Research On The Core Competence Evaluation And Strategy Upgrade Of BJA Company

With the growth of China’s automotive market increasing,China has been the largest automotive consumption market.Many famous automotive manufacturers build up production plants in China.Car seat is an important part of automotive interior,so car seat suppliers have also build plants in China.For example: in Beijing,the annual production output capacity and annual demand for car seats reached 2:1.In this background,how can the enterprises maintain market shares and win the competition and ensure the enterprises growing healthy is most significant.This article selects BJA who is a joint venture company with Adient and BHAP(Beijing Hainachuan Automotive component co.,LTD.).For this paper,using literature review,expert interview,questionnaire,combining the current market situation to build BJA core competitiveness evaluation dimensions,confirmed 27 evaluation indexes.Using analytic hierarchy process to analysis,finally get the rating value,then create the core competitiveness promotion strategy for BJA.The results showed as followings:(1)According BJA enterprise structure,organization structure and market share,combined with BJA current competition pressure,analyze the gap between BJA and other competitors and confirmed that BJA’s advantage is manufacturing and process technology,products healthy.good brand and enterprise culture are recognized in car manufacturing field;The main disadvantages are product R&D ability and high conversion cost.In order to get more market share,BJA needs to improve its core competitiveness for market competition.(2)Based on investigation of consumers,expert interviews and discussions with the company’s management,combined with BJA actual situation,the core competitiveness of BJA is determined from five dimensions: Conversion cost,product health and safety,product R&D,enterprise culture,and process technology.On this basis,the evaluation index system of BJA enterprise core competitiveness is confirmed which contains 27 indicators,include 5 first-level indicators,and 22 indicators in second-level.Through experts scoring and AHP analysis,analyzing result is carried out on the index for BJA’s core competitiveness.The results show that the main indexes that affect the core competitiveness of BJA are conversion cost 27%,product health and safety 8%,R&D 22%,enterprise culture 22%,and process technology 21%.(3)Based on the above analysis,strategies for BJA to improve its core competitiveness are conversion cost,product health and safety,product R&D,enterprise culture,and process technology.Conversion cost can be reduced by labor reduction and production efficiency increasing,consumables controlling,TPM improving and spare parts reducing and energy consumption reduction.R&D should strengthen the recruitment and training,improve their own R&D ability.At the same time,strengthen the cooperation with Adient R&D support center to obtain more resources and support.In terms of enterprise culture,the company should adjust its strategy timely according to market changes,so that the company always maintains excellent enterprise culture and attracts more talents to join;In terms of process & technology,combined with the development of science and technology,the existing process technology is further optimized and innovated,corresponding to the call of national low-carbon environmental protection,Keep process & technology innovation for car seat.This paper can hoped to enrich the relevant theories of the core competitiveness of automotive seat suppliers by analyzing the rate and promotion strategies of the core competitiveness,so as to provide reference for the development of the strategies promotion of the core competitiveness for automotive seat industry.