Study On The Transformation Of Chery Automobile Company Strategy

Since joining the WTO·, China’s economy has shown a trend of the rapid and stable, the people’s living standards improve, the pursuit of quality of life has become more and more strong. In the development of Chinese automobile industry at the beginning, as the independent brand the first Chery car has a forward-looking, keen to seize the opportunity, from scratch to achieve sales explosive growth.But with the mature and competition of Chinese auto industry is becoming increasingly fierce, as the independent brand the first Chery car encountered bottleneck depth development. How to face the independent brand, joint-venture brands, the joint venture brand three heavy pressure, rushed out of the tight encirclement, become a Chery car need to study and solve major issues.In2010, Chery automobile internal on the germination of the strategic transformation of ideas, not gradually through some tentative obvious action of reform. Chery in2012after2years of brewing, high-profile proposed the strategic transformation of the concept, make snap to reform the implementation needs of the strategy transformation.Based on Chery’s strategic transformation as the background, the strategic transformation theory as the support, the transformation of Chery’s strategy, through the analysis of the Chery automobile internal and external environment, find out the Chery implementation of strategic transformation of the motivation and strategy changing direction and adopted in the process of strategic restructuring strategy transformation measures to estimate, and summary of the implementation of the strategy of transformation.I hope this paper on the theory and practical analysis of Chery automobile strategic transformation of the strategic transformation of Chery, at present and in the future development, the new car prices of other domestic brands and will enter the auto industry in the formulation of the company strategy has a certain reference value.