| China motorcycle industry started in the1950s, after60years of development which has experienced infancy, growth, maturity, and has been in the downward phase currently. The state-owned enterprises, private enterprises, joint venture enterprises constitute the overall competitive landscape of China motorcycle industry. The scope for competition has extended to the international market, but the overall industry concentration is still low, especially in2012Chinese motorcycle enterprises facing a sharp decline in overall sales situation. Overall, different Chinese motorcycle enterprises have homogeneous product and service, and single marketing model. Motorcycle industry in China encounters a real bottleneck. In the course of development of China motorcycle industry, Ji’nan Qingqi Motorcycle Co., Ltd.(hereinafter referred to as Ji’nan Qingqi) is always an indispensable force. Nowadays, Ji’nan Qingqi experienced the whole process of Chinese motorcycle’s development from the start to the rapid development in recent years, including the industry integration. During2000-2006, Ji’nan Qingqi adjusted reorganization, and then has been actively involved in motorcycle industry consolidation of China South Industries Group Corporation, but the overall effect is poor. Ji’nan Qingqi has many problems, including a lack of strategic planning, high operational costs, the lack of motorcycle comb structure, and the lack of protection of non-motorcycle business development.This paper uses the development strategy of Ji’nan Qingqi as the research object, and is based on the SWOT analysis framework. Firstly, using PEST and five forces model tools to analyze the China motorcycle industry, including macro environment analysis, the basic economic characteristics of industry analysis, industry competition analysis, industry innovation driving factors analysis, industry strategy groups analysis, and mainly competitors industry. Then, analyzing the key success factors, and puting forward that if Chinese motorcycle enterprises would obtain sustainable competitive advantage in the industry,they must do a good job in the basic cost control, speed up the introduction of stable quality, meet the consumer demand for personalized products, and namely the high efficient operation management and marketing ability. Secondly, based on the related data generalization and sorting, this paper analyzes Ji’nan Qingqi resource ability, and uses the value chain analysis tools to find out that the core competitiveness of Ji’nan Qingqi is technology development, but the lack of strong core competitiveness with other value chain, resulting in a competitive advantage does not play. After obtaining internal strengths, weaknesses, external opportunities and threats of Ji’nan Qingqi, this paper uses SOWT analysis tools and redefined mission, vision, development goals of Ji’nan Qingqi to propose that Jinan Qingqi should carry out diversified development strategy in the future. Prerequisite for the development of small motorcycles and engines traditional business to do better in the next, invigorate the stock, adjust product structure, improve product gross margin level, less bleeding. At the same time, it can through the growing high-end processing to develop business, enhance profitability, seek new economic point of growth, and quickly into the electric tricycle, electric four wheel vehicle business.In addition, after determining the related diversified development strategy of Ji’nan Qingqi, this paper has suggested the implementation of the strategy and control measures, ncluding asset allocation, construction of marketing system, organization structure adjustment and optimization of staff, infrastructure management promotion, and enterprise culture construction. |
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