Study On The Operation Strategy Of Great Wall Motor Company Limited

The world today is undergoing profound changes unseen in a century.The new round of scientific and industrial revolution is deepening and the international balance of power is profoundly adjusted.All these have made the domestic and international environment for China’s economic development more complex and volatile.As capital and technology intensive industries of auto industry,the technological revolution and industrial revolution and affect the international environmental uncertainty,and automobile enterprises in our country is in such a big change,big change continue to steadily push forward the industrialization of new energy vehicles,we are into the electric car,intelligent,snatched,sharing the new era.Great Wall Motor Co.,Ltd.is an outstanding representative of China’s private automobile enterprises,with annual sales exceeding one million units year after year,and is worthy of the name of China’s mainstream independent automobile brand.Under the new historical conditions,Great Wall Motor faces to adjust its business strategy,to grasp the opportunities and meet the challenges,to realize its own leapfrog development from passivity to initiative.On the basis of the theoretical research and practical exploration results of the business strategy at home and abroad,this paper makes a comprehensive and in-depth analysis of the external and internal business environment of Great Wall Motor,and carries out a SWOT analysis of the business situation of Great Wall Motor,and then puts forward the business strategic objectives and implementation strategies of Great Wall Motor.The main conclusions are as follows :(1)As a world-renowned SUV and pickup truck manufacturer,Great Wall Motor Co.,Ltd.’s SUV series products and Great Wall pickup trucks have been the sales champion of the segment market for many years in a row,with a high market share.At the same time,SUV products and Great Wall pickups have also achieved good results in foreign countries.The development of Great Wall Motor has played a positive role in promoting the development of pillar industries of national economy and the rise of national brands,but there are also prominent or potential competitive pressures objectively.(2)Great Wall Motor has the advantages of sound marketing network,high reputation of SUV brand,leading advantages of pickup,strong R & D and innovation ability,and other disadvantages,such as late start of new energy vehicles,lack of high-end automobile brands,serious weakness of car series and lack of obvious location advantages;It has the development opportunities brought by the steady economic development,national policy support and the improvement of residents’ consumption level,and also faces the challenges brought by the slowdown of the growth of the automobile industry,the fierce competition of foreign brands,the small policy support of private enterprises,the bias of independent automobile brands and the rise of new forces of automobile manufacturing.In order to get further development,Great Wall automobile must develop its own strategy from the point of strategic management.(3)Great Wall can draw on existing strengths and resources to maximize the use of external environment can provide all kinds of opportunities to achieve its own development,should make full use of the chance factors in particular,efforts to improve the Great Wall SUV series products,the Great Wall new energy vehicles,etc.Main products market share,to further enhance the core competitiveness of enterprises.The business strategy of Great Wall Motor is to become the global leader of SUV in China,and to become the mainstream brand of new energy vehicles in the world by deeply exploring the field of new energy vehicles.(4)To achieve the business strategic objectives and smoothly implement the business strategy,Great Wall Motor should focus on consolidating the leading edge of SUV,strengthening the research and development of new energy models,optimizing the strategic layout of globalization,promoting the upgrading of intelligent driving strategy,strengthening talent training and reserve,and creating a good corporate culture.