Research On The Development Strategy For Guangzhou Huatai Automotive Parts Co.,Ltd.

With the development of China’s economy and the improvement of people’s consumption power,the demand for automobile purchase is increasing,which makes China’s automobile industry has also achieved rapid development.Since 2009,China’s auto production and sales have surpassed the United States for the first time with the advantage of more than 3 million on volume,becoming the largest auto production and sales country in the world.The steady development of China’s automobile industry has driven the demand for automobile seat parts.China has also become a large manufacture,a global factory.At the same time,since the 1990 s,economic and trade globalization and the development of information technology have promoted the globalization of automobile industry chain.With the help of China’s demographic dividend,the development of manufacturing basic industry and the improvement of import and export environment and policies,foreign-funded automobile parts enterprises with the advantages of technology,global industrial chain layout and experience can take root and develop rapidly in China.2021 is the first year of the "14th Five-year Plan",the changes of national policies on the automobile industry and the improvement of environmental protection requirements bring the automobile industry transform to electrification and intelligence.After more than ten years of rapid development,with the decline of China’s demographic dividend and the rise of labor costs,foreign-funded auto parts enterprises are also facing challenges in transformation and development.Guangzhou Huatai Automotive Parts Co.,Ltd,which is studied in this paper,is a well-known foreign-funded enterprise in the automobile seat interior parts industry.Guangzhou Huatai Automotive Parts Co.,Ltd also benefits from the development of China’s auto industry,with leading technology and scale in the auto seat interior parts industry,the company has achieved remarkable achievements in the industry.However,in 2019,especially since the outbreak of COVID-19 in 2020,with the decrease of overseas orders,the company’s sales and business performance have been declining.The development strategy of the company is not clear,the operation management system is weak,and the lack of business and technical talents,so the development of the company is facing great challenges and bottlenecks.In the background of the growing of Automotive seat demands,especially the rising market share of new energy vehicle sales in the market,Guangzhou Huatai Auto Parts Co.,Ltd.must seize the opportunity to restudy the company’s development strategy,improve the core competitiveness,and ensure the sustainable development.This paper takes Guangzhou Huatai Automotive Parts Co.,Ltd as the research object,uses relevant development strategy management theory knowledge,through interviews and surveys of the company’s core staff,and master the development status,problems and their root causes of the company.PEST analysis method is used to analyze the external macro environment of Guangzhou Huatai Auto Parts Co.,Ltd.,and SWOT analysis method is used to sort out the advantages and disadvantages of the company and the opportunities and threats it faces in this paper.Based on the analysis results,the development strategy of Guangzhou Huatai Auto Parts Co.,Ltd.is determined.The company should strive to resort out the relationship between existing and potential customers,expand China’s auto interior parts market,formulate short-term,medium-term and long-term strategic objectives for the company according to the actual situation of the company,and put forward the market strategy of using group resources to develop business,implement the localization of raw materials and group procurement,achieve the low-cost supply chain integration strategy and the development strategy of talent training and improving technology R＆ D capability,so as to realize the core competitive advantage of the company and realize the sustainable development of the company.Finally,the strategic guarantee measures are put forward from the aspects of human resources,financial system,material resources and cultural construction.