Research On Competitive Strategy Of Sheet Metal Spray Business Of CHC Automotive Technical Service Co.,LTD

As the saying goes: clothes make the man,and gold makes the Buddha,the same reason,the car also depends on painting.The paint of the vehicle can not only play a good role in the protection of the vehicle in the complex and changeable climate environment,but also can visually convey the personality of the owner of the car,the car is also known as the flow of arts and crafts.At present,the automobile has become an indispensable means of transportation in life.At the same time,with the popularity of the automobile and the growth of the service life of the vehicle,the vehicle paint problem is also paid attention to by more and more owners.In this environment,the CHC company stamping injection business market potential is huge.In recent years,with the growth of the total number of vehicles in China,expanding the size of the automobile market,policies and regulations of the automobile industry and market supervision system constantly improve,the monopoly situation of 4S shops was broken,automobile repair enterprises in a more and more fair market environment competition,promoting the development of the automobile industry.As an automobile repair enterprise,CHC company can achieve long-term development in the future competition only by continuously enhancing its own competitive advantages.In this paper,CHC company as the research object,on the basis of consulting domestic and foreign references,the use of competitive strategy theory,as well as EFE matrix,IFE matrix,CPM matrix,PEST analysis model,Porter’s five forces model and other tools,the company’s plate injection business external macro environment,industry market environment are fully analyzed.Determine the external opportunities and threats faced by plate spraying business of CHC company;Internal environment analysis from the current situation of the enterprise,the enterprise resources and the enterprise ability three dimensions of in-depth analysis,determine the internal advantages and disadvantages.EFE matrix was used to analyze the key external factors,and the external opportunities and threats were quantified,with a weighted score of 2.83.The key internal factors were analyzed by IFE matrix,and the internal advantages and disadvantages were quantified.The weighted score was 2.63.Put the previous opportunities,threats,strengths and weaknesses into SWOT matrix for combination analysis,and formulate four types of strategies(SO strategy,WO strategy,ST strategy and WT strategy)as alternative strategies to be adopted.Quantitative strategic planning matrix(QSPM matrix)was used to optimize alternative strategies and determine the differentiation strategy of CHC’s stamping injection business.In order to ensure the implementation of the differentiation strategy of sheet metal injection business of CHC company,four implementation measures,including sheet metal injection quality differentiation,sheet metal injection service differentiation,sheet metal injection channel differentiation and sheet metal injection brand differentiation,were proposed.The guarantee measures for the implementation of five functional strategies,including organizational structure guarantee,human resources guarantee,stamping injection quality guarantee,brand strategy guarantee and corporate culture guarantee,were proposed.Two risk control measures,audit control and human resource control,were proposed.The implementation of the above measures helped CHC company to maintain continuous competitive advantages in the plate spraying business.