Research On Development Strategy Of DML Company’s China Automobile Rental Business

With the steady development of China’s economy,the people’s material living standards are gradually improving,and the awareness of environmental protection is increasing.Especially in recent years,the car rental industry has made great progress with the popularization of "sharing".As the car rental industry has the attributes of resource sharing,green,economic and broad development space,domestic and foreign capital began to flow into China’s car rental industry,the scale of the rental market has gradually expanded,and the competition among car rental enterprises has become increasingly fierce.As a world-renowned luxury car brand company,DML Group Leasing Company entered the Chinese rental market relatively late.Faced with the huge potential market scale of China’s rental market and some well-known domestic rental enterprises,the development of DML Group’s Chinese car rental business is facing severe challenges,opportunities and challenges.This paper first introduces the concepts and strategic management theory of automobile leasing,then introduces the general situation of DML Group’s leasing business,focusing on the characteristics and advantages of its operating leasing products,financing leasing products and time-sharing leasing products,then uses PESTEL analysis method of SM theory to analyze the external macro-environment of the company;uses SWOT analysis method to establish SWOT matrix to determine DML company.The main opportunities,threats,strengths and weaknesses faced by the company are discussed.Then several strategic development directions are put forward.The final strategy is expansion strategy,rapid expansion of market scale,personalized development of car rental business services,product and service portfolio development,and joint venture strategic alliance development mode.After choosing the corresponding development strategy,DML company needs cooperationfrom the national level and enterprises themselves in many ways to ensure the steady implementation of enterprise development strategy.This paper is expected to be helpful to further optimize the development of DML’s car rental business in China.At the same time,it hopes to provide some reference value for other leasing enterprises’ business development strategy,so as to improve the overall level of China’s car rental business steadily.