Research On The Development Strategy Of Geely Automobile Group

As the pillar industry for the development of the national economy,the automobile industry has a strong effect and driving effect on the industry.It can create a higher employment rate and is also an important standard to measure the overall level of a country's manufacturing industry.Since the new century,China's auto industry has developed rapidly.The vehicle R&D capacity of domestic automobile enterprises has been enhanced,the quality level has been steadily improved,and the variety of products is constantly enriched.In 2017,the production and marketing of our cars reached 29 million 15 thousand and 28 million 879 thousand respectively,and the number one in the world for nine years in a row,and the cumulative sales of Geely cars in 2017.Up to 1 million 247 thousand and 100 cars,an increase of 63% over the same period,has become the sales champion of the domestic independent brand.Geely Group put forward the strategic goal of entering the top ten enterprises of the global automotive industry by 2 million vehicles in 2020.Therefore,this paper makes a case analysis of Geely Automobile Group,using quantitative analysis and qualitative analysis,the combination of empirical analysis and normative analysis.Through PEST analysis,industrial five force model analysis,industrial life cycle analysis,industrial cluster analysis and production concentration analysis,the development of Geely Automobile is made clear.The external environment and external opportunities and threats faced by Geely are summarized.At the same time,the internal resources and capacity conditions of Geely Automobile are analyzed from the aspects of brand and product layout,human resource status,technology research and development capability,production capacity and marketing status,and the internal advantages and disadvantages of Geely Automobile are also analyzed.On the basis of SWOT matrix analysis,this paper puts forward the growth strategy of Geely Automobile Group:(1)SO strategy: multi brand and product diversification,fully play the synergy effect of the three major brands of Volvo,LYNK&CO and Geely,and realize the wide area coverage of the passenger car market;market penetration,increase the Bo Yue in the existing market,The New Emgrand hot models of marketing,expand market share;(2)WO strategy: take internal development(New-build)way,in the “One Belt and One Road” along country's investment in new factories,avoiding trade barriers,to achieve global strategic layout;new energy strategy,accelerate technology development of new energy vehicles,to seize the industry show a high point.(3)ST strategy: to carry out market development and stabilize the domestic market in south market,to promote the development of the northern market by radiation,and gradually realize the globalization of the market.(4)WT strategy: take the way of external development(merger and acquisition),acquire the integration of technology,brand and supply chain through merger and acquisition,and achieve scale effect.In addition,through the "strategic clock" analysis,this paper puts forward the competition strategy of the Geely Automobile Group,which is the cost leading strategy,the mixed strategy and the differentiation strategy corresponding to the three big brands of Geely and their series products.Finally,this paper also expounds the safeguard measures of Geely Automobile Group's strategy implementation.