| The structure of China’s automobile industry has been formed after 70 years of development,and the automobile industry has also got tremendous opportunities for development.Automobile industry is a strategic industry with intensive production factors,high industrial correlation,remarkable economies of scale and intensive capital and technology.It is also an important industry of China’s national economy and plays a crucial role in improving China’s comprehensive economic strength.However,at present,there is still a big gap between China’s automobile industry and foreign countries,and there are more chances and resources for progress in theoretical research results and practical operation.Therefore,it is of great significance to realize the transformation and upgrading of the automobile industry and formulate the development strategy related to the automobile industry to improve the international competitiveness of the automobile industry in China.This paper uses case analysis method,literature collection method and interviews for research,and selects the development strategy of Dazhengdongzhi Automotive Piping co.,ltd.as the research object.At present,the company is in the bottleneck and stagnant stage of business development,not only facing the fierce competition of many domestic automotive parts supporting enterprises but also coping with the competition of foreign-funded enterprises for emerging markets.Therefore,the company must choose a precise development strategy and seek product upgrading so as to strive to maintain market share.On the basis of theory and literature study,this paper analyzes the macro environment with PEST analysis method and finds that a variety of factors provide great development opportunities for the company’s operation.Secondly,porter’s five forces model is used to analyze the industry environment.The results show that the market competition is increasingly fierce,and some potential entrants enter the market and affect the company’s market share.What is more,this paper introduces the internal situation of Dazhengdongzhi automobile piping co.,ltd.from the aspects of technical level,process manufacturing capacity,market service level and quality management,indicating that the company has certain advantages in product quality,manufacturing capacity,sales and service capacity for the time being.Finally,on the basis of SWOT matrix analysis and company interviews,it is concluded that the company should adopt SO strategy,take WO and ST strategy into account,pay attention to the development direction of WT strategy,put forward the development of new energy automotive products market as the focus,and implement product R&D oriented strategy.It is also important to strengthen policy research and management methods in order to obtain greater policy support,enhance brand value,break through development bottlenecks,and seek a stronger and larger development strategy.Therefore,the above research is operable and of great promotion value in improving the international competitiveness of China’s automobile industry.The innovation of this paper is to guide the strategic transformation and product upgrading plan of automobile manufacturing enterprises in the new era,and the case has a certain industry influence.The data of this case have unique value as well. |
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