strategy.In this paper, development of Shenyang Zhonglian Auto-trade Group’s development strategy, the first strategy is to made clear the strategic goals and to pursue strategic options, taking into account the joint at the initial stage of the Group strategy, and its subsidiaries a high degree of uniformity of business processes Therefore, the Group strategy of luck ", operation and management-type" group management and control model. Then, the need for implementation of the strategy, this paper developed for the United Group, the Group headquarters functions, indicators management evaluation system and the co-branded automotive shop operation mode of team-building.Union strategy in the specific content of the group are:Group brand integration strategy, the Group’s information strategy, the Group’s human resource integration strategy and group financial integration strategy.Chapter6of this article is the implementation of the strategy in conjunction with the control group, described the key issues in the implementation process, and from the dynamic process control mode, control network and the determination of strategic effects, several aspects of the strategy for effective control to ensure that this the contents of a specific strategy to be implemented and continuously improved.