The Development Strategy Of Sunree Company

At present, China's auto industry is going into a rapid development stage. Due to the current trends, more and more enterprises begin to reassessthe design and design of automotive instead of follow the fashion, so we must learn from the experience and essence of international automotive design, combined with China's traditional culture, and repositioning China's automotive design. The style and style of the modern automobile is diversified. With the development of the automobile technology and the related industry, the style of car design will change with each passing day. So the automobile designers will design from other perspective such as practicability, function, safety and environmental protection. In the future, automobile market competition must be the automobile modeling competition.Firstly, this paper used PEST method to analysis the company's external environment and the present situation and trend of the current automotive design industry, and then also used the Porter's five model analysis tool to analyze the competitive environment; Secondly, analyzed the company's internal conditionsfrom two aspectsincluding the resources and capabilities; thirdly, used the SWOT model to analysis the company's internal environment concluded the current opportunities, threats, and the advantages and disadvantages, then basis on that, put forward the strategic objectives and development plan; finally, from the five aspects about guarantee such as technology research, human resources, quality assurance, project management and basic design to discuss the measures of the guarantee strategy. Based on the principle of "knowledge, theory and practice", this paper attempts to provide some beneficial advices and help to SUNREE company about development strategy.