A Study On Competitive Strategy Of Songyuan Jin Da Chau States Automobile Sales And Service Co.,Ltd.

With the continuous economic and social development,China has seen significant increase of per capita income and consumption level.What's more,the continuous increase of automobile production and sales has made China the largest car sales market in the world.In addition,with large population base,China has strong purchasing power with young-end car consumers,so the automobile market has great potential waiting to be developed.However,in recent years,automobile sales fell sharply,and industry competitors increased year by year,so the automobile sales market enters into a steady-growth stage.In addition,with greater threats of alternatives,the consumption idea of car consumers has taken fundamental changes with more diversified demands for cars.Therefore,automobile sales enterprises will face greater opportunities and challenges.Jindazhou Automobile Sales & Service Co.,Ltd is a privately owned limited company,specializing in vehicle sales.In order to adapt to the changing economic environment and survive and develop in the fierce market competition,the company is in urgent to develop competitive strategies according to its own condition.This paper uses PEST analytical method and Michael Porter's Five Forces Model to analyze the external environment of the company,and draws the conclusion that the company faces more opportunities than challenges at present.The macroscopical political economy and social humanity environment are favorable to the development of automobile sales enterprises.Although the industry competition is fierce,the potential competitors are under large pressure of entering the market,unable to constitute a major threat.Meanwhile,it makes analysis of the internal environment of the company,including human resources,business conditions,operating conditions and market position,whereby concludes the advantages and disadvantages of the company.The company has good strategic location,advanced equipment,leading technology,outstanding brand effect and sound marketing network,but its management level quality is not high,and there is a lack of management capacity and other deficiencies.On the whole,the company advantages are significantly greater than the disadvantages.According to the analytical results,it uses SWOT analysis method to conclude that as the market competition is becoming increasingly more fierce,enterprises should overcome their own deficiencies in order to guarantee sustainable and healthy development,and develop different competitive strategies according to the characteristics of customers and competitors.It develops a series of measures in order to ensure the smooth implementation of the competitive strategies,such as improving the innovation ability of enterprises,optimizing the organizational structure,establishing corporate culture,enriching marketing methods,etc.This paper will provide a reference for the long-term development of Jindazhou Automobile Sales & Service Co.,Ltd.and it will have guiding significance on the development of competitive strategies for similar enterprises in China.