Car Maintenance Product Enterprises’ Blue Ocean Strategy Research Based On The Value Innovation Theory

Over the past decade, China’s car ownership is growing at more than 15% a year. By the end of 2013,car ownership in China is 126,701,400. With the increasing car ownership,car maintenance market is emerging and booming. In the infancy of China’s car maintenance market in 1990 s,consumers’ attitude,which is "maintenance rather than repair",impacted on the traditional way of car repair.After experiencing a rapid growth,the current car maintenance market moves toward a mature stage,which indicates more fierce market competition,less profit for car maintenance product enterprises and dire market development status.In this context,it’s necessary for car maintenance product enterprises to shake off the competition and open up new market space by adopting principles and tools of Blue Ocean Strategy.This paper selects the private car maintenance product enterprises with a strong brand awareness and strength as the research object, by analyzing enterprises’ competitive environment to explore and make the suitable Blue Ocean Strategy for the private car maintenance product enterprises. On the basis of the theoretical research of the car maintenance products and Blue Ocean Strategy, this paper deeply analyses the industry environment of the private car maintenance product enterprises by using "PEST Analysis" and "Porter five forces model" to provide the basis for the development of Blue Ocean Strategy. On the basis of analysis, this paper will make Blue Ocean Strategy for private car maintenance product enterprises according to the value innovation methodology. The strategy is not only to decline the costs by decreasing production chain, storage logistics section, distribution channels and layers of management, but also to optimize the value of consumers by improving the quality of products, the ability of research and development, the competition of brand, the distribution channel for E-commerce, the trainee for employers and the service quality of after-sale and by creating other maintenance supplies markets and establishing strategic cooperation relation with automobile maintenance chain stores. Finally,this paper evaluates the business model and imitation barriers of Blue Ocean Strategy, in order to ensure the direction of the strategic implementation is correct. This paper also draws the strategy canvas to demonstrate the above blue ocean strategy simply and clearly. This paper aims to provide reference for industry practitioners businesses, moreover promoting the further development of the car maintenance market.