DH Company Development Strategy Research

China’s commercial vehicle market is developing rapidly,"green,low carbon,intelligent network connection" will be the inevitable development trend of the new generation of commercial vehicles,under the background of "dual carbon" goal.For commercial vehicle enterprises,how to take advantage of the trend,make good use of the relevant policies of new energy vehicles,accelerate the development of a new track,and establish new advantages of development is crucial.In this paper,Dandong Huanghai Automobile Co.LTD.(hereinafter referred to as DH Company)is selected as the research object.DH company is located in Liaoning Province,the "oldest industrial company" in the People’s Republic of China,and its development status is very representative in the commercial vehicle industry.In this paper,case analysis,literature research and survey analysis are adopted.Taking the theory of enterprise strategic management,new product development strategy,technological innovation theory and brand marketing theory as the theoretical basis.Using PEST analysis to conduct macro analysis from the political,economic,social and technological environments.Using Porter’s five forces analysis model,the industry environment was analyzed from the competitiveness of existing competitors,the ability of potential competitors to enter,the threat ability of substitutes,the bargaining power of suppliers and the bargaining power of buyers.Establish internal and external factor evaluation matrix and SWOT analysis matrix to analyze DH’s internal strengths and weaknesses,opportunities and threats.Studies have shown that DH’s development in strategic positioning,product research and development,business promotion,customer management and other aspects is unreasonable,resulting in low market share of products,and enterprises have not formed competitive advantages.The findings of this paper form sound recommendations.The research results can provide reference and direction for the strategic formulation of similar enterprises,help the development of new energy commercial vehicles to enter a new mode and low-carbon travel,with strong practical significance.