Research On Differentiation Competitive Strategy Of Faw Jiefang Automobile Co.,Ltd

Automobile industry is an important force in the development of national industry.The development of economy is inseparable from the development of trucks.Trucks play an active role in the national defense construction,logistics-based criteria and so on.With the development of economy,the domestic truck market also shows prosperity and development.The biggest important truck enterprises have achieved sustainable development.Faced with the increasingly open truck market,most famous international truck companies have paid more attention to the Chinese market,hoping to get greater economic benefits.Meanwhile many domestic truck companies basing on their own comprehensive competitiveness considerations,have embarked on the road of joint ventures,through technology,capital and other resources reorganization and configuration.These companies,such as Dongfeng Motor,Beiqi Fukuda,etc,have achieved a strong comparative advantage and launched new products.As the last of the domestic truck insisting on independent enterprises,FAW Jiefang Automobile Co.,Ltd is facing a dual challenge at home and abroad.With the market demand outbreaks,FAW Jiefang has lost the leading position in many ways and forms a gap with Dongfeng brand.There is a danger of being exceeded by competitors behind.It is fundamentally due to the unreasonable competitive strategy of FAW Jiefang Automobile Co.,Ltd.It does not conform to the needs of the market development,but has to develop the national independent brand under great pressure.It can be seen that FAW Jiefang is facing unprecedented challenges and shocks.It has become an important issue to avoid weaknesses in the fierce environment,to meet all kinds of challenges,and to ultimately promote the sustainable development of enterprises.Financial market volatility on China's auto companies constitute a certain threat,but things have two sides,which hide a lot of development opportunities.If FAW Jiefang can seize the opportunity,it will achieve better development and create greater benefits.In this paper,the competitive strategy of FAW Jiefang is taken as the object of study,and the relationship between the current economic environment and the market demand of the truck is also analyzed.The demand of trucks is also studied combined with the new economic situation,the transportation intensity,the development of the highway and the change of the logistics industry.The SWOT analysis summary is used to analyze the advantages and disadvantages,the opportunities and challenges on the basis of the proposed differentiation strategy of FAW Jiefang,as well as the implementation of differentiated security measures.According to the company's product problems put forward the corresponding strategy,that is,market positioning,product development and after-sales service.The market positioning of FAW Jiefang is gradually shifting from the low-end market to the high-end market,creating special products for for special users,and following the national mainstream trends,taping the potential user needs,producting reliable,comfortable and environmental products forming a new product concept.At the same time,product business and other relevant information of the FAW Jiefang Co.,Ltd.is collected and sorted out.It is finally used to explore the implementation of automotive product differentiation strategy safeguard measures,through the establishment of strategic research office,strategic development and implementation,strengthen the strategic planning process.