Research On Competitive Strategy Of W Company

China’s auto industry has sustained a rapid development in the past several years, Chinese auto market has grown into the biggest one in the world, under this background, the relative auto parts industry has also entered a considerable development, R & D abilities, production capacity have got greatly enhance. With the good market environment, China attracts the transnational auto parts enterprises to invest continuously, many multinational companies have been from a kind of simple production in China, gradually expand to establish R & D center in china, attempting to gain competitive advantage with technical superiority. At meanwhile, the domestic auto parts enterprises get good development according to good market environment, their competitiveness get improvement as well, The competition in the auto parts industry is becoming increasingly fierce.Under the fierce market competition, the development of the corresponding competitive strategy, to ensure steady and sustained development of the company, is an urgent case to solve by the current auto parts W enterprise. This paper uses PEST and Potter five forces of competition model to sort out what the external environment of the company is, and draw out the opportunities and threats, current economic, political, social and technological macro environment are beneficial to the development of auto parts enterprises, the threat of new entrants is weak, no too many competitors but they are strong, the bargaining power of customers is very strong, the bargaining power of suppliers is weak, in the premise of quality to meet, the industry shows all-round competition with leading of technology,considering both cost and customer relations. Based on the external environment, we continue to study W company’s internal environment, analyze internal resources and capabilities by analyzing the value chain of a company to get core competitiveness of W company, and clear the advantages and disadvantages accordingly, the company has a high level of technology ability and efficient enterprise management and good product quality and the customers’relationship, but some problems are at field of a relatively high product cost, long development cycle, company entering the market a little late. After that, using the methods of SWOT analysis and strategy combination, draw out the conclusions, the company should adopt the SO strategy, to play the internal advantage and external opportunities, implement the differentiation strategy of technology leading as dominant strategy accompanying with cost control and product focus differentiation. Finally, in order to security the implementation of the competition strategy, carry out the measures of optimizing the organizational structure,establishing local research and Development Engineering Department, integrating and strengthening local sales team, controlling components and raw material cost, deepening human resources development, promoting the enterprise culture construction. This paper has a certain reference value for an injection molding auto parts enterprises with a certain technical content to set up competitive strategy.