Study On The Strategic Development Of A Class Car In GAMC

After nearly 20 years of high-speed growth,the automobile industry experienced negative growth in sales volume for the first time in 2018,and the competition in the automobile market became more and more fierce.GAC Chuanqi has not adjusted its product strategy according to the changes of the market and competitors,so GAC Chuanqi has many problems in product development and market sales of Class A cars.Through investigation and after-sales link,it can be found that the negative evaluation of GAC Chuanqi Class A car by users is mainly noise,poor comfort and low cost performance.GA3 is unique in styling,GA4 is dignified and moderate,and the appearance performance of the two brand-new A-class cars developed and sold by GAC Chuanqi deviates from the demand of the target consumer group to a certain extent.Neither of the two cars is equipped with new technologies with special highlights.In the development of sales outlets,GAC Chuanqi's development in the fourth and fifth tier cities is also relatively slow,with fewer sales outlets than competing products.A more serious problem is that due to problems in product development cost management,the cost of the whole car is obviously higher than that of the same industry,and there is no advantage in pricing.As a result,the sales volume of the two Class A cars did not reach the target when the project was initiated.Through the analysis of China's macro environment,we can find that China's macro environment has great influence on the automobile industry.In terms of economic environment,the demand for automobile consumption has been temporarily reduced due to the change of economic growth from high to medium-high speed and the structural reform on the supply side.Politically and legally,various auto industry policies issued by the state in the past two years have raised the operating costs of enterprises to a certain extent.In terms of social environment,the mainstream people who buy cars for the first time are already the post-90 s generation.At the same time,people's travel modes have become diversified due to the rapid development of the shared travel business model,which has weakened the demand for cars.In terms of technical environment,the automobile industry has made great efforts to develop electric,Internet-connected,intelligent and low-carbon automobiles.On the internal side,GAC Chuanqi mainly has the disadvantages of fewer A-class car product development and reserve projects,weak development cost management capability and improved product definition and planning capability.Through analysis,the implementation of GAC Chuanqi Class A car product development strategy revolves around three aspects: first,to strengthen product definition and product planning,product planning needs to be carried out in advance,and emphasis is placed on accurately defining the needs of target consumers.Second,the application support of new technologies,through analyzing the application trend of new technologies,it is determined that Class A cars should be equipped with new technologies of networking and intelligence in the future.Third,to improve the basic capability of research and development,it is mainly through improving the cost control process,carrying out platform-based development,improving the vehicle integration capability and other aspects to continuously improve the basic capability of research and development.Through the above-mentioned measures,we hope to achieve the strategic goal of A-class car product development,which is to reduce costs,improve product competitiveness with the application of new technologies and increase market share.