| With car ownership in China is increasing year by year,people’s consumption habits change,so more and more consumer groups,according to their economical conditions and personalized demands,want to buy second-hand car.Their new spending habits contributed to the rise of China second-hand car market.With introducing the relevant policies of second-hand cars trading,more standardized policy environment brings China’s second-hand car market broad prospects.The rapid development of China’s second-hand car market,combined with network technology,speeds up circulating of second-hand cars.In 2014,more than $2 billion of international capital entered China,as contributed to popularity of combining of Internet technology and the traditional line of business model,or the 020 model.It is predict developing the second-hand car business in the future will integrate the traditional business modes and the electronic commerce.CZB company is a small and medium private enterprise focus second-hand automobile electronic commerce,who built 020 electronic commerce network platform independently.In last 3 years,the company has expanded fast,and developed quickly,with applied the vertical type C2R(customer to retailer)model in second-hand car business.What strategy adopted by the company could promote rapid growth?Whether the company can be so rapid development in the future?This paper studies the company’s growth strategy.Before choosing the enterprise growth strategy,first,the company should have clear understanding of industry background,second,the company could,with organizing the theories in electronic commerce and growth strategy,pick the suitable method to promote their own development.Before selecting right strategy,the company need clearly understand current status of development,advantages and disadvantage,and the difficulties which facing.Based on these information,knowledge and materials,we may create CZB’s growth strategy.First,we determined the CZB company’s target market selection and market positioning.Second,we,combined with analysis of enterprise external environment(policy,industry and competitive environment),used SWOT strategic matrix to analyze the enterprise external environment factors and internal factors,to achieve business growth through the corporate culture strategy,brand shaping strategy,strategic human resource management and marketing strategy.Last,we ensured implementing the growth strategy of enterprises,based on six measures,include establishing a global and long-term sense,strengthening staff performance appraisal,construction management and communication mechanism,developing talent selection criteria,creating a flat organization structure and strengthening the learning capacity.In this paper,we use a series of growth strategy theories and decision-making tools,with applied the growth strategy framework to the business practices of the CZB company,in hope to help the company continue to grow rapidly,and to achieve the goal of becoming a national and even all over the world biggest automobile trading business. |
