Study On Mobility Business Strategy Of FAW

Today,a new round of industrial revolution and the implementation of China's manufacturing power strategy meet at the same time.The Chinese government clearly proposes to promote the deep integration of the new generation of digital information technology and the real economy,form an innovative development model,and vigorously develop green economy,sharing economy and service economy.Driven by the scientific and technological revolution,the automobile manufacturing industry is in the critical period of reconstructing its competitive advantage.The elements of industrial competition are constantly changing.The industrial value is gradually transferred from "product manufacturing" to "product + data + service + ecology".The main automobile enterprises have proposed to transform to mobile travel service providers.In this context,FAW has clearly proposed to build a world-class travel service company as the enterprise development vision,and will complete the main project of the construction of mobility service company in 2025.This paper analyzes the external environment of FAW's mobile travel development through PEST analysis model and Porter's five forces analysis model.From the perspective of external environment,various forces jointly promote the rapid development of mobility industry.In recent years,China has vigorously promoted the development of sharing economy,promoted the integration of new generation technology and real economy,and fostered a hotbed of policies for mobility.The transformation of people's life style and consumption concept as well as the promotion of economic and environmental protection concept provide market development space for mobility.The development and application of Internet,big data,artificial intelligence,Internet of things and other new generation technologies in the field of automobile provide technology driving force for mobility.The adjustment of economic structure and the transformation of new and old driving forces provide a good opportunity for the cultivation and growth of mobility industry.As an important domestic automobile group,FAW is still in an advantageous position in the field of mobile travel although there are still some shortcomings.After years of development,FAW has formed a huge system and economic scale,and its business performance has always been good.The sales volume and economic profit of the whole vehicle continue to grow,ranking first;it is at the domestic leading level in vehicle technology and product research and development;its marketing and service network system is mature;its capital strength is strong,and its capital operation ability is strong.After years of development,FAW has formed a huge system and economic scale,and its business performance has been kept good.In FAW,automobile sales and economic profits continue to grow,ranking first;in terms of vehicle technology and product research and development,it is at the leading level in China;the marketing and service network system is mature;it has strong capital strength and strong capital operation ability.Through SWOT matrix analysis,it can be concluded that FAW has many opportunities in the field of mobility,and the overall positive factors are far greater than the negative factors.FAW should actively enter the field of mobile travel,give full play to its advantages,focus on the stable expansion strategy,and constantly transform and upgrade to the "manufacturing + service" company.In terms of strategy formulation and implementation,considering that mobile travel is a strategic core business that FAW needs to cultivate and invest in for a long time,it can be orderly promoted in three stages: 2019 to 2022,mobility is the emerging business that the group focuses on investment and cultivation,and it is the traction business that drives the group to change the traditional product thinking mode,innovate organizational management,and build new ecology and new capabilities;2022 to 2025,mobility becomes the core business that drives the group's overall transformation and upgrading,through the integrated platform to get through users,products,manufacturing,services,ecology,and comprehensively Support the transformation and upgrading of enterprises;2026 to 2030,mobility has become the main business and important profit source of the group,and the group has completed the strategic transformation from a traditional automobile manufacturer to a manufacturing service-oriented enterprise that provides users with all-round automobile products and services.In order to ensure the effective achievement of the strategic objectives,this paper decomposes the strategy and combs out the strategic focus of the transformation from OEM to mobile travel,that is to cultivate the following three core capabilities: first,build the definition of products and service development capabilities.With user experience as the core,we can have in-depth insight into the market and user needs,and create products and services according to the needs of users and scenarios.Second,build platform design and development capabilities.On the one hand,the travel platform integrates various travel modes to provide online operation services such as vehicle intelligent organization and deployment,vehicle dynamic optimization layout,etc.through big data and algorithm capabilities;on the other hand,the enterprise integrates upstream and downstream industrial resources through the travel platform to get through all aspects of the travel ecology.Third,cultivate the ability of operation and service.By continuously improving operation efficiency and reducing operation cost,we can provide users with safe,efficient,convenient and low-cost high-quality services,and improve user satisfaction and corporate profitability.Based on the above three core capabilities and in accordance with the three development goals of FAW's overall mobility strategy,this paper has formulated specific strategic measures in stages to ensure that the mobility strategy can be implemented and support the effective achievement of the strategic goals.On this basis,this paper also combs and formulates FAW's strategic guarantee measures to continuously strengthen corporate culture,organizational mechanism,human resources,financial management and technical support in the process of implementing the mobility strategy,further strengthening the maneuverability and enforceability of the strategy.