Study On Developmental Strategy Of FAW-VW

Sixty-one years ago, Changchun, the first automobile factory started as a sign of the new automobile industry China sail. In sixty-one years, the automobile industry China twists and turns, never yield in spite of reverses, two important tasks to complete from scratch, from small to large. In this process is always accompanied by China automobile industry growth, provides a broad stage for the development of Chinese automobile industry is the steady development of Chinese auto market. Since2008, Chinese passenger car market and a growth spurt, China automobile enterprises with also ushered in the golden age and a rapid development.In the current market environment in general, competition increasingly intense, FAW-Volkswagen Automobile Co and other auto companies like felt hitherto unknown pressure and challenges. Although a brief downturn in2008, FAW FAW-Volkswagen Automobile Co made a good business performance and market performance, but in the process of operation of short board and weaknesses are exposed, become an urgent problem to be solved.This paper mainly adopts the research methods of literature analysis, empirical research analysis, interviews to FAW-Volkswagen Automobile Co internal staff, interviews and interviews on other automobile enterprises, combining with theMBA theory of knowledge, comprehensive I experience in automobile enterprises, puts forward some opinions and ideas finally, for the overall strategy of FAW-Volkswagen Automobile Co.First of all, through the external to the FAW-Volkswagen Automobile Co fora few as the breakthrough point, using PEST analysis, from the political and le gal, economic, social cultural and technical aspects of the analysis of the FAW-Volkswagen Company’s external environment.Secondly, on the automobile industry environment analysis, at present our country automobile industry appeared the following new trend. After a make a spurt of progress of growth, because of current automobile production and sales base in China is too large, the downward pressure on domestic macroeconomic situation and increasing first-tier cities and the second part of city demand saturation, car sales growth fell back to read.Third, the automobile enterprise’s competitive environment was analyzed, theexisting automobile enterprise competition in the industry competition of enterprise more, more dispersed distribution and small car sales, price competition is very fierce, between the same rank vehicle type or the same car competition is fierce, vehicle quality and after sale service will become the key factor for the car to the enterprise’s success, automobile brand and culture to more and more big influence car sales. Technological innovation is also the competition among automobileenterprises is the key factor of one of the characteristics.Fourth, the FAW-FAW-Volkswagen Automobile Co competitor has carried on the analysis, obtains FAW-Volkswagen Automobile Co’s main competitor in ajoint venture brands, national brands in the high-end cars have become a part of competitors.Comprehensive analysis of second, third and the fourth part, analysis using the SWOT matrix, we can see that FAW-Volkswagen Automobile Co now facingthe environmental opportunities outweigh the environmental threat.Fifth, the FAW-Volkswagen Automobile Co internal resources were analyzed, through the analysis of the angle of financial resources, human resources, research and development ability, market marketing, brand operation ability etc..To sum up, through the PEST, IE matrix and SWOT matrix analysis, and th e FAW–Volkswagen Company internal strengths and weaknesses and the external advantages and disadvantages of detailed analysis, and ultimately determine the FAW-Volkswagen Company should adopt the steady growth strategy in the strategy, growth strategy and it should adopt the integration strategy and diversification strategy.