The Study On F Company Automotive Air Conditioning Product Competition Strategy

Automotive air conditioning industry in China started late, in the beginning of 1980’s it’s still blank. With the rapid development of automobile industry, the automobile air conditioning market demand is growing day by day. From the beginning of 1980’s, domestic car air conditioning industry started its rapid and steady development. Because of the introduction of technology and equipment of enterprises from different countries, industries do not have uniform technical standards to follow, fragmentation, lack of core technology plus, our country automobile air-conditioning industry face great threat from foreign counterparts.F company as an automobile air-conditioning industry in the young enterprise, faced with many tests from external environment and industrial environment. Of car ownership in China will maintain a rising trend in a period of time, the road network has been improved, and laid a good foundation for the development of automobile industry, thus the automobile air conditioning industry’has brought unprecedented prosperity, and rising oil prices, energy-saving emission reduction, public awareness of environmental protection and other aspects of self enhancement trend has forced the automotive air conditioning enterprise must adjust the product strategy, improve the efficiency of automobile air conditioning products, eliminated the traditional refrigerant, the development of a more environmentally friendly automotive air conditioning products efficiently, to get the core technology, to enhance the competitiveness of. Meanwhile, industrial environment is not optimistic. F although the company has advanced equipment and technology, but compared with the same industry competitors in small scale, weak strength, R & D. production, poor location, the flow of talent, backward management level.In view of the present situation of F company, the author uses PEST, five forces model of strategic analysis tools to are analyze F company in detail and according to the results of analysis for the company develop the product differentiation competition strategy. F Company should strengthen the technical advantage of existing, added value to this company product high, improve products and services, the focus should be to maintain old customers at the same time develop new markets, establish a brand image. To ensure the implementation of F automobile air conditioning product differentiation competitive strategy, the author also put forward a series of suggestions:adjusting the organizational structure, which can support the implementation of the strategy; to provide human resources support; internal management process; enterprise culture; establish the information system etc.