Research On The Strategy Of Medium And Heavy Truck In Faw Jiefang Automobile Company

The strategic goal of FAW Jiefang Automobile company in 2020 is the first domestic medium and heavy truck market share,but since 2010 the market share gradually decline,from the industry's first Dongfeng commercial vehicle company,the gap has widened to 5.5 percentage points.In such a severe form,FAW Jiefang automobile company how to grasp the external opportunities and take advantage of their own advantages.As the support of the company's strategy,product strategy and how to implement it will be the key to success.Based on the analysis of FAW Jiefang Automobile company's external economic environment,political environment,social environment,industry environment,the "The Belt and Road" strategy,the rapid development of logistics industry,the revised national standard and rule over the rule limit,yellow car out and the progress of technology,it is the main chance and the slowdown in economic growth and emissions upgrade,younger consumer groups,foreign enterprises to enter the truck,the adjustment of product structure,the rise of new technologies are the main threats.At the same time,on the basis of activity,FAW Jiefang Automobile company's internal support activities are analyzed,the core that strong brand strength,excellent quality,perfect marketing system and overall assembly control ability is the main advantage.The personnel structure aging,geographical layout poor,slow response,lack of market products,the Midwest market weakness is its main disadvantage.On this basis,the SWOT model is used to analyze the internal and external environment,and the strategic choice of FAW Jiefang automobile company is obtained,then use the QSPM matrix on the key factors and product strategy for quantitative analysis,determine the FAW Jiefang automobile company's optimal product strategy for product development strategy.Finally,through the organization to adjust to strengthen research and development capabilities,enhance the control of special vehicle and new energy products research and development capabilities,in-depth industry chain,increase to improve the product planning ability of terminal response mechanism,accelerate the market reaction ability,strengthen product certification management,strengthen quality control,improve marketing ability to product development to the whole process control the realization of the market,the Chengdu base of the geographical advantages,expand production capacity,the establishment of the Southwest Sales Department to solve the problem of the southwest market,to establish a scientific and effective performance appraisal mechanism to fully mobilize the enthusiasm of the staff and other measures,to provide protection for the implementation of product strategy.I hope that the results of this paper will play a supporting role in the realization of the overall strategic objectives of FAW Jiefang automobile company.Through investment in research and development of FAW,achieve the tractor products leading the dumper,and special vehicle product breakthrough,niche market products and new energy products,to accelerate the deepening of Western products and core components are to rise,the company finally created a strong product competitiveness.