Research On Competitive Strategy Of Changchun Hella-Faway Automotive Lighting Company

In the global economic and trade activities,enterprises as trade carriers are facing many challenges.In order to ensure the continued healthy development of the company,and in the process of changing market environment,the company must constantly improve its irreplaceability.Competition is the objective product of market economy and the inevitable existence of enterprises.Nowadays,the competition among enterprises has undergone tremendous changes.In the manufacturing field,especially in automotive industry,with the development of new energy and the emergence of new domestic automobile manufacturer in recent years,models and brands are facing a new competitive landscape.Changchun Hella-Faway Automotive Lighting Company is constantly facing the challenge of survival and development of enterprises in such an environment.The competitive strategy has always been the research focus in the field of enterprise management.Though,the continuous establishment of a competitive strategy model to guide business operations to achieve better results.This study attempts to take Changchun Hella-Faway Automotive Lighting Company as an example to study the competitive strategy of enterprises.This research focuses on the competition status and existing problems of Changchun Hella-Faway Automotive Lighting Company,investigates the company's competitive environment,analyzes and formulates an effective competitive strategy to meet the needs of the company's survival and development,and aims to provide relevant theoretical guidance on how to improve and enhance competitiveness in automobile parts industries in the field of automotive lighting segmentation,and provide reference for enterprises to formulate effective competition strategies.In this paper introduction,the background and significance of the competitive strategy research of Changchun Hella-Faway Automotive Lighting Company are expounded,the methods and contents of the company's competitive strategy are discussed,and the theory and latest research results of competitive strategy at home and abroad are summarized.The second part introduces the development history of Changchun Hella-Faway Automotive Lighting Company and its competition status in the domestic automotive lighting market.It finds that the company lacks specific measures to implement the competitive strategy and has inaccurate grasp of its core competitiveness.The company fails to effectively control the upstream and downstream of the supply chain,and low efficiency of internal staff management.The third part fully analyzes the competitive environment in which the enterprise is located and analyzes the macro environment of the enterprise by PEST analysis method.It has the new influence not only brought by the Sino-US trade war,the new national laws and regulations,and policy support,but also come from the competition in the traditional passenger car market industry has changed from incremental competition to stock competition.Using Porter's Five-Forces model to analyze the fierce competition in the domestic automotive lighting industry,there are strong potential competitors in the upstream of the industry,but the threat of alternatives in the industry is relatively low,in the negotiation of suppliers and buyers,the ability is relatively weak.Using the theory of value chain analysis,we will explore the core competitiveness of enterprises from aspects of organizational structure,corporate culture and human resource management,marketing capabilities,operational capabilities,research and development capabilities,and service capabilities.According to the SWOT model,analyze the external environmental factors and internal capacity factors faced by enterprises,and choose the most suitable strategy for the development of enterprises.Finally,based on the above analysis results and combined with the competitive strategy theory,strategic management process theory to determine the enterprise competitive strategy.By analyzing the actual situation faced by enterprises: a single production base causes high logistics operation costs,facing the increasingly demanding modeling needs of intelligent vehicles,and has the unique advantage in the development of complex lamp products,as the judgment and choice basis for competitive strategy.It is clear that the company adopts a differentiated competitive strategy in the domestic automotive lighting market,and suggests that in the specific implementation process of the strategy,it is necessary to take specific measures in establishing business culture,improving internal management systems,deepening marketing potentiality,and improving research and development capabilities etc.aspects to secure enterprise' competitive strategies implement successfully.