The Research On Coach Development Strategy Of Changan Company

The nature of strategy is a process to help enterprise acquire and confirm the partial or overall advantage in competitive growth relying on the overall thought method such as the systematic theory. The problem what the enterprise strategy mainly solves is that, in the face of the opportunities and challenges, to adjust the organization structure , redistribute the production factors effectively for reaching the established market goal in order to obtain the economic profits and attain the survival as well as development in allusion to its own advantages and disadvantages.The coach is one of the vehicle products that start at the latest but develop most rapidly in Chinese automobile industry. With the acceleration of the highway construction in China, development of the touring market and city modernization, the demand for the coach from the society increasingly blooms. Under the bright macro-situation, it is essential for Changan, as one of the main enterprises in automobile industry, to study the development of the coach market and to work out a strategic plan with pertinence so as to determine whether ,when and how to enter the coach market and confirm the issues of development direction and mode.Adopting the relevant theories about strategic management ,starting from the current conditions of the enterprises, with the qualitative and quantitative analysis method, combining the policy guidance of the national macro-industry, the development tendency of industry, choice of the market, advantages and disadvantages of the enterprise, exterior chances and risks, this article definitely proposes that: the development strategy of enterprise should follow the way of "Introduce from overseas and combine with the domestic enterprises, and take the company as the base" to improve the ability for technical development in great efforts; implement the cost leading strategy to cut down the product price; occupy the high-speed travel transportation market, exploit the city bus market, and actively exploit the overseas market at the same time to acquire the new market demand. This article also provides the operable solution to its implementation for the above mentioned advice.