A Business Strategy Research Of Jinan Yuetai Auto Parts Company

With the background of Jinan Yuetai Auto Parts Company, Combing macroscope and microscope, qualitative and quantitative analysis, this thesis studies the operation strategy in Yuetai with great realistic significance.Applying PEST analysis method, Porter model and EFE matrix, the thesis evaluates the marcoenvironment, industry environment, and competition situation, and also analyses the exterior chances and threats faced by Yuetai Company. By resources condition analysis, core competitiveness and IFE matrix, it analyzes internal environment in Yuetai, and make sure the strengths and weak points of the company. Through the analysis of SWOT matrix, the thesis choose the company's strategy and then confirms the company' s basic strategy, including the product-market strategy, differentiation strategy and the product development strategy. With QSPM matrix, it confirms that Yuetai company continues to strengthen auto parts selling business by market-penetrating strategy, comes to auto parts manufactory industry by backward integration strategy to produce Yuetai products, and even becomes a leading company with good rewards in auto parts field. From the cost focus and focused differentiation , it discuses the company, s competition strategy, and determines that the company' s strategy for selling business choice is focused differentiation, while the strategy for auto parts manufacturing choice is cost focus. At last, the thesis also discusses the implementing procedure of operation strategy, and offers suggestions in brand-implementing strategy,organize-perfecting designing, human resource training, developing electric business to increase the information procedure, enhancing service minds to carry on service selling and establishing the enterprises culture and so on.