Research On The Development Strategic Of Faw Jiefang Corporation

In recent years,China’s commercial vehicle development is very fast,It has made great breakthrough and achievements,the FAW Jiefang Corporation commercial vehicle has occupied an important position in the whole autonomous production,in 2016 the market share was the first.Of course,with the increasingly fierce market competition,the bright younger generation with strong competitiveness of commercial vehicle groups have suddenly rised.In this context,with the development of commercial vehicle at home-abroad developing trend,formulating a international competitiveness development strategy and enhancing a comprehensive competitiveness of commercial vehicle products are the priority among priorities for future development of FAW Jiefang Corporation commercial vehicle.This paper first has reviewed the development process of FAW Jiefang Corporation,described FAW Jiefang Corporation status,pointed out the problems what FAW Jiefang Corporation development is facing,and depthly analysised the causes;Then It has analyzed the internal and external environment of the FAW Jiefang Corporation development.In this paper,PEST analysis has used to analyze the external environment,including the political environment,economic environment,social environment and technical environment.The use of Potter’s five forces analysis has analyzed the competitive environment for the development for the bargaining power of suppliers,bargaining power of buyers,the threat of new entrants,threat of substitutes,existing competitors.then,It has analysised the development of commercial vehicle internal conditions mainly around the three dimensions of corporate R & D capability,production capability,marketing service ability.Through the analysis of internal and external environment,using the SWOT model has analysied FAW Jiefang Corporation development of the external opportunities and threats and internal strengths and weaknesses.It has concluded that the opportunities faced by the development of FAW Jiefang Corporation commercial vehicles are greater than the threat,and their advantages are more than the disadvantages.In the subsequent process of strategy formulation,strategic direction should adopt the "expansion strategy".Through the strategic expansion to continue to grow FAW Jiefang commercial vehicle business.According to the above analysis,we have formulated the overall strategic clearly and "13th Five-Year" planning objectives for the development of FAW Jiefang Corporation commercial vehicle.The overall strategic goal is to build the first brand Chinese truck,innovation ability is the strongest,lead technology,quality,safety,energy saving,environmental protection in domestic truck industry,share of the first heavy truck in the domestic market,light truck high quality development.It will become the international well-known enterprises,enter top three in China truck brand overseas market with good profitability and the ability of sustainable development."13th Five-Year" planning goal is comprehensive development of heavy-light truck to create a leading,high quality,innovation driven,green environmental protection enterprise of the entire value chain,including sales target by 2020 in domestic heavy truck sales will be 140 thousand units,the market share of 20%,light truck sales will be 44 thousand units,the market share of 5%,export 21 thousand vehicles operating;the target in 2020 commercial vehicle profit rate reached 2%.After formulating Strategic direction and strategic objectives,for supporting strategic objectives,I have used the matrix method of BCG to analysie FAW Jiefang Corporation commercial vehicle business in major sections of the star products,problem products,Taurus products,thin dog products and match the strategic.At last,I have cleared the business in the strategic direction of development.Then combined with the business sector development strategy,I have putted forward specific strategic initiatives,including the leading product technology strategy,quality winning strategy,cost optimization strategy,structure adjustment strategy,intelligent Interconnection Strategy and green development strategy.In order to effectively support the implementation of the six strategies,I have putted forward ten dimensions of security measures respectively from the market research and product planning system,product development system,production preparation and manufacturing system,marketing service system,quality assurance system,purchase system,financial system,institutional system,organization and human resources management system,Party building and enterprise culture system.The great significance and value of this paper is based on the status of FAW Jiefang Corporation commercial vehicles,the taget is "stronger,bigger and better",with enhancing the competitiveness of products to realize the future of leading domestic and international first-class goal.formulating a scientific and accurate future development strategy for FAW Jiefang Corporation Commercial Vehicle to keep in an invincible position in the market and carry forward 60 years of glorious history of the Jiefang brand has important practical significance.