| China has many automotive parts manufacturers and fierce competition.The economic slow-down.Affected by global warming and various environmental problems,new energy automobiles became the national strategic direction.The rapid development of new energy automobiles will drive the development of relevant auto-motive intelligent electronics industry,and bring new challenges and development opportunities to automotive parts manufacturers.As a leading enterprise in the car access and authorization system market segment,H Company is facing raw material cost increasing,automotive price reduction of fierce automotive competition,competition of new entrants.And the industry has been changed from Blue Sea market to Red Sea market.In order to obtain competitive advantage in the Red Sea market and new technology rapid development market,how to improve the competitiveness of enterprises in the process of market development has become an urgent problem to be solved for the development of enterprises.Combined with current situation,based on the theoretical basis of competitive strategy,core competence theory,resource-based theory and dynamic competitiveness,the thesis uses main analysis tools and models of competitive strategy to analyze the selection of H company’s Car Access Authorization business competitive strategy on the basis of literature analysis,interview method and questionnaire survey method.This thesis analyze the external environment faced by H Company by using PEST,combined with Porter’s five forces model to analyze the industry environment,and identify external opportunities and threats.And it quantitatively analyzes these key factors through the EFE matrix,the analysis results show that H company should grasp of external opportunities,especially in terms of national new energy and intelligent automotive macro strategy and new technology market trends.H company also need to avoid threats from low cost competition and product update iteration speed of competitors.According to internal environment,through the segment investigation of H company,found out the advantages and dis-advantages of the enterprise by using the value chain theory analysis method.And quantitatively analyzes these key factors through the EFE matrix,the analysis results show that H company has stronger advantages of group brand resources,R&D ability and experience,cost reduction and efficiency enhancement mechanism.H company need to great concern disadvantages of organization changing and personal changes influence.The SWOT matrix is used to systematically analyze the external opportunities and threats,and internal advantages and disadvantages,the strategic posture was clearly defined,and analyze the feasibility of basic completive strategy.The QSPM matrix is used to determine that the competitive strategy of H Company’s Car Access Authorization business is dominated by the low cost strategy supplemented with differentiation strategy.This thesis further discusses the implementation measures of H Company’s Car Access Authorization business competitive strategy,which should be implemented through lean production management,improve purchase management system,optimize product realization process,improve quality management system,strengthen new technology development,build regional marking and differentiation aftersales service.It also provides ensurance measures for the strategy implementation from the aspects of optimizing the organizational chat,corporate culture construction,management system establishment,human resources system and financial system.The research results of the thesis are based on the internal and external environment of H company.After a large number of research data analysis,the research results have a positive reference significance for the selection and implementation of H company’s Car Access Authorization business competitive strategy.At the same time,they provide a certain reference value for the strategic development of car access and authorization system market segment. |
