Research On The Green Development Strategy Of FAW-volkswagen Automobile Co.,Ltd.

Since China's reform and opening in 1978,domestic automobile enterprises have begun to corporate with well-known foreign automobile companies to set up joint ventures.After the establishment Beijing Jeep in 1984,the joint venture of Beijing Automobile Works and American Automobile Company,joint ventures such as Guangzhou Peugeot,SAIC-Volkswagen and so on have been established one after another.After 4 years of business negotiations,FAW Group and Volkswagen Group set up a joint venture,FAW-Volkswagen Automobile Co.,Ltd.on February 6^th,1991.FAW-Volkswagen has been working on sustainable development,but there is no green development strategy.“The 13th Five-Year Plan”is the last plan to completely build a well-off society,2017 is a crucial year for the full implementation of China's“13th Five-Year Plan”,and also the deepening year of supply side structural reform.In the fifth Plenary Session of the 18th CPC Central Committee,the party put forward the five development ideas of"innovation,coordination,green,open and sharing"for the first time,and regard green development as an important concept of China's overall development.The author studies on the planning and implementation of the green development strategy on the occasion of the country's implementation of Made in China 2025,the upgrading and transformation of Chinese industry.Green development represents the direction of development with a higher standard,a better quality and sustainability.This article combines strategic theories and practical experience,firstly analyzes the current situation and problems of green development.Through acquainting the actual situation of FAW-Volkswagen it is identified that the current problems are unreasonable product structure and extensive management.And then make analysis on the cause of the problem.Political,economic,social and technical environment are analyzed to discern industry trends.Key resources,core competences and corporate culture are analyzed to scan internal situation.On the basis of external analysis and internal diagnose,SWOT is used as an instrument to define focusing fields of green development and analyze the strategic environment of FAW-Volkswagen and to complete the strategic inputs.Basing on the clear strategic direction and strategic inputs as well as combining with practical experiences,“5+1”guiding concept of strategic planning is developed.That means,FAW-VW shall develop and upgrade green business model,operate green plants,develop green product and green technology,implement green culture and build up green alliance in automobile industry.Compliance must be assured,as well as profit.Clear strategic goals are defined.In order to insure the implementation of green development strategy,core strategic initiatives and follow-up action plans which based on the company's key strategic resources are defined.Safeguard measures are made in organization,training,management system and process.The above research shows that green development is an irresistible trend,which must be catch up.At the corporate level,FAW-VW has advantages in basic conditions.It's possible to optimize the energy consumption level and then enhance the competitive power during implementation of green development strategy.At the industry level,with the establishment of green alliance,the construction of green supply chain will be promoted,environmental performance of supply chain will be optimized and green consuming will be purposed.At the national level,with promotion of development of ride-sharing and autonomous driving,urban traffic efficiency will be improved.This research is expected to provide constructive and operational reference for the green development of FAW-Volkswagen,and furthermore to make a slight contribution to the green development of automobile industry.