Study On Competitive Strategy Of FAW-Volkswagen Co.,Ltd.’s Mojie Busines

Since the 21 st century,with the continuous development of Internet,big data and other high-tech technologies,people’s material living standards have also significantly improved.In order to greatly improve the utilization of public resources,the sharing economy has developed rapidly.In recent years,China’s government has encouraged the development of sharing economy,which has become one of the strategic plans for China’s development.In recent years,Didi travel,ofo,harrow bicycle and other companies are the first mobile travel brands in China.This sharing mode makes them successful.In today’s society,people’s demand for cars is increasing.In order to meet the needs of the public and the emerging business model,the State encourages automobile manufacturers to combine with Internet technology to explore innovative development models.Great changes have taken place in the automotive industry,which is no longer confined to the traditional sense of manufacturing cars,but to provide convenient mobile vehicle service.In order to respond to the call of the state,Volkswagen is the first to launch the Mojie travel sharing car service,which caters to the needs of consumers and develops rapidly.In the era of sharing economy,the sharing mode has brought opportunities for the development of enterprises,but there are also many challenges.Founded in 2018,as an emerging brand,Mojie travel,on the one hand,has to be affected by the fierce competition in the same industry,laws and regulations and other external environment;on the other hand,it also faces internal environment problems such as internal team building and how to make profits.Therefore,this paper will study the internal and external environment of Mojie travel,tap the development potential of the brand,formulate its development strategic objectives and related strategic safeguard measures,and apply the relevant theoretical knowledge of strategic management to practice,in order to provide suggestions for the development of Mojie travel.This paper is divided into four parts: the first part is the introduction,this part mainly expounds the background and significance of the topic,and collates and summarizes the domestic and foreign literature on sharing economy and shared vehicles;in the second part,the author describes the general situation of the sharing automobile industry,analyzes and discusses the current situation of the development of mojet travel,and finds out the current situation In the third part,the author carries out PEST analysis,Porter’s five forces model analysis and SWOT analysis to clarify and summarize the advantages,disadvantages,opportunities and threats of Mojie travel;the fourth part,according to the actual situation of Mojie travel,makes strategic planning objectives for it,and puts forward the safeguard measures for strategic implementation.This paper will put forward the development strategy of Mojie travel to provide reference for the development of Mojie travel.The research results play an important role in China’s car sharing industry,in order to provide effective reference for other car sharing companies,which is of great significance to the development of China’s sharing economy.