Strategy Of Great Wall Motor Co SUV Business

As an important pillar industry of the national economy and social development, automobile industry occupies an increasingly important share in economic and social development. Especially after joining the WTO, With the China’s rapid economic growth, cars has become common household items from luxuries. As the symbol of the identity, status and personality, SUV has accounted for a growing market share in the market, and showed rapid growth trend in the past three years. However, the rapid development of China’s SUV market has attracted international brands’entering, and brought unprecedented pressures and challenges to the development of domestic independent brand. At the same time, the process of production capacity, product homogeneity serious problem is tantamount to worse for the development of the SUV.As a local well-known enterprise, Great Wall Motor Co., Ltd. has a strong competitive advantage in the development. By the impacts of energy crisis, foreign competition and energy saving policies, the Great Wall SUV business faces great threats and challenges. In the new market environment, How Great Wall Motor Co., Ltd. SUV business to choose its own development strategy, and how to get further development in the fierce market competition become a critical issue for further development, and strategic planning is the key of solving this problem.This article uses modern strategic management theory to analyze the factors influencing the development, uses Porter’s five forces model to analyze the external environment, researches firm Business development and present, and combines with the advantages, weaknesses, opportunities and threats to establish the SWOT matrix. This article analyzes the strategic combination of four different environments, uses the grand strategy matrix model to do the Great Wall Motor Co., Ltd. SUV business strategic positioning, presents the different strategies in different price market by the view of product differentiation, and puts forward concrete measures to ensure the implementation of the strategy.Through this research, I think in the environment of the country supporting the development of the automobile industry, although there are some negative impact factors, the SUV market will continue to be the most profitable, the fastest growing market. As long as Great Wall Motor Co., Ltd. SUV business continue to improve product quality, enhance the product cost, establish and improve the marketing network, strengthen after-sales service system, continue to consolidate the existing market and gradually penetrate the high-end market, I believe it will get better results in the future development, and get further development of its own brand SUV.