Research On The Competitive Strategy Of Auto Parts Company B

China’s automotive industry has achieved rapid development after China’s accession to WTO.In past dozen years,China’s auto industry has quickly completed the construction and layout of the vehicle and auto parts industrial chain,and has played an important role in the global auto industry system.However,since 2018,the growth rate of China’s auto market has slowed down,and the development of the auto industry has entered a period of new normal.Vehicle companies and auto parts companies are facing more severe pressure for transformation and upgrading than before.This paper takes Company B as the research object.Based on a brief analysis of the auto parts industry in which Company B is located and a brief introduction to Company B’s basic situation,development situation and development goals,this paper puts forward the analysis ideas for the competitive strategy of Company B.This paper uses PEST analysis method,Porter’s five forces model and competitor analysis to analyze the external competitive environment of Company B,and uses the value chain analysis method and VRIO model to analyze the internal competitiveness of company,in order to find out the strategic influence factors in the SWOT analysis,which include strengths,weaknesses,opportunities and threats of Company B.It is determined that Company B should adopt a differentiation strategy that uses external opportunities to expand internal strengths and overcome internal weaknesses.The competitive strategy includes five strategic contents and safeguard measures:maintaining customer resources,developing customer market,exploring cooperation mode,enhancing technological innovation and improving human efficiency.This paper hopes to provide reference ideas and methods for strategic research of other small and medium-sized auto parts companies by analyzing the competitive strategy of B Company.