Research On The Development Strategy Of Jinan Qingqi Motorcycle Co., Ltd

Since the2008financial crisis, the production and operation of the Jinan Qingqi Motorcycle Co., Ltd are struggling due to the impact of the two markets at home and abroad. The outbreak of the financial crisis makes the simple expansion of production capacity and network means to achieve the rapid growth of patterns lose efficacy. The survival of the Jinan Qingqi motorcycle has received the unprecedented challenge. And the current motorcycle market downturn and chaos, industry development prospects of confusion, dealers worried, so state of the industry showed a lifeless. In2010, the CSGC integrated three domestic motorcycle enterprises with the background of state-owned enterprises, namely:the Jialing, Construction and Qingqi. This integration has been going on for more than two years, but Jinan Qingqi failed to benefit from the integration of the new products, new technologies or new markets expected. Under this background, the study of the development strategy of the Jinan Qingqi motorcycle is particularly important.This paper firstly researches the basic theory of enterprise strategy management, the basic analysis tools and related motorcycle case study. It using PEST analysis method and the five-force model of porter the Jinan Qingqi motorcycle on the macro environment and industry competition environment, and then analyze the current situation of the development of company and internal environment. And then use the SWOT method system to summarize external threats and opportunities, internal advantages and disadvantages of Jinan Qingqi. Then we use the external factor evaluation matrix, internal factor evaluation matrix and QSPM matrix, etc., adopt the method of combining quantitative and qualitative analysis of the Jinan Qingqi motorcycle development strategy choice. On the basis of the above evaluation, finally this paper chooses to "growth strategy" as the development strategy motorcycle of Jinan Qingqi. And it also puts forward concrete countermeasures on the implementation of its strategy.This paper reveals that under the big background of the CSGC integration, the Jinan Qingqi motorcycle must set up big resource view; open resources on the platform in the CSGC, to develop and improve for implement the development strategy of growth. And finally Qingqi implements the fusion in the form of "combination" with 3ther enterprise.