| In the environment of sustained development of global economy,vehicle,as most complicated consumer goods for civil use in mass production,has become one of largest scale of industry in the world,meanwhile,China proves to be an essential power of vehicle production and consumption,thus,occupies dominant position in world automotive industry.According to statistics,the cost of automotive systems including components account for 60%~80% of full vehicle,and there is extremely high technical barrier in the fields of automotive,therefore,automotive systems industry plays a great important role automotive industry.As the status of development of China automotive market,vehicle sales in 2018 appeared the first drop for 28 years from 1990,and the trend in future is uncertain,,which may lead to "zero growth" or even "negative growth";as trend of development of automotive industry,Innovation of industry technology of Electrification,Connectivity,Smart and Digitalization,as “4 Trends,” are widely accepted by industry,and then,Innovation of business models is caused,which includes key activities from vehicle corporation extend to digitalization consumption and mobility service,automotive suppliers promote core competency by cooperation,alignment,M&A and reform,so it can be inferred that downward pressure of China automotive market and process acceleration of innovation of industry technology and business model trigger disruption in automotive industry.Fusheng Automotive Systems Group is limited liability company unconsolidated by FAW Group.After years development,currently,it has 15 subsidiaries including wholly-owned,consolidated and unconsolidated,more than 20 k staffs and kinds of equipment.Corporate proclaims the vision of “establishing international automotive systems famous brand company with core competency”,and completed sales revenue of 14.021 billion RMB in 2018,year-on-year growth of 15.9%,however,based on sales forecast in future 5 years,it shows sluggish growth in business and margin dropped because of dilemma of innovation of industry technology and business model.In order to solve current problem faced by Fusheng Group,this paper combines the trend of development of China automotive market and transformation of automotive industry including vehicle and its industrial chain,based on classical theory of strategic management,applying related analysis model,have a research on future development strategy of Fusheng Group,and finalize the target development strategy and implementation proposal in corporation.Firstly,facing the fierce changes of external macro and industrial environment,as well as the severe challenges of internal operation environment,as corporate vision statement,we should reconstruct corporate mission,define top 5 issues of corporate business,customer groups,customer demands,core competency and social responsibilities,and draft clear target of development strategy with the detailed KPI for operation;Secondly,according analysis of SPACE Matrix aligned with conclusion of SWOT analysis in corporation,we should infer strategic position and action in corporation,and select direction of aggressive mode which is fit for Fusheng Group and implement strategy of integration related development of product and market;Thirdly,after determining development strategy of direction and implement mode,we should define detailed implement proposal of development strategy for every mode and seek breakthrough in business value added by four models of product and market portfolio in Ansoff Matrix;Finally,for ensuring smooth implementation of development strategy in corporation,we should deploy related security measure for organization change and resource support,form the whole system of development strategy.By development strategy planning of Fusheng Group above,it can help corporation get through the dilemma of lack of innovation of industry technology and business model,promote core competency,reach the target of robust growth in sales revenue and margin,implement sustainability. |
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