Research On Competitive Strategy Of Bestune Brand Vehicles Of FAW Car

With the development of Chinese economy and the increase of people's income,automobile consumption has become popular.Imported vehicles such as Porsche and Subaru,domestic joint venture vehicles such as BMW and Audi,and vehicles made in China such as Geely and Great Wall……More and more brands can be selected.In recent years,independent brands have greatly improved in terms of not only production and marketing scale,but also types of brand and technical content.However,on account of the late start of independent brands in China,the gap between independent brands and joint venture brands in various aspects still exists.The domestic passenger car market is still occupied mainly by joint ventures and foreign brands,and most of the market profits are taken by foreign investors.Under the circumstance that the auto market relies too much on foreign investors,how to promote the development of independent brands has become a significant problem for the automotive industry in China.FAW Car Company,a wholly-owned subsidiary of China FAW Group,is one of FAW Group's major companies developing passenger cars of its own brand.It has 12 departments,a powertrain base,2 holding subsidiaries,and a development Institute.The company has 9 vehicle models of the independent brand and 2 models of the Mazda brand.The company spares no effort to build a new corporate mission-“As the main battlefield of China FAW's autonomous passenger car business,the company creates a new Pentium brand to become an outstanding brand of Chinese autonomous passenger cars and a world-renowned brand;Holds up Hong Qi brand basing on the Pentium brand.Realize the great revival of China FAW First Automobile and the first brand and become the world's excellent mobile travel service provider.” However,due to some reasons such as the lack of core competitiveness,having problems during the process of the project management,and the product power does not meet the preferences of mainstream consumers,vehicle sales are fewer than other independent brand manufacturers,and product power is also relatively weak.For the purpose of solving the current problems faced by FAW Car Company,this article combines the development trend of the Chinese automobile market with the reform of the automobile industry including the finished vehicle and the industrial chain.Based on the classic theory of strategic management and relevant analytical model,I choose a differentiated competitive strategy for FAW Car Company's own brand passenger cars.Established in the development status of FAW Car Company's autonomous passenger cars,this article utilizes the PEST and Michael Porter's Five Forces Model to analyze the company's external environment and the pressure of the automotive industry,and then combines the company's internal strengths and weaknesses,external opportunities and challenges.Based on the SWOT analysis method,I draw a preliminary conclusion that the company is supposed to not only choose a growth-oriented strategy to bring its superiority in resources and capabilities into full play,but also enhance internal and external cooperation and efficient product innovation to solve the problem of a slowdown in the growth of revenue and decline in profits,and ultimately achieve sustainable development.In terms of strategic implementation,the company must do: Brand planning-maintain an integrated family series design,and build a car brand which Chinese people can be proud of;Product planning-it should go from the first and second camp to the third camp and the whole series of products should take the lead in market segment;Intelligent network planning-Intelligent Mobility,using 5G,big data,blockchain,cloud computing and other technologies to gradually realize the rapid development of intelligent networked vehicles;Mobile travel planning-focus on providing vehicles,intensively operating key market,get hold of users' travel scenarios and data,and guide the exploitation of subsequent exclusive travel products,which create opportunities for terminal marketing.Comprehensive guarantee of strategy implementation from four aspects: organization,personnel,institutional capacity,technology.Through the plan for competitive strategy of Bestune brand vehicles of FAW car above,companies could get out of the predicament of insufficient innovation in technology and business model,enhance core competitiveness,achieve the goal of sound sales growth in revenue and profit,and ultimately achieve sustainable development.