Research On Competitive Strategy Of AY Auto Parts Chain Enterprise

This paper started a new perspective to study the theory of competitive strategy.At present,there are little researches related to the auto parts chain area.In order to enrich the relevant cases and fill in the gaps of this study field,this paper takes AY company as an example to carry out a special research.At present,our country has a large automobile aftermarket scale above 1 trillion RMB,and the market is full of competitions.As an important participant of automobile aftermarket,auto parts chain enterprises also have many problems.This paper takes AY company as an example to carry out a study from personality to generality.Firstly,the paper makes a brief introduction to the situation of AY company and expounds the existing problems.Secondly,the internal and external environment of AY company is analyzed.Then,I deeply studied the current situation of AY company and explored the resources and capabilities owned by the company.Finally,a feasible competitive strategy and implementation scheme are designed.Under the guidance of strategic management theory and competitive strategy theory,this paper conducts an all-round analysis by using a variety of strategic analysis tools,such as PEST,SWOT,five forces,value chain and VRIO framework model,etc.In addition,this paper also focuses on a comprehensive analysis of AY company’s benchmark enterprise NAPA,a well-known brand in the field of auto parts chain in America,which also can be used as a benchmark enterprise in the field of auto parts chain in China.Through the research of typical domestic and foreign auto parts chain enterprises,the participants in the market will have an overall understanding of the development status of domestic and foreign enterprise,and get some inspirations when they make their future competitive strategy.