| China has growed to be the largest production and consuming market of Automobile after decades of development.However,it's currently shifted to low gear after enjoying brisk growth in 2019 and 2010.Chinese car OEMs are facing server challenge along with expiration of government beneficial policies,and worsen of city traffic issues.Although experiencing strong development momentum in past years,FT Auto corporation is also confronted with significant pressure with weaker brand competitiveness and overall business delivery compared with vitals.It's therefore the urgent strategic task for FT management to enhance corporation's competitiveness with enlarged market share and brand recognition.The article is to explore corporation competitiveness with the sample of Chongqing FT Automobile corporation,one of the symbols of Chinese Auto JV.The purpose of the paper is to seeking strategies for competitiveness enhancement by analyzing the current industry status and future trend with documentary analysis and empirical analysis etc.The overall structure is deployed as follows: Part1: The background,purpose and relative study status.Part2: Brief introduction of relative concepts and theories;Part3: Analysis of industrial environment with method of PEST and Michael Porter diamond Model.Part 4:Figuring out the strengths and weaknesses of the corporation by analyzing its production,marketing channel,service,technical ability and brand exposure.Part5:presenting the proposals of competitiveness enhancement with the following measures: keep SUV advantage,and also expand market share in C segment,strengthen quality control in technical development,parts supply and after sale service,speed up adjustment in sales channel to adopt to changing industrial environment,Culturing multiple sales channels with digital marketing programs,and also enhance FT's soft power with brand building,corporate culture and internal control process. |
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