H Automobile Dealer Core Competitiveness Strategy Research

Through50-year development, Chinese Auto Industry is continuously growing tobe a more mature market. In recent years, this market has been enlarged because ofdomestic&foreign auto companies. Meanwhile, dealerships appear and face fiercemarketing competition ever, mainly in form of4S shop. Based on the traditional sales&after sales, new service expansion seems already become the top priority. As adealership with10-year history, H Company has been striving for structure&developing strategy improvement. High lightening mail business operation, at thesame time, it constantly expands auto industrial chain and breeds new profitablebusiness models. Currently, H Company has ascended to the forefront in AutoIndustry. In order to adapt new competition, H Company seizes the opportunity,makes developing research&relative strategic plan and maintains the sustainabledevelopment in fierce auto market.Utilizing Porter’s Competition Strategy Theory, on the one hand, this paperanalyzes H Company’s inner&outer competitive environment and marketingpressure by his Five-Power Analyze Models. On the other hand, according to ThreeBasic Strategic Theory, combining to H Company’s real situation&documents, thispaper also summarizes its competitive defense strategy. Besides, the paper tests andverifies non-mutual contradiction of applying for Cost Leading Strategy&Differentiation Strategy at the same time, kind of breaking Porter’s previousconclusion, which is a new thesis statement.