The Research On Development Strategy Of Dongguan JB Auto Parts Company

The accelerating of economic globalization and increasing OEM price competition urges auto parts company to supply high-quality and low-cost products; on the other hand, however, the labor cost is increasing continuously. As global warming and pollution are attracting more of people’s attention, new energy vehicles of low displacement, high efficiency and environmentally friendly are becoming to be the major trend of the industry. Under such an environment, China’s auto parts companies are faced with the challenge of upgrading. In the dissertation, the internal and external environment of JB Auto Parts Company was analyzed with the methods of document study, field research and in-depth interview, etc., the development strategy was set and the corresponding supporting measures for the strategy was put forward, aiming to provide reference for the development of JB Auto Parts Company, complement the in-sufficient study on strategy management of the traditional internal combustion parts enterprises, and further enrich enterprise strategy management theories.The dissertation is divided into five chapters:Chapter Ⅰ is introduction. By briefing the research background of the dissertation, Dongguan JB Auto Parts Company was chosen as the research object.Chapter Ⅱ is analysis of external environment. The company’s external environment was qualitatively and quantitatively analyzed with theory tools such as PEST model, five-force model and IE matrix.Chapter Ⅲ is analysis of internal environment. Detailed introduction and analysis of the company’s internal business condition was presented in the dissertation from the aspects of corporate culture, R & D, production and sales. In addition, the company’s advantages and disadvantages were quantitatively analyzed with IFE matrix.Chapter Ⅳ is the setting of strategy. The future development strategy of JB Auto Parts Company was set by re-combining and analyzing the previous results with SWOT.Chapter V is strategy implementation measures. In the final part the dissertation, supporting measures were put forward to ensure the company’s future development.The analysis of internal and external environment mainly follows the theory of seeking truth from facts; meanwhile, other methods such as researching document, consulting senior officers, interviewing colleagues, etc., were also adopted. The study on the development strategy of JB’s future development shall complement the in-sufficient study of strategic management for traditional internal combustion parts enterprises, further enrich strategic management theory and provide reference and guidance for their future research.