Competitive Strategy Of A Portal Automotive Business Unit

Since 2014,as the result of many factors such as: Chinese industrialization entered a new normal,national economic growth rate decline,car consumption structure upgrade,the contradiction between vehicle development and social environment increasingly prominent,the Chinese auto industry appears some new features such as sales growth decline,overcapacity,price competition,etc.At the same time,China is in the process of rapid development of information technology,the development of the Internet in recent years has brought new changes in the automotive industry,various aspects of the user's auto consumption tends to over the network,“Internet + car” business models are rapidly moving toward diversity development.Facing changes from external environment,the automotive website should continue to create products to meet the diverse needs of automobile customers.A enterprise was the first in the country to create a portal site.Its Automotive Business Unit is currently facing unprecedented opportunities and challenges of the industry.In this paper,taking A corporate Automotive division as the research object.The initial focus is the current basic situation of A Automotive Division;Then the PEST analysis and five forces analysis model will be respectively used on external macro environment and industry competitive environment and conducted a comprehensive analysis;Followed by the use of Barney's VRIO model and SWOT analysis tools integrated internal resources and capabilities of the A Automotive Business Unit,and on the internal strengths and weaknesses,opportunities and threats in the external environment to match analysis.Based on the above four aspects of the analysis,finally determine the "Allow users to better enjoy car life" strategic objective,to take a clear differentiation competitive strategy,and formulated a strategic competition plan for A Automotive Business Unit – UP(User Platform).Meanwhile,in order to ensure the completion of the strategic objectives,this paper from four aspects of human resources,products,brands,business model,put forward proposals oriented the competitive strategy implementation of the strategy.Finally,I hope this study can provide reference for similar automotive website.