A Research On Bus Air Conditioning Competitive Strategy Of JINLI Company

Passenger bus air-conditioning is one of the key components for increasing its comfort, with the global climate warming and the people living standard increasing, passenger car air-conditioning has gradually become the most popular items among the auto accessories, also become one of the main elements of the competition, and so the competition got stronger in the air-conditioning market. Since Jin Li Company was established, and with the rapid development of bus air-conditioning industry, the company's business pattern has been turned into refinement of the operation from extensive management. In order to get greater development in the bus air-conditioning industry strongly, the company tries to make its strategic decision, how to get on the lasting competitive advantage in the bus air-conditioning industry. Therefore, the research of this paper is a very real and meaningful. issue.This paper bases on company's internal and external environment, on one side it analyzes external environment, industry and market competition situation by using PEST analysis, Potter's five competitive forces model analysis and evaluation matrix (EFE). Moreover, it summarized the external strength and threat of bus air-conditioning products about Jin Li Company. On the other hand, the paper finds out the internal operation strength and weakness of Jin Li Company by using the core competitive ability analysis and internal environment evaluation matrix (IFE) On this basis, it made the product competition strategy alternatives by the SWOT analysis framework, then determined specific plan of the product competition strategy by using quantitative evaluation matrix (strategic QSPM). Finally, the paper studied the concrete measures about the product strategy implementation and feedback.By the research in this paper, Jin Li Company will gain product competition strategy which based on the combination of theory and practice, the competition strategy and its formulation process, will provide a reference not only for Jin Li Company but also for other domestic air conditioning enterprises.