Study On The Development Strategy Of Beijing Red Holt High Technology Development Company Limited

China automotive after market is a new industry with a short history of development. Only in recent10years, it was seen rapid development. Along with the incessant fine-tuning of automotive industrial policy and the industrial speedy development, the environment of China automotive after market has been renovated.Beijing Red Holt is a private owned company in the Chinese automotive aftermarket and is under rapid and consistent development in the recent10years. Beijing Red Holt has been kept busy dealing with the market changes to keep year on year fast development and there’s no time undertaken into the detailed study of the company’s developing strategies. In the fast developing and dynamic emerging market and facing the strong competition from the enormous well-known and unknown companies both international and domestic, how to well utilize the external advantages such as automotive industry policy and the internal advantages such as local cultivated excellent team to overcome the disadvantages of capital shortages、less experience and weakness in risk taking in order to well position in the market with full of opportunities and achieving the company’s consistent、steady and fast development through value innovation is today’s critical development subject to be completed in Beijing Red Holt.This article applied the models of PEST、SWOT and Porter5Forces under the theories of strategy management and marketing in analyzing the details of the external market environment and internal resources of Beijing Red Holt. Particularly, a relative overall、complete and professional analysis on Chinese automotive aftermarket was made in this article and that included the definition、development phases、market size、business channels、development models、main businesses、competition structure and outlook of the industry. Meanwhile, through analyzing the present businesses、product portfolios、 channels、promotions、prices、organization、enterprise culture and core competitiveness, the general development strategy of Beijing Red Holt was established as:Keep leading position in the niche market of a good industry. And also proposed detailed strategies in product development、marketing、human resources、 training、company culture and international co-operation to achieve the company’s general development strategy for consistent and steady development in Beijing Red Holt.