Competitive Strategy Of Borgward

After China's entry into WTO,the automobile industry has shown explosive growth.New brands,new forces have invested huge resources to accelerate the partition of China's growing domestic market.The domestic automobile market has been growing positively with the growth of per capita national income.At the same time,with the continuous improvement of per capita national income,the continuous improvement of China's infrastructure has greatly promoted the continuous improvement of China's consumption environment,thus promoting the continuous improvement of China's consumption environment,further promoting the upgrading of China's consumption structure,and further promoting the development of the automobile industry.At present,the domestic automotive industry is in a state of contention among hundreds of schools of thought,while the global automotive industry is in a state of joy and worry.What is beneficial between the two is Borgward Automobile Co.,Ltd.,a German brand controlled by Chinese capital.In the face of such fierce competition at home and abroad,the Borgward Automobile,which is based on the domestic market and focuses on the global market,is facing not only the opportunity to carry forward the brand of Borgward,but also the challenge of its competitors at home and abroad.This paper takes Borgward Automobile Co.,Ltd.as the research object,analyses the general situation of international and domestic automobile industry,and at the same time,combines and analyses the special gene and historical origin of Borgward Automobile Co.,Ltd.Through the use of market competition strategy theory system to analyze Borgward Automobile Co.,Ltd.,and use relevant theory to study its future development direction.Through the analysis of the external environment of Borgward Automobile Co.,Ltd.,the opportunities and challenges it faces are defined.Through the analysis of the internal environment of Borgward Automobile Co.,Ltd.,the advantages and disadvantages of Borgward Automobile Co.,Ltd.are defined.Based on the above analysis,the selection and implementation of the competitive strategy of Baowa Automobile Co.,Ltd.are finally determined.This paper uses the method of combination of empirical test and case analysis to conduct in-depth exchanges and interviews with the relevant managers of Borgward Automobile Co.,Ltd.and interviews with the relevant persons in charge of the parent company of Borgward Automobile Co.,Ltd.Futian Automobile Co.,Ltd.In this paper,the author has worked in Borgward Automobile Co.,Ltd.for nearly eight years,combined with the relevant theoretical knowledge system studied in the University of Foreign Trade and Economics,using PEST analysis,SWOT analysis,Michael Porter's five power models and other related theoretical analysis tools to analyze the market competition strategy of Borgward Automobile Co.,Ltd.