Research On The Development Strategy Of Dongfeng Yueda Kia Automobile Co., Ltd

The changes of internal and external surroundings bring great challenges and opportunities to China automotive industry since China joined the WTO. China automotive industry presents an unprecedented increase by the development mode of technology import, absorption and innovation. The global automobile giant responds to the market competition with the form of joint venture or import. The consumption structure of automobile and consumer group have changed a lot in China. Vehicle is becoming one of the most important means of traffic and transport. According to the data of China’s National Bureau of Statistics, more than two-thirds of the transportation is completed by automobile. With all these factors, China’s automobile ownership ratio increased gradually. The auto production and sale quantity of China market achieved the world first in2009. The total vehicle sales reached19.3million vehicles in2012. The vehicle ownership of China had exceed120million, and private vehicle ownership is0.7million. With all these opportunities, the vehicle enterprises should not only learn from the foreign advanced development experience, but also adequately analysis the development tendency, recognize the market, competitors and ourselves according to China’s situation, We should make up a development strategy for the development mode of ourselves. That could be a great weapon to deal with the industry giant. This thesis combines the ten years’development experience of DYK with the strategy and main theories of enterprise development, taking the experience of related enterprise strategy as reference, using Dynamic competitive strategy theory, Michael Porter’s Five Forces Model, value chain analysis and SWOT model on the basis of literature research, to analysis the development status, inner and outer circumstance of DYK. This thesis aimed at making up a new product development strategy, market strategy, brand development strategy and human resource strategy for DYK on the basis of deeply discussing and analyzing the development strategy of DYK. In chapter one, by analyzing the China automobile industry development status, Korean Car development history in China and DYK development status, I came up with the significance and necessity of researching the development strategy of DYK, at the same time, I reviewed and analyzed the related theory and research status, described the research method and approach. In chapter two, I introduce the developing history of DYK in three stages. In chapter three, I deeply researched and analyzed the company’s inner and outer circumstance, opportunity and challenge, advantages and disadvantages by using PEST analysis, trade competition situation analysis and SWOT analysis. In chapter four, according to the former analysis, I put forward the company’s future development strategy target and joint venture/independent model, meanwhile, come up with a strategic direction, continuing to keep the low cost advantage andaspire differentiation strategy.I made up the specific implementation strategy and Strategic control method. The last part is the sum and prospect.