Research On The Optimization Of Product Competitive Strategy Of Y Auto Parts Company

Company Y is committed to the research and development,production and sales services of automotive parts products.During the development process,the company has accumulated rich industry experience and customer resources,and has formed a good cooperative relationship with suppliers and vehicle manufacturers.In recent years,the global automobile industry has been declining,cost pressures have risen sharply,science and technology are changing,and market competition is intensifying.In addition,green and environmentally friendly consumption concepts are constantly gaining popularity.These factors have brought challenges to the development of company Y.How to adjust and formulate product competition strategies to adapt to changes in the internal and external environment,turn challenges into opportunities,and adapt to the trend of cross-industry development and green development has become a problem that Company Y needs to solve urgentlyThis article aims to enhance the competitiveness of Company Y’s products by implementing product competition strategies.In response to the requirements of high-quality development,the company actively renewed the relationship with the supporting main engine plant,formulated new strategic goals for the existing problems of product strategy,and accordingly proposed specific measures for product competition strategy.First,this article summarizes the relevant theories of product competition strategy from domestic and foreign aspects,briefly introduces the analysis tools that this article will use;Then,introduces the development status of auto parts industry,Y enterprise,product competition and existing problems;Secondly,it summarizes the macro environment faced by Company Y through PEST analysis,summarizes the external industry environment faced by Company Y through the "five forces" analysis,and summarizes the advantages and disadvantages of Company Y through internal environment analysis.As a result,a SWOT analysis matrix was formed to clarify the company’s strengths and weaknesses as well as development opportunities and threats.Again,based on the analysis results,this article invites experts and scholars to establish the strategic development goals of company Y to reduce production costs,expand market share,and strengthen technological innovation through the brainstorming method.It is planned to adopt cost leadership strategies,specialization strategies,and differentiation strategies to realize product competition strategy and achieve the goal of high-quality development.Finally,the company’s product competition strategy can be successfully implemented by optimizing the management model,cultivating corporate culture,shaping the brand image,and enhancing perceived value.At the end of the article,the full text summarizes the results of the environmental analysis and the conclusions of Y company’s product competition strategy,and points out the direction for future research,hoping to provide a reference for Chinese manufacturing companies to enhance their product competitiveness and go to the international market.