A Study On The Competitive Strategy Of Hengxing Automobile Sales Service Company Of Dunhua City

Founded in 1997,Hengxing automobile sales service company of Dunhua city,formerly known as Hengxing Jetta parts store,was renamed in 2010.After more than 20 years of development,it has developed into a comprehensive automobile service company with a registered capital of 2 million and 47 fixed employees,which integrates auto maintenance,new vehicle sales service,second-hand car trades,car rent and other businesses.In recent years,the development speed of the national economy is gradually slowing down,and the overall development of the automobile industry also shows certain stagnation.The original development strategy of the enterprise is no longer suitable for the current situation.This paper firstly expounds the background and significance of developing the competitive strategy of Hengxing automobile sales service company,and then makes a comprehensive analysis of the company by using literature analysis,interview analysis method and enterprise strategic management theory.The company is the most typical enterprise that develops gradually from a small shop of automobile parts.The situation it faces is very common in the current automobile service industry,which can be used for reference by other automobile sales service enterprises and even Small and medium-sized enterprises facing the same dilemma.Secondly,it introduces the operation condition of the company.And it turns out that in the past development of the company,it has been expanded without any plan.The enterprise has many branches with loose management.There for it is difficult to form a resultant development force;As result of the serious homogeneity competition,the profit space is being squeezed relentlessly.The PEST analysis is applied to analyze the current development status of China’s automobile industry,as well as the company’s political,economic,social and technological environment.Through the SWOT analysis,the advantages,disadvantages,opportunities and challenges of the company are explained in detail,which provides theoretical support for the choice of the company’s of competitive strategy.Subsequently,the competitive strategic target of the company is determined.By adjusting its main business direction,the further development of the enterprise is achieved.Development strategy is adopted for strategic level,personnel,product,service and image differentiation are adopted for business level,to improve the overall level of the enterprise,widen the gap with competitors in the same industry,spare no effort to develop the automotive aftermarket with a unique business model and to expand new businesses such as auto media,auto entertainment,auto catering,auto apartment,etc.Finally,the enterprise strategy is implemented from the aspects of optimizing organizational structure,strengthening customer management and improving innovation ability.The implementation of the competition strategy is guaranteed through three aspects:talent guarantee,capital guarantee and system guarantee.The establishment of the competitive strategy of the company is the first step of the scientificmanagement of the enterprise.By making the future development plan of the enterprise,this paper comprehensively analyzes the enterprise itself and the external environment,and strives to improve the comprehensive strength of the enterprise through reform,make full use of the external opportunities,eliminate the current difficulties,and realize the long-term development of the enterprise.