Research On Strategy For Developing Of Interior Product In FAW-VW

The automobile industry is an important pillar industry for the national economy’s development and has a close relationship to the national economy’s development.Its development can effectively promote the development of the national economy.In recent years,the automobile market is experiencing unprecedented rapid development,and the development trend of automobile related products is changing with each passing day.With the continuous deepening of the new three modernizations transformation of the automobile industry,the support and guidance of national policies,the improvement of people’s living standards,and the continuous innovation of consumers’ daily travel modes and vehicle use scenarios,the automobile has transformed from a simple means of transportation to an intelligent third living space,which brings new development opportunities to the research and development of automobile interior products.FAW-Volkswagen Automobile Co.,Ltd.,as the first modern passenger vehicle enterprise in China to start construction on the basis of economic scale,has been deeply distributing the domestic market with its forward-looking strategic vision since its establishment more than 30 years ago,and constantly leading the technology and consumption trend of China’s automobile industry.However,with the increasingly stringent policies and regulations of the domestic automobile industry,the demand of new generation of consumers is increasing,and the market competition is becoming increasingly fierce.The company is facing problems such as the decline of profits and sales,the lack of user appeal of products,and the lack of technological innovation.The superposition of these problems will directly affect the company’s sustainable and healthy development.In the context of the continuous promotion of Industry 4.0,the company’s R&D should reasonably allocate resources,develop new interior R&D strategies,give full play to its own advantages,take advantage of external opportunities,continue to innovate and make breakthroughs,maintain competitive advantages,and improve the market position of FAW-VW.This paper takes FAW-VW interior trim products as the research object.First,combining with the development status of domestic and foreign automobile industry,it introduces the research background and significance,research content and means.Secondly,introduce the research and development status of FAW-VW interior products,put forward the existing problems at the present stage on the basis of strategic management theory and literature review,and conduct in-depth analysis of the causes of the problems.Thirdly,the external environment of the company’s R&D is analyzed by using the strategic analysis tools PEST model and Porter’s five forces model,and the internal environment of the company’s R&D is analyzed from the four dimensions of resources,process system,personnel team and culture.At the same time,the SWOT model is for analyzing the internal strengths and disadvantages,external opportunities and threats,and the SWOT matrix is constructed.On this basis,four alternative development strategies are proposed.Finally,by comprehensive comparison of various influencing factors,from the external perspective,the prominent position of China’s automobile market,the transformation of the new three modernizations of the automobile industry,the good development trend of new energy vehicles,the national policy to encourage R&D innovation,and a strong supplier base can provide greater development opportunities for the company’s research and development.From the internal perspective,the company’s research and development in a strong R&D system,good market reputation,high-quality talent team The leading hardware equipment and other aspects have advantages,so the growth strategy is proposed as the research and development strategy of FAW-VW interior products.In combination with the overall direction of the growth strategy,we have formulated strategic objectives for the research and development of FAW-VW interior products,put forward the localization product strategy,process optimization strategy and technology innovation strategy,and ensured the implementation of the research and development strategy through the organizational efficiency guarantee,system process optimization,digital transformation and upgrading,and cultural construction and other strategic measures,so as to maintain the competitive advantage of the enterprise and continuously improve the market position of the enterprise,Improve the profitability of enterprises and realize the healthy and sustainable development of enterprises.