Research On Strategy For Developing Of Exterior Car Body In FAW-VW

After the growth of these few years,Chinese automobile market is becoming the biggest market of the world.So many automotive enterprises are developing rapidly in this growing market.But,because of the slowdown of Chinese manufacturing,the competition among automakers changed gradually from more capacity to better products.It is more important to develop the products which are good enough and can meet the need of market.Although FAW-VW have the advanced technology and products from Volkswagen in Germany,as one of the leader auto company in China,FAW-VW also have to improve their localization developing ability in order to continue staying ahead in present steep competition.The developing of exterior car body is one of the most important parts in vehicle development.Some of the main marketing demands,including the rear room,beautiful out looking,individuation decorate,safety during collision or fuel saving are all relative to an excellent exterior car body development.But we still have four main problems during the developing of exterior car body: high cost,shortage of market orientation,lacking highlight in design and the so long duration of developing.Through analysis of the outer environment,we found that the two children policy,tighter regulations about collision and environment protection in 2018,new energy vehicles,growth of the part and service supplier and the “emission scandal” of Volkswagen in Germany are the opportunities,and diversification of consumer demands and the rapidly growing competitors are threatens.By inner environment,the superiorities are the proven technology and system,rich experience,excellent talent resource and culture,and the advanced devices.However,the inferiorities are also fatal.Such as the shortage of stock's proportion and technical independence,lack of market orientation,low inefficiency because of old procedures,the tardy speed of product upgrade but the high costs of developing.In order to realize the vision of “two most”,the company mission and the strategy 2020 of FAW-VW,we come to a strategy target: to be a leading exterior car body team and to create excellent product.At the same time we will choose a most compatible strategy in SWOT matrix.First strategy is to embody the accurately demands of consumers,the way are that sharing and integrating the information of regulation,after sale-service,market research,competitive analysis,improve the demands of technical market analysis,and also improve the conversion from demands to technology,thereby can we realize the developing of products for different consumers.Second is to localize the technical innovation and the guide of action strategy.For one thing is to assimilate,another is to practice,innovate through it and improve our own technical accumulation,increase the output from innovation.The third strategy is the localization of testing skills and testing normal.The prerequisite is to transfer the test from foreign to local,which need to be strengthened is problem management,and the senior achievement is to build a local testing normal.The forth is to improve the procedure system and efficiency,including integrating resources,improving cooperation and trust among departments,quickly correlating and invoking the technical files,complaints in after-sale service and experience with compositive information system,and finally constantly optimizing the process in each metabolic period of developing.The implement of this strategy for developing of exterior car body have to rely on the personnel training,organization adjustment and cultural construction.Personnel training depend on professional competence model,improving unification of unified target and differentiation.Organization adjustment proceeds from work deciding of professional group,setting professional testing group and finding the spokesman of specialized designer.The cultural construction of the most beautiful body exterior needs the conduct propaganda with daily activities.And the most significant is to propagating and implementing in daily business in order to strengthen the guiding of values.