Research On The Development Strategy Of FS-WKW Automotive Parts Company

FS-WKW Automotive Parts Company(hereinafter referred to as "FS-WKW Company")was established in 2017.As one of the core suppliers of FAW-VW FS branch(hereinafter referred to as FAW-VW FS Factory),since its establishment,the company has been in line with the business philosophy of "quality first,customer supreme",continuously and stably providing customers with qualified automobile interior and exterior decoration products,winning the recognition and praise of customers.But recently,FS-WKW Company is affected by the double uncertainties of the sales performance of traditional fuel vehicles and the sales prospect and sales volume of new energy vehicles,and the internal management cost continues to rise,which brings great challenges to the company's future development.The company is facing the situation of serious brain drain,high cost,serious profit decline,increasingly poor customer reputation and less and less supply share of the main engine factory.If we do not change our thinking,it will be very difficult for us to develop in the future.FS-WKW Company should choose its own development strategy to lay a good foundation for its long-term development.Starting from the general trend of the development of the automobile industry,this paper analyzes the new situation faced by the automobile industry at present,and expounds the research background and significance of the company in combination with the general situation of FS-WKW Company.Based on the relevant theories of the enterprise development strategy management,this paper comprehensively expounds the research methods,research contents,literature review and theoretical basis of the strategy.The second part introduces the development process of FS-WKW Company,expounds the problems faced in the development process,and finds that the enterprise has no guidance of long-term development goals,there are a series of problems suchas unreasonable organization framework,insufficient personnel capacity,weak supplier management,insufficient factory intelligent procedures,high internal management cost,etc.In the third part,in view of the impact of the changes in the external automotive industry environment,combined with the actual development of FS-WKW Company,PEST analysis method and Porter's Five-Force model are used to analyze the problems faced by the company.That is,the competition among peers is more intense,the potential competitors are more powerful,the threat level of substitutes is not high,and the bargaining power of suppliers and buyers is weaker.By using SWOT analysis method,this paper analyzes external opportunities and threats as well as internal strengths and weaknesses of FS-WKW Company,and provides four development strategies.The fourth part,FS-WKW Company has determined the company's development strategic objectives in combination with its own development needs and development strategic direction.Through the above analysis,it is found that the external opportunities of the company are obviously greater than the threats,and the internal disadvantages are also more obvious than the advantages.Therefore,it is suggested that the company should take advantage of external opportunities to improve its own disadvantages,and adopt vertical integration strategy,technology innovation strategy and intelligent information strategy to assist the implementation.In the process of strategy implementation,targeted measures should be taken in four dimensions: leadership support,financial support,corporate culture construction support and quality and technology support.Through reasonable allocation of existing resources,FS-WKW Company can achieve sustainable development.It is hoped that the research in this paper can provide more meaningful reference for FS-WKW automotive Parts Company to achieve long-term development and prepare for the realization of the Company's future development goals.