Research On The Competitive Strategy Of D Company

After the reform and opening up,Chinese automobile manufacturing industry has made considerable development.Chinese consumption structure and consumer groups have also changed dramatically,the car has become one of the most important ways of transportation.A large number of world passenger vehicle giants enter into the Chinese market.They put the joint venture,and imported cars from oversea directly.Passenger vehicle industry has achieved explosive growth.Although Chin ese passenger vehicle market maintained rapid growth around 2014,the growth rate started to slow down.Passenger vehicles grew 6.5%in first half year of 2015,which is slowed down than expected.The car appeared negative growth for the first time from 2008,which the car fell 4.4%.The industry was depressed in a short time.The capacity of many factories was on the shelf.Cutting inventory became the hot topic.Car factories,the media and customer have a lot of opinions on this situation.The passenger vehicle manufacturers have to increase promotional efforts.Such as the Shanghai Volkswagen cut off the official price.Industry competition is unusually fierce.As the second tier joint venture brands in China's passenger car market,D company has been to maintain rapid growth before 2014,and achieved a good result in the industry sales,which ranked the eighth of the passenger car market in 2014,but fell out of the top ten in 2015.A part of production line was stop during the middle of 2015.The lead of company was changed at the same time.The impact of the problem,such as product design capabilities,brand influence,internal organizational structure,sales channels and some other aspects,gradually revealed.In the new situation of passenger car market,D company needs to analyze the current situation,adjust the strategy in time,and ensure the sustainable development of the enterprise.This paper takes the second tier joint venture brand D company as an example.Through the analysis and research of the passenger car market environment and enterprise itself,it found that Chinese strong purchasing demand,good industry policy,local support and high quality of cheap industrial workers make China passenger car market still has a lot of room to grow,which also facing energy-saving emission reduction,independent research and development technology,new energy vehicles,Internet sales platform for the impact of traditional automotive industry.D company has several problems,such as the lack of brand strength,independent research,and the development of talent,but its shares of the company's strong design capability,the introduction of high cost,parts supporting system stability will be a strong guarantee for future growth of enterprises.Form the view of competition between car factories,the car market has been an oligarch one.D company has an opportunity to use the strength to overstep the opponent.According to the content of analysis,this paper concludes that D company needs to adopt the competitive strategy,which is to enhance the enterprise's future influence and competitiveness through four aspects:development mode,product design and service,brand image.D company needs to develop the ability of manufacture,short down the cost,and pay close attention to the localization of research and development.At last,D company needs to develop measures from three aspects,which is promoting the cultural strategy,organizational change,marketing innovation,in order to ensure the realization of the differentiation strategy.