Research On Product Competitiveness Enhancement Strategy Of A Automobile Company

As China’s economy has slowed in recent years,the country’s auto industry has seen a correction in 2018,ending 28 years of positive growth since 1990.The current competitive environment in China’s auto market is more severe than ever before,such as the liberalization of foreign ownership,the establishment of a wholly owned factory by Tesla in Shanghai,and the emergence of a large number of new power manufacturers such as NIO,XPEV,and WM Motor.In this context,brand A,which has a mediocre market performance,is facing more severe challenges than ever before.This paper takes A Automobile Company’s product competitiveness enhancement strategy as the research subject,through the systematic analysis of the factors affecting the competitiveness of automobile products,establishes a set of scientific and effective evaluation index system of automobile product competitiveness from the perspective of customer value,and uses the index system to evaluate the product competition of A Automobile Company through expert investigation,analytic hierarchy process and benchmarkin g research method all round evaluation was carried out.Based on the evaluation results,five reasons for the lack of product competitiveness of A Automobile Company are found.Finally,on this basis,this paper puts forward the strategic suggestions and correspondin g safeguard measures to enhance the product competitiveness of A Automobile Company,so as to achieve the purpose of improv ing the performance of a automobile company’s products in the automobile market and improve the financial situation.We hope that through this research,we can give some ideas to other auto companies,especially local auto companies.