Strategic Study On The Development Of Shenlong Motor Co,. LTD

China's entry into WTO, and the economic globalization provide a lot of prospects in economy in China. But at the same time, they set high demand to the national enterprises especially the automobile industry, which is faced with a great deal of challenges "Survival of the fittest". In this situation, without proper development strategy, it is difficult for enterprises to survive and develop.Supernatural Dragon Company, having experienced the historical stage of the great construction and production, has the ability of producing 150000 cars and 200000 engines annually. It is one of the few domestic enterprises manufacturing large - scale automobiles. At present, opportunity and challenge co-exist. Faced with China's entry into WTO, and the increasingly keen competition at home and abroad, how to develop drastically and be strong is a strategy problem the Supernatural Dragon Company should consider.This paper mainly applies the comprehensive strategic management model of Fred. R. David, the strategic management of U.S.A. and various kinds of strategy analyzing technology and relevant theories. It studies the mid-term and long-term development strategy of Supernatural Dragon Company beginning from the middle year of 2002, analyzes systematically the chance and threat of external environment in current company management and the advantages and weakness of internal condition, of the company. Finally, on the basis of the competitive development strategy that the company should adopt, this paper points out the key strategy aimed at home automobile markets, develops two series of brands (Donfeng Peugeot, Donfeng Citroen) and platform modes, structures key talent " Gold Triangle". Through optimizing mechanism, staff innovation and learning ability cultivation, company cohesiveness improvement and formation of advanced enterprise culture-"four -wheel driving", the strategic thinking with core competence has been built up, which involves five fields such as technology, quality and cost management, market, supply chain and service trade. What 's more, this paper makes certain exploration on the appraisal and optimization of the development strategy of Supernatural DragonCompany.