Study On The Strategic Development Of Jilin Cheng Zhong Auto Parts Co.,Ltd

Today,our country's auto market is the largest market in the word,and from the perspective of vehicle ownership,the rapid growth of China's auto production will continue for more than 10 years.It can be said that the future of the development of the whole automobile industry is very optimistic.Jilin Cheng Zhong auto parts co.,ltd(hereinafter referred to as " Cheng Zhong auto company"),as a newly established auto parts enterprise,has seized the opportunity that automobile main plant's capacity expanded,and has successfully become a large-scale enterprise.With the support of FAW car and the efforts of all the staffs,Cheng Zhong auto company successfully passed the swing and turbulence in the initial stage.Now the whole company's business is maturing and its operation is stable.But there are also some problems.This paper points out that the main problems include lack of practical development's strategy,lack of suitable opportunities for development,and the simple share structure of the enterprise.The lack of careful demonstration of the development strategy guidance is the most important problem.This paper analyzes the macro environment,the industry environment and the internal environment of Cheng Zhong auto company.The macro environment of the political,economic,social and technical aspects(PEST analysis)was steady for the better,is conducive to the development of enterprises;In the analysis of industry's environment,this paper uses Potter's 5 forces models which analyze the competitors,potential entrants,suppliers,customers and alternatives.In the analysis of internal environment,through the analysis of the resources of capital,human and technology of the company,this paper points out that the company in the management of quality,production and logistics has made great progress with the development of the company for several years,but the main problem is how to strengthen the accumulation of technology,how to compete directly with the competitor.At last,the method of SWOT for analysis is used to summarize the guiding principles,which points out the direction for the strategic development.This paper combines with the actual situation of the company and the experiences of successful enterprises,then finally formulates the strategic development of the company: In the short-term,the company should take the intensive strategy which would make this piece of "cake" that assembling front and rear axles bigger and stronger,would lay a good foundation for the further development of the company.In the middle-term,the company should take the integrate strategy which would scale the company's businesses,but would not stride too largely to result in unnecessary risks;In the long-term,the company should take diversified strategy.At this time,the company should have found 2 to 3 different core businesses,which will enhance the profitability of the company and the ability of resistance to risk.It is necessary to point out that in the process of development,merger and reorganization is a convenient,fast and less risky way of development.We can learn from the way of " the culture of Haier activating the shocking fish" to achieve the rapid development,which requires enterprises to form their own characteristic,efficient and cohesive management's modes or corporate culture in the process of development.