Based On The Competitive Environment Of The Chinese Auto Market The Enterprise Strategic Choice

Strategy comes from competition, and the distinct characteristics of strategicmanagement is to emphasize strategic analysis and choice——which has to be based onthe future of the enterprise survival and development, and strive to changes in theenvironment from looking for opportunities and avoiding threat,and select strategyaccording to its own ability to get the competition advantage position, thus triumph inthe fierce competition.The modern enterprise is in a rapid development environment ofpolitic, economy, social, science and technology. China's Reform and Opening upgradually deepens. market competition intensifies.During the "twelfth five-Year Plan"period, which is the critical period of development of China's automobile industry foradjusting structure, transforming development mode, accelerating energy saving andnew energy vehicles, China's automotive industry is facing the task of changing fromthe big to the strong. The significant changes of China's auto enterprise in the externalenvironment have occurred,and the auto enterprise puts forward a serious challenge. Inthis background, selecting the car industry as the research object has its positive realitysignificance.In this paper, the author points out the existing of the opportunities and threats inthe external environment, using the method of Pest Analysis and Michael Porter's FiveForces Model. With the selection of changan automobile as the research object andcombining its culture,mission, and the advantages and disadvantages of internalresources and ability, the changan automobile's alternative strategy range aredetermined on the basis of the SWOT analysis framework. This paper sets up a newmodel basing on the quantitative improvements of SWOT model. The respectiveintensity and important levels of factors of SWOT has quantified according to expertevaluation and analytic hierarchy process (ahp). Weighing up the various factorsbetween S, W, O, T, the paper determines that changan automobile should take positivedevelopment strategy, and concrete suggestions for the implementation of strategy haveput forward. Finally this paper illustrates the conclusion of the study, as well as the lackand prospects for future.