Research On The Competitive Strategy Of Yi Da Company In Automotive After-Market

With the progress of the society, the development of science and technology, the level of human life is gradually improving. As a driver, the demand for the comfort and safety of driving is higher and higher. The parking heater, as a new type of the vehicle heater can provide warm and comfortable driving environment for car owners in winter. Greatly reduce the wear due to the cold start of the automotive engine,Provide safe driving conditions for vehicles. At the same time, the air pollution and energy problems calls the government and the public's attention. Due to incomplete combustion and other factors, the idle speed of the vehicle in the cold environment will produce harmful substances which are harmful to the environment, and waste fuel. the use of the car heater can help reduce vehicle's pollution to the air, and save the energy. However, due to the law of our country does not explicitly require automobile manufacturers must be installed parking heater before leaving the factory.And lack of industry standards for the product, Manufacturers and consumers to consider the cost of vehicles and other factors, The vast majority of vehicles in the domestic market are not installed parking heater. In this market demand, Yida company was established and focus on parking heater product development and production. With the surge in car ownership in china, People for enhanced driving experience requirements and the improvement of environmental awareness, The market potential of automobile after sales in heating system is huge, More and more car owners choose to install the parking heater. At the same time, the parking heater manufacturers in the automotive aftermarket market competition is increasingly fierce.This paper, taking the Yi Da company as the research object, taking the enterprise's competitive strategy as the research area. First of all, this paper introducesthe basic situation of Yi Da Company; Secondly, talking about the parking heater products of the Yi Da Company's current situation, and the problems related are introduced and discussed; Thirdly, using the PEST analysis method of the parking heater industry. This paper makes a comprehensive analysis for the development of the environment, expounds the parking heater industry, introduces the automotive aftermarket's characteristics, the scale and the development trend; Fourth, use Michael Porter's Five Forces Analysis, to analyses the status of Yi Da Company in the automotive aftermarket. On the basis of the analysis above, make a differentiation strategy with technical superiority combining the cost leadership competitive strategy for Yi Da Company. Determine the strategic objectives of Yi Da Company's parking heater products in the automotive aftermarket. For the strategy implementation,the Company should have human resources reserve, make the brand construction,optimize the marketing service. Finally, we also make some measures to ensure the smooth implement of the strategy.Above all, if Yi Da Company want to gain a competitive edge in the parking heater industry,it must build the enterprise core competitive ability of itself. The Company should also has the forward-looking technology innovation strength and the forward vision of marketing transformation. Only in this way, it can have a higher market share in the automotive aftermarket and a higher brand status. Hope that through this paper research and analysis to help related enterprises to select, make and implement a more scientific competitive strategy, continue to promote the whole industry...