Research On The Competitive Strategy Of Independent Passenger Car Of FAW

Since China surpassed the U.S.as the world's largest car market,China's auto industry is in a period of rapid development totally,especially the passenger car market is growing rapidly.With the construction of "one belt and one road",the implementation of policies such as China Made 2025 and supply-side reform has brought many opportunities to develop the passenger car market.At the same time,the restriction of joint-stock ratio in China's auto industry is about to be lifted,and more foreign auto companies will set up factories in China,which is bound to pose a huge challenge to China's existing passenger car market.Although the overall development of China's passenger car market is very good,most of the market is monopolized by the models of joint ventures,and only Geely and Great Wall among the independent brands of passenger cars are developing fast.Although FAW group has a large share in the passenger car market,its sales volume mainly comes from several joint venture brands such as Volkswagen and Toyota,while its independent brands have been developing very slowly.As the largest automobile enterprise in China,FAW group has powerful R&D technology,resources and excellent talents.In the traditional passenger car development,FAW has a wealth of experience.After years of joint venture development,FAW group has learned some advanced technologies and management experience from foreign auto companies,but still failed to master core technologies.In recent years,with the development of Internet technology,automobile intelligent network,electronic technology,automatic driving has been rapid development.FAW group seized this development opportunity and increased its investment in research and development,so that FAW group reached the L3 level in autonomous driving,leading other domestic car companies.First of all,this paper introduces the background and significance of the research,and read a lot of literature,determine the theoretical basis and research methods of this paper,namely the competitive strategy theory and porter's five forces model and other analytical methods.Combining FAW group's strategy of autonomous passenger vehicles,the actual situation is compared with the target,and the gap and the causes of the problems are analyzed.Secondly,the paper analyzes the political,economic,social and technical problems of FAW group's autonomous passenger cars in the macro environment,and analyzes the existing and potential competitors in the micro competitive environment.Then the internal capability of FAW group is comprehensively evaluated,and the development strategy of FAW group's independent brand passenger cars is clarified by analyzing relevant factors such as opportunities and threats,advantages and disadvantages.Finally,the strategies of SO,WO,WT and ST obtained after SWOT analysis are taken as alternative strategies.Through comparative analysis to differentiation-based competitive strategy.And from the marketing,operation,brand and culture,finance,human resources and information systems to make the measures to ensure the implementation of competitive strategy.In the process of quantitative and qualitative analysis,some methods and tools are used.Such as PEST,porter five forces model,SWOT and so on.The purpose of this paper is to analyze and formulate a competitive strategy suitable for FAW group's autonomous passenger cars,to ensure the advantages of FAW group's autonomous passenger cars in the future competition,and to realize the rapid and sustainable development of its own brand passenger cars.