Research On The Strategic Positioning Of Large And Medium Bus Of Yutong Company

Along with Large and Medium bus industry in our country after many years of rapidgrowth, the downward trend began to emerge. From2005through2013, annual sales ofLarge and Medium bus from80,000to140,000, an average annual increase of about8%, butin2014,the annual sales is of about130,000, down8%. Yutong Company is China’s Largeand Medium bus industry leader, and its products according to use is divided intolong-distance bus, intercity bus, tourist bus and private bus, since2014sales of variousproducts have different degrees of decline, the company’s development has entered a criticalperiod and it’s necessary to analysis and research development environment, to find the rootcause of the decline in product sales, in order to develop response measures.China economic after years of rapid growth has slowed down, into a new platform forgrowth, expected growth will remain at around6.5%； government investment in fixedassets and related bus industry, investment in construction of roads still in progress, butinvestment in decreasing； on the other side the railway investment increase in recent years,the government is vigorously promoting high-speed railway and urban rail transitconstruction,2014has been the third railway company raised full-year railway fixed assetsinvestment plan； bus demand side, subject to many high-speed rail network, the rapidspread of private cars, government agencies and state-owned enterprise employees to reducetravel group, to reduce demand；competition in the industry, with the rise of new energy bus,new energy bus core parts suppliers to enter the vehicle manufacturing, leading to increasedcompetition for Yutong Company a shock, the market get more difficult.On the basis of the modern enterprise development environment theory, using ofPEST,SWOT and Porter’s five forces model analysis tools, this article analyzes the externalenvironment and internal environment for the development of Yutong Bus, including themacro environment, industry environment and Yutong Company internal resources andcapacity analysis, and Yutong Company’s core competitiveness, helping companies findexternal growth opportunities as Yutong Company and threats and ways to deal with its owncompetitive advantage based initiatives to explore new directions, to maintain industry leadership.Meanwhile, the paper by the latest statistics on the Large and Medium Bus IndustryEnvironment Analysis of relevant information involved in the analysis, but also for othercompanies in the industry to provide the basic data can learn from. However, this paper islack of foreign development environment analysis； it is difficult to provide references andsuggestions for Yutong Company’s international development.