| In the development of global economic and trade,enterprises as trade carriers bear the pressure and challenges from all aspects.In order to maintain the benign development momentum of enterprises and to survive forever in the process of continuous changes in the global market environment,enterprises need to continuously improve their own Core competitiveness.For the manufacturing industry,especially the automotive industry,with the investment and development of new energy in various countries in recent years,all models and brands are facing a new pattern,and Changchun Marelli Auto Lighting System Co.,Ltd.is constantly in this environment.Facing the challenge of enterprise survival and development.Development is always the essence of an enterprise 's strategy.The development direction,development speed and quality,development points,and development capabilities are oriented to enterprise development and provide systematic and effective solutions to enterprise development problems.This article takes Changchun Marelli Auto Lighting System Co.,Ltd.as the background to study the problems of enterprise development strategy,focusing on the development status and existing problems of Changchun Marelli Auto Lighting System Co.,Ltd.,to study the company's development environment,analyze and formulate effective development Strategies to meet the development needs of enterprises,aiming to provide relevant theoretical basis for the auto parts industry and related companies how to continue to develop under the situation that the traditional auto industry is about to enter the bottleneck period,and provide references for enterprises to formulate practical development strategies.First,the background and significance of the research on the development strategy of Changchun Marelli Auto Lighting System Co.,Ltd.are elaborated,the method and content of the enterprise's development strategy are analyzed,and the domestic and foreign development strategy theories and corresponding research results are summarized.Secondly,the development history of the Marelli Group and Changchun Marelli Auto Lighting System Co.,Ltd.and their development status in the domestic automotive lamp market are introduced.The problems and corresponding reasons in the development process of the enterprise are identified,and the specific measures for implementing the development strategy are lacking.,Enterprises lack suitable development opportunities,and the cost control pressure is increasing.Thirdly,it analyzes the development environment of the company in the strategic area,and uses the PEST analysis method to deeply analyze the macro environment of the company.Both the latest impact of the global outbreak of new coronary pneumonia and Brexit,and the country are also described.It also expounds the corresponding policy support of the country.Using Porter's five-force model to analyze the domestic auto lamp industry and its upstream and downstream supply chain competition.Use value chain analysis theory to explore the core competitiveness of the enterprise from several aspects such as the organization structure of the enterprise,the company's business capabilities and the company's corporate culture.According to the SWOT model,it analyzes the internal advantages and disadvantages of the enterprise,the opportunities and threats of the external environment,and summarizes the expansion SO strategy,diversified ST strategy,reverse WO strategy,and defensive WT strategy to provide the optimal strategy for the development of the enterprise.select.Finally,based on the above analysis results,combined with the relevant development strategy theory and strategic management process theory to determine the enterprise development strategy.Changchun Marelli Auto Lighting System Co.,Ltd.should focus on development in the short term,and use an expansionary development strategy to provide a capital basis for further development and growth;in the medium term,through integrated development strategies,further development in related fields,at this time,we must strive to support new energy vehicles and the government Development opportunities related to the project;long-term strategic goals of diversified development can be achieved through mergers and reorganizations within the group,to avoid risks brought by single products and services,and to achieve the goal of long-term development and growth of the enterprise.By analyzing the actual problems faced by the enterprise,this is used as the basis for choosing a development strategy.To clarify the development strategy that companies should adopt in the domestic automotive industry in the northeast region,and in the process of strategy implementation,through the establishment of high-quality corporate culture,improvement of internal organizations,localization of human resources,salary incentive mechanism,and improvement of R & D capabilities,etc.To ensure the perfect implementation of enterprise development strategies. |
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