Study On Competitive Strategy Of GAC Mitsubishiby

With the development of technologies such as industrialization and automation,the supporting capabilities of the auto industry and the vehicle assembly process have continued to mature,the scale of domestic automobile manufacturing has continued to grow,and more and more capital and resources have joined the automobile manufacturing industry;with the growth of indicators such as per capita disposable income,the domestic automobile consumption capacity is rising,coupled with the "curve overtaking" development of new energy vehicles,the competition between domestic automobile manufacturing enterprises and products is constantly intensifying.GAC Mitsubishi has been established for less than 10 years.Its brand awareness is small,its brand recognition is not high,its production and sales scale is small,and its enterprise and model competitiveness are insufficient.In recent years,production and sales have declined significantly.During the "14th Five-Year Plan" period,it is urgent to improve its own strength to deal with it Intense automotive competition environment.This paper studies the system of GAC Mitsubishi Motors Co.,Ltd.(hereinafter referred to as GAC Mitsubishi),consults relevant literature on the development of the automobile industry,and sorts out the relevant data on the production and sales of passenger vehicles in the past ten years.Through theoretical knowledge of competitive strategy and literature reading,the technical route and direction of GAC-Mitsubishi’s research strategy research are sorted out.By analyzing the internal and external environment of GAC-Mitsubishi,sorting out the industry,enterprise production and sales data and resource capabilities,and judging the problems and dilemmas of GAC-Mitsubishi in the current automobile industry competition.Through the VRIO framework and SWOT comprehensive matrix analysis,combined with the strategic positioning of GAC Mitsubishi,a competitive strategy focusing on centralization and leading total cost was formulated,and medium and long-term development goals and implementation paths for the competitive strategy were formulated.According to the above research and analysis content,the selection and implementation of GAC-Mitsubishi’s competitive strategy are deeply analyzed,and the technical measures,human resource measures,organizational measures,and market measures are carried out to ensure the implementation of GAC-Mitsubishi’s competitive strategy.Through the research on GAC Mitsubishi’s competitive strategy,it will further clarify its market positioning,lay a theoretical foundation for the formulation of the company’s 14 th Five-Year Plan,and enable GAC Mitsubishi to further clarify the future development direction from product layout and market trends,which has theoretical and practical significance for the future development of GAC Mitsubishi.