Research On The Competition Strategy Of YJ Automobile Service Company

In recent years,the number of Chinese civilian vehicle owners has increased rapidly.By the end of 2016,the number of motor vehicles in Ji'nan has reached 1 million 824 thousand vehicles.By the end of 2017,the number of motor vehicles will reach or exceed2 million.There are huge business opportunities in the car service market,but it is not as easy to win and gain profits as expected.YJ automobile service company is a comprehensive automobile service chain enterprises a set of environmental protection car wash,car beauty,maintenance,repair,car tire service,sheet metal paint department stores,auto insurance services in one,a partnership with an oil company,will store construction in the oil company site of the gas station.The YJ automotive service company has its unique operating advantage,with the aid of the inlet and drainage of the gas station and the layout of the oil company's gas station outlets.But the car service market "low barriers to entry,the continuous emergence of new competitors,facing the" price war ",and the technical level of the automobile service industry,service personnel uneven quality did not protect factors such as the existence of the YJ car service such a newly established company,have to think themselves should take what kind of competitive the strategy for a space for one person in the fierce competition in the automobile service market.This paper makes a deep analysis on the YJ car service company internal and external development environment through literature research,quantitative analysis methods,and then develop consistent with its development needs of the competitive strategy for the company to avoid weaknesses and threats in the market competition,the use of the advantages and opportunities,has important significance to achieve long-term development,can provide guarantee for the future development of the company,also and can provide the reference for the enterprises in the same industry,practical meaning.First of all,this paper makes a deep analysis of the theory of competitive strategy and marketing,laying a theoretical foundation for the research of this paper.Then,the internal environment analysis of YJ company is carried out,first of all,the company is introduced,and then the analysis of the company's operation is analyzed from the aspects of business,sales,finance,and customers.Then,the automobile service industry environment analysis is carried out.First,the general situation of automobile service industry is analyzed,and then the status of the automobile service industry in Ji'nan is understood.Finally,the analysis of the industry competition environment is analyzed with the Potter five force model.On this basis,YJ company SWOT analysis is carried out to identify the internaladvantages(Strength),disadvantage(Weakness),external opportunity(Opportunity),and threat(Threat).Then,the market competition strategy design of YJ company is carried out.The market competition strategy is selected by quantitative analysis,and the market competition strategy plan is formulated after the company's market competition vision and target are clearly defined.Finally,it puts forward the safeguard measures for the implementation of the competition strategy,and puts forward some safeguard measures such as upgrading the information platform,strengthening the construction of the enterprise culture,establishing the system of customer evaluation,and reforming the system of employment.