The Search On Development Strategy Of A Automobile Dealer

In the fast-growing China,the auto industry has been growing rapidly for 28 consecutive years,ranking first in the world in terms of production and sales volume for 10 consecutive years.However,starting in 2018 and 2019,the auto industry has experienced negative growth in sales volume for two consecutive years.China’s auto dealers have also changed from prospering in the gold industry in the past to the current situation of group restructuring,brand shuffling and survival of the fittest.Auto dealer A is one of the first Infiniti dealers in China,which has experienced ten years of prosperous development.However,in recent years,it has been facing a bottleneck period of enterprise development and faces problems like the decline of business performance and low employee satisfaction.In order to ensure its sustainable and stable development in the long term,it is imperative to redesign and implement the enterprise development strategy suitable for the environment.The research object of this study is the medium and high-end auto brand dealer A.The analysis theories include the strategic management theory and the research methods include field survey,questionnaire survey and performance analysis.According to the research results,Enterprise A has such advantages as regional brand monopoly,steady growth of after-sales service and such disadvantages as lack of mutual support of the enterprise value chain,relatively insufficient competitiveness in auto brand and negative sales margin of new cars.By analyzing the macro environment and the environment of auto dealers with PEST and the five competitive force model,this paper concludes that Enterprise A has such environmental opportunities as the growth of middle and high-end sales market and after-sales market resources,and faces such risks as the weakening consumption power in the city and the fierce competition in the industry.Finally,using SWOT matrix analysis,the paper puts forward the overall development strategy of Enterprise A,that is: take upgrading enterprise values as the core,upgrade brand services to drive sales,upgrade brand value-added services to drive sales profits.Finally,it put forward safeguard measures and suggestions targeting the strategies.This paper is divided into six chapters.The first chapter describes the research background,significance,research content,research methods and technical routes.The second chapter introduces the theory of enterprise strategic management,Five models and SWOT matrix analysis and other related theories and management methods.The third chapter analyzes the external macroeconomic,political,technical and social environment of the enterprise and the dealer environment,from which it gets conclusions of the opportunities and risks in the external environment.The fourth chapter analyzes the internal environment of the enterprise and identifies the problems with the enterprise by using the research methods,and finds out the advantages and disadvantages for the development of the enterprise.The fifth chapter puts forward the enterprise development strategy and the optimization of the strategy through the analysis and research.The sixth chapter puts forward the supporting measures and suggestions for the strategy implementation based on the development strategy.