The Research On Development Strategy Of Glass Product Of C Company On China Auto Market

As China’s auto industry goes into the stable growth,the auto glass has also stepped into the deeper development,to be more eco-friendly,more power-saving,safer,and smarter with more functions integrated.This paper aims to generate tangible development strategy for C company entering China auto glass market and long-term development.The strategic goal is expected to be accomplished after the analysis on the external environment,internal resources and capabilities.The overall step-by-step analysis is made based on the strategy management theory applied on C company’s detailed conditions.This paper includes PEST analysis for external environment,uses Porter’s five-force model and external factor evaluation matrix for industry analysis,and applies SWOT analysis with quantitative strategic planning matrix to draw out strategic alliance for general strategy,focus for competitive strategy,RD,HR and marketing focus for functional strategy.To ensure the smooth execution of development strategy,this paper lists some measures for strategy execution and guarantee.The measures focus mainly on financial management and internal control,product and technology innovation,market promotion,product quality management and human resource development.