Research On Changan Mazda Automobile Development Strategy

In Year 2015,Macroeconomic continue goes down,Q3 GDP growth 6.9%is the first time under 7%since year 2009,consumption structure need transform and upgrade,In Policy level:Energy saving subsidy restart,Purchasing tax reduce,fourth-stage fuel limits starting,auto industry antitrust investigations greater enforcement…Domestic automobile market remains in the doldrums,In circumstances that downward pressure,excess capacity,high industry concentration and new products accelerated launch,TP continue down,automobile business goes with risks.China's auto market has been a golden decade,CMA should consider the serious issue that how to gain a place in the fierce competition,how to correctly judging the market trends by excluding restricted licensing policy and using tax concessions good news,how to reform of brand value operation to finally improve the enterprise value by improve brand value and product self to lead dealers to achieve the goals of sustainable development.This article draw up the company's development strategy and provides recommendations base on studying and learning of modern enterprise strategy management theory to analysis the internal&external environment of CMA,benchmarking with industry competing products to ensure the development strategy can be implemented smoothly.First,the article identify the external opportunities and threats by using PEST analysis method to analyze the macroeconomic environment in four aspects of industrial policy,macroeconomics,consumer preferences and technology development,and use Porter's five forces model to analysis automobile segments market,competition status,supply chain development situation.Secondly,the article identify the company's strengths and weaknesses by analysis of business process including products import,R&D ability,production,logistics,operation and sales,benchmarking with industry mainstream JV brands.Finally he article indicate CMA should execute Characteristic of Quality strategy as a long-term core development plan base on SWOT and QSPM analysis by considering of auto market fierce competition that personalized of brand and service changed from homogenization and CMA currently operation status.and provides supporting recommendations on R&D,manufacturing,marketing,financial and human resources,and recommends that the company can use the financial,import cars,2nd hand business to execute diversification strategy to expand business area,develop after-sales market,innovating the mode of e-commerce Marketing to increase market competitiveness of the product and achieve sustainable development.