Business Strategy Transformation Research For Zhonghua Business Division Of H Company

Since the 21 st century,the laws and regulations for the protection of atmospheric environment in countries around the world have become increasingly stringent.The Chinese government’s commitment and policy promotion of "carbon peak" and "carbon neutral" schedules have profoundly affected the development of the automobile industry.Recently years,the production and sales of traditional fuel vehicles have been continuously declining,while the production and sales of new energy vehicles have been continuously increasing,and the growth rate is fast.The automobile industry is undergoing profound changes,and the enterprises in the industry are experiencing pains and changes.At the same time,the government departments attach great importance to the reform of state-owned enterprises,vigorously promote the supply side reform,revitalize state-owned assets,and guide the benign operation of enterprises.H Company,a provincial state-owned enterprise,is in the stage of bankruptcy and reorganization and needs to seek strategic transformation to solve the crisis.From the government’s point of view,maintaining the core asset of H Company’s Zhonghua Division is conducive to overcoming the bankruptcy crisis and maintaining social stability.The thesis focuses on the main business of Zhonghua Division of H Company.Its main business is the research and development,production and sales of passenger vehicle products.Its assets and business are the core part of the group,and the strategic transformation plays a crucial role in the success or failure of the reform.The thesis uses the methods and tools of enterprise strategy analysis,combined with the actual analysis of the operation status,and found the problems existing in the company’s internal and business.Further study on literature theory at home and abroad,using PEST analysis,porter five model,SWOT analysis,combined with the consumer demand special investigation conclusion,further study on the external environment,industry trends and opportunities at the same time through the enterprise in-depth investigation,using Boston matrix analysis method analyze the internal environment,so as to give the business strategic transformation.The purpose of the thesis is to solve the main problems in the business,to help the company to get rid of the bankruptcy and restructuring predicament by the strategic transformation of the passenger vehicle product business,and to seek an advantageous position in the market competition of the automobile industry.The research concludes that Zhonghua Business Division of H company should take advantage of the opportunity to overcome the disadvantages,transform its business strategy from differentiation strategy to cost leadership strategy,and shift from traditional fuel vehicle business to new energy passenger vehicle business.The thesis fully demonstrates the feasibility of the transformation of Zhonghua Business Division of H Company,and elaborates in detail the reasons,target users,market positioning,technical indicators,life cycle planning,sales target estimation and other aspects of entering the new energy passenger vehicle market.It provides implementation and guarantee for the success of strategic transformation in four aspects: seeking win-win cooperation,strengthening product research and development,enhancing marketing ability and strengthening human resource construction.The significance of the thesis lies in the following aspects: firstly,it can provide solutions for H Company to get out of difficulties and sustainable development in its main business;Secondly,by promoting the success of enterprise reform,a large number of employees are prevented from losing their jobs and the imbalance of the industrial chain,which indirectly guarantees the stability of the society and has good social benefits.Thirdly,this topic combines strategic management theory with social practice,which can provide reference for industry practice in the contemporary background.