BEIQI FOTON Motor Co.,LTD Research On The Enterprise Development Strategy

With the growth of China’s macro economy is beginning to slow down, the China’s automotive industry is stepping into the transforming period, and the rate of growth is slowing down, too. Although the domestic brand enterprises have benefited from the massive market and improved their technology and management a lot. But there is still a long way from reaching the industry standard makers. How to retain the competitive advantage in the intensifying competition and seize more new opportunities for the domestic brand enterprises to keep long-term development requires the enterprises to revise their development strategy.This article discussed the development strategy for domestic brand enterprises from two aspects of theory and case study, and set BEIQI FOTON Co., LTD as the example. After using the theory of enterprise development strategy to analyze the external environment and internal ability in order to identify the opportunities and threats, strengths and weaknesses, and accordingly put forward the business strategy and function strategy, and theirs implementation measures.In the future, FOTON should have a blueprint of China-centric and global-layout. Make synchronous progress on passenger cars and commercial vehicles to build a world Influential brand. Play an industry leading role in management ability, product research and development ability and manufacturing ability.In the aspect of business strategic choice, this article suggested that FOTON develop commercial vehicles and passenger cars simultaneously in the future. Commercial vehicles business takes concentration strategy and passenger car business operates differentiation strategy. For commercial vehicle, it should focus on developing business advantages, like the medium and heavy truck; strip away of low-end business in small and micro truck. FOTON is a green hand to passenger car business. Therefore differentiation strategy is suggested. First of all, brand differentiation: Brand with historical connotation should be developed; In addition, product differentiation: SUV of high value is market entry point, which is superior to competitors’ products planning; Last but not the least, marketing mode: take innovative marketing mode with the aid of commercial vehicles marketing network, and combine online marketing and offline agencies sales.Through this research, although China’s automotive industry has entered the stage of slow growth, there still have more development opportunities. As long as BEIQI FOTON Co., LTD launch the competitive products in time, enhance the quality, effectively use the existing sales channels and network, and meanwhile, improve cost control and management efficiency, I believe it will accomplish its strategy goals and get further development of its own brand.