Research On Competitive Strategy Of Changan-Ford Automobile Limited Company

Automobile industry is a newly-born industry with only several decade years old in China. Compared with developed countries, there is a great gap in product quality and services in automobile industry. In order to form our own national competitiveness and match with international automobile giants, a number of joint ventures are built under the support of the Government, learning and absorbing foreign advanced management and technology. As a result, a great tide which famous international automobile manufacturers enter into the China's automobile market was aroused.In this hot tide, Ford Automobile Company was joked as "Start early, Arrive late". As a back-warder, it is very important for Changan-Ford Automobile Limited Company (hereinafter named as Changan-Ford Company) to find its place in the sharp competitive market, and all the staffs in Changan-Ford Automobile Company paid special attention to this issue. This article is composed of the following four parts:(1) Introduction to the background of Changan-Ford Automobile Company and gave a purpose for this article.(2) It pointed out the shortcomings existing in the actual market by going back to the marketing theory and competitive strategy theory on competitiveness.(3) By analyzing the macro-factors that will affect the development of company, it provided an advice on the direction and environment of developing automobile industry.(4) Through analyzing the competitive situation and competitive opponents, it made a reference for formulating strategy of development while studying the consumer's character and action, it offered a basis for drawing out company's strategy.According to the analysis of macro-economic situation and competitive opponents in automobile industry, combined with its actual competitive situation and strategy, the article pointed out the competitive principle "Consumer-oriented"for Changan-Ford Company. In line with the research on competitive advantage and competitive theory, the article made a conclusion on "differential products and service of competitive strategy". Finally, the article provided the implementing strategy on "the differential marketing strategy" for Changan-Ford Company as well as problems encountered in the implementation and suggestions to solve.