Research On Development Strategy Of HQ Domestic Brand Automobile Of Company A

With the economic development entering the new normal and the supply side structural reform accelerating,the automobile industry has entered into a profound industrial transformation,which is mainly reflected in the new energy,intelligent Internet connection and other new technology development changing the traditional automobile industry ecology,gradually eliminating the restrictions on the share ratio between Chinese and foreign joint venture automobile enterprises,the domestic automobile market is becoming increasingly saturated and showing negative sales growth,which leads to the domestic automobile industry The survival pressure of enterprises increases.Facing the pressure of survival and development,domestic automobile enterprises adjust their development strategies and seek innovative development in order to cope with the pressure and challenges brought by policy adjustment and technological change.In the process of development strategy adjustment,the major vehicle enterprises have established new development strategies,which focus on the balance of new vehicle layout,marketing,after-sales and other aspects,as well as the scientific and technological vehicle enterprises which focus on standardized and modular production and development mode.The purpose is to find out the future development direction in the process of automobile industry reform,and then lead the development of the whole automobile industry.As an important automobile product of company a,HQ car has always been used as a national guest car,and is a "flag" of Chinese automobile brand.In order to speed up and clarify the development path of HQ brand cars,in January 2018,company a released the new HQ brand development strategy and put forward the strategic plan of "new noble brand",aiming to build HQ brand cars into "China’s first and world famous" auto brand.However,at present,there are many problems such as slow product update,poor maintenance experience and so on,which affect the overall implementation and effectiveness of strategic planning.Therefore,it is urgent to adjust its development strategy.This paper takes the development strategy of HQ brand car of company a as the research object.Analyze the basic situation and competitive environment of company a,find out the main problems affecting the implementation of development strategy,in order to correct these problems,formulate reasonable development strategy,ensure the realization of HQ brand automobile development strategy,find out the existing problems and reasons,put forward new development strategy through literature research,questionnaire,visit to relevant functional departments and other research methods,and The allocation of R & D resources,specialized talents,product quality,incentive measures and other aspects shall be guaranteed to ensure the smooth implementation of the proposed development strategy.