Research On Competitive Strategy For Faw Car Co.,Ltd

The business of FAW Car Co.,Ltd.has continued to deteriorate in recent years.The global automobile industry is in a great change that has not happened in a century.Through a comprehensive analysis of external opportunities and threats,as well as internal resources and capabilities,appropriate strategy is formulated to achieve a break quickly.First of all,this paper introduces the operation situation of FAW Car Co.,Ltd.Identify current business problems by reviewing the development of the company.The causes of these problems are analyzed in the aspects of strategy formulation,product development,marketing,quality control and so on.The company lacks continuity and stability in strategic management,core competitiveness based on professional technology in products.In order to formulate Differentiation Strategy,this paper analyzes the external environment and internal environment.The analysis of policy.President Xi Jinping put forward the dual goals of "carbon peak" and "carbon neutralization" during general debate of the United Nations,and the requirements for the green development of the automobile industry in the future will be higher and higher.It is estimated that by 2025,the sales of new energy vehicles in China will reach more than 20% of the total vehicle sales.The new energy vehicle industry policy is both an opportunity and a challenge.The opportunity lies in that the new energy market segment will grow rapidly.The challenge is that FAW Car Co.,Ltd.lacks core technology in the field of new energy vehicles,especially in motor,battery,electronic control system and so on.From the analysis of the corporate environment,we can find that China’s automobile industry has entered the stage of stock competition.The Matthew effect is obvious.The head companies have established a moat through a huge user base and system capacity.So they have a stronger ability to resist market disturbance.The living space of tail enterprises is constantly squeezed.In the face of competition from traditional automobile enterprises,FAW Car Co.,Ltd.also needs to focus on the force of Internet car-building companies.They have stronger software development ability.Competitor analysis.Geely Automobile achieves the top in the national brand market by formulating a technology-leading differentiation strategy.GWM has achieved upward on the basis of technological specialization innovation.Successful national automobile enterprises all have formulated differentiation competitive strategy.Only by formulating a technology-leading differentiation strategy can FAW Car Co.,Ltd.break the deadlock and rise rapidly.With traditional energy vehicles as the main line and new energy vehicles as the auxiliary,we will create 3-4 best-selling products to expand the customer base.Horizontally expand the mobile travel business,and vertically tap the value of the automobile whole life cycle.We will continue to promote the transformation of mobile travel services.Strive to achieve the sales target of 200000 vehicles and complete the layout of new products during the period from 2021 to 2023.The core technology breakthrough will be achieved during the strategic transformation phase from 2024 to 2026,and the annual sales increase to 600000 vehicles.Seize the expanding middle and high-end market.Implement the strategy of brand promotion to improve the ability of brand premium.Implement the strategy of product customization to create the profit growth point of the vehicle.The agile learning organization is built through cooperation.Get rid of technology dependence and devote ourselves to power platform technology.Innovate the marketing mode to ensure the implementation of the strategy.