| With the rapid development of China’s economy and the continuous improvement of people’s income level, China’s auto consumption has entered the peak period. Along with the vigorous development of China’s automobile industry, as well as the consumer’s growing consumer awareness and consumption awareness, as the automobile industry chain of the lower reaches of the automobile industry, car rental, is the rapid development of the domestic market and increasingly mature.As the leader of the car rental industry, the well-known chain of car rental companies, SZ company is car market after the industrial chain of rapid development. In the car rental market, SZ company is facing EHIC, ZIZUN, REIKA and other traditional car rental company’s competition, and also facing new mode of PP, YIDAO, DIDI, UBER and other taxi software new models of competition. At the same time, SZ also need to solve the problem of management in the scale of development and rapid expansion of the face.In this paper, we analyze the internal and external environment of the enterprise, and then make a strategic analysis and choice, so as to formulate the development strategy of the enterprise, and put forward the concrete measures of the strategy. With the PEST model, the external management environment of SZ company is analyzed, and the great development potential of the domestic market is also analyzed. By using the method of analyzing the Potter five forces analysis, development opportunities and challenges of SZ company. Through the SWOT analysis of the enterprise, the main problems and obstacles faced by SZ company is summarized, and the feasibility of the target market and strategic development are proposed.Through the use of strategic development theory, this paper explores the strategic development model of the car rental market, and puts forward the strategic implementation of enterprise culture, organization structure, chain development, service model, business model, marketing innovation and so on. |
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