Research On Market Development Strategy Of LS Auto Parts Company

In recent years,the sales of new energy vehicles have increased year by year,but the growth momentum of the auto industry has been interrupted,and the industry has begun to enter the stage of inventory competition.At the same time,although the national policy subsidies for new energy vehicles continue to decline,as industry technology continues to mature and charging facilities become more popular,the share of pure electric vehicles in the market continues to rise.These changes not only affect vehicle manufacturers,but also bring new opportunities and challenges to the upstream industry of auto parts.In particular,the current main customer groups of many auto parts companies are still dominated by traditional cars.Facing the new environment and fierce competition in the international and domestic markets,how to accurately position the market goals and formulate market development strategies in line with their own characteristics for auto parts companies is an important topic that they must discuss.Based on a review of domestic and foreign strategic management theories and methods,this paper analyzes the current problems of LS auto parts company during market development,including the structure of products is not reasonable,existing OEM customer is lack of deep cultivation,and the layout of domestic and foreign after-sales market is not reasonable.Combined with PEST analysis and SWOT analysis,the main internal and external environmental factors that affect the market development of LS auto parts company were explored,including the external opportunities,threats and internal strengths and weaknesses it faces,alternative strategies for products and markets were designed,and then quantitative strategic planning matrix was used to help enterprises choose corresponding strategies according to the different problems during market development.This paper provides below research conclusions:In view of the current structure of products is not reasonable,generally LS company should take the product development strategy as the main strategy;And the OEM market can takes the market penetration strategy as the main strategy,then the domestic and foreign after-sales market can takes the market development strategy as the main strategy.Finally,the strategy implementation guarantee was put forward from five aspects of organizational structure,financial management,information management,human resources and corporate culture.The market development strategy selection scheme proposed in this paper not only provides scientific support for LS auto parts company to formulate the current market development strategy,but also provides some reference for other auto parts enterprises in China.