Research On Strategic Transformation Of Geely Group

At present,the global economy shows a low uneven recovery trend,China’s economy presents a new normal driven by slow growth,structural optimization,innovation,the new normal is not only the process of economic transformation,but also the process of risk release.At the same time,in order to deal with the re-industrialization of European and American countries,the homogeneous competition of emerging countries and the dual challenges of domestic and foreign countries,Chinese industry must realize the transformation from "made in China" to "created in China ".As an important part of China’s industry,the automobile industry needs to deepen the reform in industrial ecology,industry pattern and growth motive force.In 2019,a century-old event is taking shape.The automobile industry in China is great change.The rise of new car-making forces,the restructuring of the industry and the restructuring of the industrial pattern are a fierce baptism for the Chinese automobile market.At the same time,the automobile industry,as the pillar industry for the development of the national economy,has a strong ripple effect and driving effect.It can create a higher employment rate and is also an important standard to measure the overall level of a country’s manufacturing industry.This paper analyzes the current development strategy of Geely Automobile Group by using the theory of strategy and strategic transformation,points out the shortcomings of the current development strategy,uses the combination of PEST analysis,SWOT and AHP analysis to analyze the environment and conditions of the strategic transformation of Geely Automobile Group,and puts forward the choice of strategic transformation,from SO strategy to ST strategy,that is,from high-speed expansion strategy to low-speed and high-quality development strategy,and finally puts forward the implementation measures and safeguard measures of the transformation strategy.Hope to Geely Automobile Group’s current and future development has a certain reference role,but also hope to provide reference for other independent brands and potential car companies to fully enter the automotive industry strategic policy formulation.