| Chinese car sales achieve substantial growth between 2005 and 2015,sales volume from 5.7582 million to 24.5976 million,growth in the decade of car sales in China is growing rapidly,automobile industry become one of the main pillar of our country's economy.According to the national bureau of statistics released the 2015 statistics bulletin of the national economy and social development,our country civil car one thousand people has reached 105.83 cars,compared with developed countries 500 cars per thousand people,China's auto market has great development space.At the same time,the growth rate of GDP in China remained stable,and China's per capita disposable income is rising.So China's auto industry will continue to grow in the future and also has the very big growth space in the car market.The auto parts industry is in the same direction as the auto industry.BW is a Fortune 500 company.It mainly engaged in auto parts production,its products have Morse system,discharge system,heating system,turbocharger,power transmission system,etc.,they are the core of the engine and power transmission system parts.Based on the theory of international operation,this paper uses case analysis method to study the development strategy of BW Company in the Chinese market.First of all,based on the background of global economic integration,internationalization and development of auto industry and accessories industry leads to the research background,purpose and significance of the article.Secondly,this paper introduces the theory of international operation which is the theoretical basis of the article,and this paper summarizes relevant literature of auto parts industry.Thirdly,this paper introduces the general situation of BW Company and analyzes the development strategy of BW Company in China from three aspects: marketing strategy,localization strategy and production mode.Fourthly,using PEST and Michael Porter's Five Forces Model to analyze China's market environment in detail and introduces the BW Company's internal environment from two directions:resources and ability.Finally,this paper analyzes the problems and causes of the company's development strategy and suggest improvements.Based on internal and external environment in the Chinese market,BW company development strategy mainly exist in some problems in China: product is single,pricing is unreasonable,the brand communication is narrow,the after-sale market construction is slow,the personnel localization degree is difficult.Combined with the company's strengths,weaknesses and opportunities in the Chinese market,this paper put forward the corresponding proposal:product diversification,optimize the pricing mechanism,strengthen the brand propaganda,perfect after-sale market,establish and improve the salary incentive mechanism and the recruitment mechanism..In this article,through analyzing and summarizing the experiences and lessons of BW company,and for the BW company's future development to provide some suggestions,hope to provide reference for enterprise leaders and for our country's local firms and other multinational companies provide a reference to the case.It has certain practical significance. |
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