Research On The Development Strategy For Lingnan Bus Group Co.,Ltd.

Urban public transportation is an important component of public transportation in various large,medium,and small cities,and is also one of the main means of transportation for green travel of urban residents.Although more transportation options have emerged with the development of cities,due to the public welfare,serviceability,sharing,and high passenger carrying characteristics of public buses(electric vehicles),the level of urban public transport passenger traffic still accounts for a large proportion of all transportation modes.In recent years,because of the unceasing improvement of China’s economic and social development level,the expansion of urbanization,the diversified development of transportation and travel modes,and other factors,the urban public transport passenger flow has decreased significantly.Since the outbreak of COVID-19,personal mobility habits and travel have changed tremendous,and the bus passenger flow in cities across China has declined irreversibly,further exacerbating the operating difficulties of the public transport industry.With the introduction of national policies such as building a "transportation power" strategy,public transport priority,regional integrated transportation,and the gradual recovery of national economic production in the post COVID-19 epidemic period,it will bring huge adjustment challenges and opportunities to the urban public transport industry in the future.Lingnan Bus Group Co.,Ltd.studied in this article is a large state-owned bus enterprise in South China.Lingnan Bus Group Co.,Ltd.,formed by the integration of multiple state-owned bus enterprises,is the largest bus enterprise in Guangdong and even South China.It is the largest public transport enterprise in Guangzhou and even in South China.However,with the changes in the market environment and the rapid development of the industry,Lingnan Bus Group has also exposed a series of problems in its development process,such as a significant decrease in operating income,imbalanced business development,lack of high-end talent,and insufficient development of innovative business.In the face of the gradual recovery of the current domestic and international economic situation,under the continuous guidance and support of the current national policy,urban public transport is developing towards refinement,informatization and high quality.Lingnan Bus Group Co.,Ltd.must grasp the opportunities of the external environment,avoid the threats of the external environment,put into great play to its own human resources,network and vehicle resources,brand resources,data resources and other resource advantages,and avoid the lack of enterprise innovation talent reserves The human resource structure is unbalanced and weak,and diversified businesses are developed to ensure the sustainable and healthy development of enterprises.First of all,this paper studies the existing circumstances and development tendency of the urban public transport industry against the background of the market environment of the transportation industry in the later epidemic period,and comprehensively analyzes the internal and external environment of Lingnan Bus Group Co.,Ltd.by using the relevant theories of enterprise strategic management and PEST tools,five-forces model,EFE matrix,IFE matrix,SWOT analytic and other analysis tools.Secondly,the SWOT analysis tool is used to analyze the current strengths and weaknesses of the company,the opportunities and challenges of the external environment in detail,and the strategic objectives are formulated based on the analysis.Develop the company’s development objectives according to the short,medium and long term.Thirdly,through the use of SWOT analysis and QSOM matrix quantitative analysis,it is concluded that Lingnan Bus Group should leverage its own scale and industry leading advantages,and choose a growth oriented SO strategy as the leading strategy,supplemented by other strategies..After the selection of SO growth-oriented business strategy has been clarified,specific measures have been formulated to promote the recovery of public transport passenger flow,develop innovative businesses,improve internal management efficiency,and continue to carry out green and low-carbon innovation projects.Finally,according to the strategic objectives and strategic choices,a number of security measures,including strategic control organization mechanism and security,human resources security,corporate financial security,and corporate culture security,are put forward to ensure the realization of corporate strategic objectives,so that Lingnan Bus Group Co.,Ltd.can continue to maintain the leading position in the industry and develop in high quality.