A Research On Competition Strategies In China's Auto Service Industry Based On Value Chain Theory

With the rapid development of the national economy, China's auto industry has also enjoyed a robust growth. According to the latest auto statistics, the auto production and sales in China have reached 13.79m and 13.64m in 2009, up 48.30% and 46.15% respectively from a year before. By these figures, China has jumped to the first place in the world in terms of auto production and sales. Meanwhile, the consumption structure in China's auto-related industries has also changed dramatically. Compared with the traditional industries like auto manufacturing, the auto service industry, regarding either from its market volume or growth tendency, has started to become an area with the most potential for added interests in the current "post-auto era". With China's accession into WTO, China eased its control in domestic auto industry, which has pushed its auto service industry to get involved in the fierce international competition. While compared with its international peers, the domestic auto service companies lag far behind in many areas such as service awareness, techniques and approaches, it has become a new topic how to meet the challenge from abroad and enhance the competitiveness of the auto service industry at home.Based on the value chain theory, the article carries out research on China's auto service industry in four aspects:1, studying the current situation as well as the development tendency of the auto service industry both at home and abroad, and discussing on rules for the industry's development;2, studying the development patterns of the transnational auto enterprises in auto service industry in a pursuit for finding the right development pattern suitable for Chinese national conditions;3, a case study on a famous domestic auto service company. after analysing and summarizing the advantages and disadvantages in its past development through SWOT, the article puts forward the development strategies that can enhance its future competitiveness based on the value chain theory.4, based on the conclusion of the case, the article has raised the auto service competition strategies and development principles for China's auto service industry based on the value chain theory.I hope through discussing on the above mentioned questions, learning management patterns from the advanced auto service companies abroad and studying on the cultural background of the local companies with the Chinese characteristics, the article can, in reference of the value chain theory, contribute some ideas on the competition strategies and development principles that are suitable for the auto service industry in China, so as to extend its length of value chain, expand its interest space and push forward the rapid development of the auto service industry in China.