Research On The Development Strategy Of FAW Pentium Automobile Business

After years of development,China’s automobile industry has gradually developed from a weak post-development country to an emerging country.However,with the continuous development of China’s automobile industry,the problems are constantly exposed.The main reason is that due to weak product technology and strong dependence on the outside world,the core competitiveness of self-owned brand cars is weak,and it is difficult to shake the joint venture.The market position of the car brand.Therefore,how to improve the core competitiveness of China’s own brand cars has become a problem that must be solved by local auto companies.FAW Pentium’s automotive business development strategy research aims to solve several problems in the development of Pentium’s automotive business.First,the brand recognition is not high.In the ten years since the establishment of the Pentium brand,it has changed from the “one word mark” of the original Hongqi brand to the“eagle standard” and then to the “window of the world”.Without substantial changes in the products,Frequent replacement of the car logo is not conducive to the establishment of the brand image of consumers;second,the quality of Pentium’s products needs to be improved.In the past few years,Pentium cars frequently issued recalls due to quality problems,and severe sales and market share;Third,the lack of core competitiveness,Pentium has accumulated a certain amount of technical experience,and continues to enhance the full digestion of these technologies,taking advantage of the Pentium car closer to the user market,according to the Chinese people’s consumption preferences and market demand,to truly The development of their own products,the formation of unique core strength,increase the competitiveness of products,and strive to not fall behind in products.Based on the development status of FAW Pentium,this paper uses PEST,SWOT analysis,Porter’s five-force model,etc.to use SWOT for the external environment inwhich Pentium’s business is located,the five forces facing the automotive industry,and the internal operations of Pentium.Analysis,it is clear that FAW Pentium should adopt an intensive strategy in the growth strategy,and use the product-market strategy combination to compare and finally determine the application of product development strategy.In the implementation of the strategy,the first is to carry out the brand building of Pentium,the brand is the soul of the car,with a high-quality soul to attract consumers.Secondly,the product upgrade,firmly grasp the opportunity of the upgrading and transformation of the automotive industry,and vigorously develop intelligent networked cars and new energy vehicles to improve product quality,in order to make the Pentium car business stand up.Finally,the optimization of sales channels,relying on the popularity of the Internet and various experiences of interactive marketing and after-sales methods,enhance the brand premium of Pentium Auto,and go to the ranks of high-end cars.In the implementation of the development strategy,the first is to establish human resources protection,and again the risk control guarantee.The Pentium car is vital to FAW Car and even the entire FAW Group.However,the current Pentium business situation is not satisfactory.Fortunately,Pentium has the conditions for success,as long as the correct development strategy is adopted,it can still achieve great success.