A Study On The Competition Strategy Of Dongfeng Honda Automobile 4S Store

Automobile 4S shop is an automobile service enterprise which integrates four functions of sale,spare part,after-sale service and survey.It is an important part of China's automobile market.Since the 1990s,4S stores have experienced more than 20 years of development and vigorous development.At present,they have entered a white-hot stage of competition.Compared with developed countries,our automobile distribution industry is still at a lower level of development.In the increasingly fierce market competition,4S stores need to be transformed urgently.A Dongfeng Honda Automobile Service Co.,Ltd.,which is studied in this paper,signed a cooperation agreement with Dongfeng Honda Automobile Co.,Ltd.in 2005,and became the 4S exclusive store authorized by Dongfeng Honda Automobile Co.,Ltd.to operate its products.At present,the company has a market value of 80 million yuan and annual turnover of 200 million yuan.At present,the slowdown of national economic growth,the overall decline of new car sales,and the intensification of competition in the automobile sales industry have brought serious challenges to 4S stores.In addition,there is no clear strategic plan for A Dongfeng Honda 4S stores.Under this background,it is particularly urgent to sort out the internal and external,formulate a clear competitive strategy,and ensure the sustainable competitive advantage of enterprises.By explaining and applying the theory of competitive strategy,this paper uses PEST analysis and five-force model to analyze the macro-environment and industry competition of enterprises.Secondly,starting from the aspects of resource capability,this paper makes a comprehensive analysis of the internal environment of A Dongfeng Honda 4S Store,points out its own competitive advantages and disadvantages;on the basis of internal and external environment analysis,through internal and external factors evaluation,SWOT analysis and QSPM analysis evaluation matrix,it chooses the competitive strategy for the company,and puts forward the methods of strategy implementation and control.