A Study On The Company Competitive Strategy Of HPCY

The value chains of automotive market Industry have been transferred from the auto manufacturing market to the automotive aftermarket services industry with the development of Chinese automotive industry. The automotive aftermarket shares are now several times of the auto manufacturing market and it's developing with high speed too. A lot of small and medium-sized enterprises have entered this industry and result in a scattered market pattern, at the same time reduced the whole enterprises'profits. The wide-opened market is apt to absorb the foreign capital, and the whole industry is faced with cut-throat competition.As a local enterprise in Fujian province, HPCY concentrated on increment of automotive aftermarket for nearly 20 years, and experienced four crucial adjustments. Great changes have taken place in the corporation during the past 20 years and now, HPCY has nice operation and management, and become one of the best enterprises in Chinese automotive aftermarket services industry. How to maintain the leadership position and seek better development, is worthy of careful consideration for the bright prospects. This thesis, which is based on the PEST and SWOT methods and Competitive Strategy Theory by Michael E. Porter, makes an analysis of the condition and position for the company, as well as a description of the enterprise's competition strategy, that is, concentrated alienation.The thesis is divided into five parts. The first chapter mainly introduces the related circumstance of the automotive aftermarket services industry, the history and development of HPCY, and elaborates the management and supervision, coinciding with the stratagem problems. The detailed analysis of exterior environment and internal surroundings, which is based on PEST methods, as well as a broadcast of after-auto services industry prospects, will be made in the second chapter. The third chapter introduces the operation pattern and value chains of the enterprise, then analyses the advantage, disadvantage, opportunity and challenge of the company with the SWOT model. The fourth chapter chiefly explores the choices of the competitive strategy and makes a conclusion for the basic competitive strategy. At the last part, the mainly concrete measures are enumerated, including the HPCY brand, professional services conduction appearance, business scope and layout model, regional aggregate competing planning, matching of organizational structure, culture and competitive strategy.