Research On The Development Strategy For Intelligent Connected Business Of FAW-VW Automobile Co.,Ltd.

In recent years,the automobile industry is occurring profound changes,and the subversive trend is developing rapidly: changing from the traditional internal combustion engine-powered vehicles to the next-generation vehicles characterized by electric driving,intelligent network connection,autonomous driving,and sharing mobility.As one of the core changes,the intelligent network connection has increasingly become an important source of product differentiation and value creation,and an important carrier for automobile companies to build their core competitiveness under the industrial transformation.At the same time,in 2022,China’s passenger car foreign investment restrictions has been officially lifted,which will further intensify competition and differentiation in the industry.As a joint venture,after 30 years of development,the production and sales scale of FAW-VW has exceeded 2 million units,ranking the top of China’s passenger cars.Under the tide of industrial transformation,FAW-VW needs to grasp the development trend,find its own development positioning in the field of intelligent network business,determine the profit distribution mode with shareholders in intelligent network business,and build the core competitiveness of FAW-VW in the new business field.This paper takes FAW-VW intelligent connected business as the research object,and uses the theoretical knowledge of enterprise strategic management to analyze the macro environment.,the industrial environment and the development trend of intelligent network is analyzed in detail.Then,FAW-VW strategic direction of intelligent network service is determined,and the strategic planning and implementation guarantee mechanism of FAW-VW intelligent network service development are proposed.Firstly,combined with the development trend of intelligent connected vehicle,the research background,significance,content and methods of this paper are described.Secondly,it analyzes the existing problems in FAW-VW’s intelligent network business development: unclear top-level development strategy,insufficient product capacity to adapt to the Chinese market,insufficient custom experience,insufficient internal organizational coordination,and unclear sustainable business model,and systematically analyzes the causes of the above problems.Then,PEST is used to analyze the external environment and industrial trend of FAW-VW intelligent network connection business,and Porter’s five forces model is used to analyze the competitive situation of FAW-VW intelligent network connection business.This paper analyzes the internal environment of FAW-VW intelligent network business from the perspectives of resources and capabilities.At the same time,the SWOT analysis method is used to analyze the internal advantages,disadvantages and external opportunities and threats of FAW-VW intelligent network business development,and the SWOT matrix is used to explain four potential strategic choices.Finally,taking all factors into consideration,from the external point of view,policy support,rapid development of intelligent Internet connection technology and strong consumer demand provide strong conditions for the development of FAW-VW intelligent Internet connection.From the internal point of view,unclear intelligent network business development top-level strategy,weak product,insufficient customer operation experience,not explored sustainable profit model and other disadvantages are the core bottleneck restricting the company’s intelligent network business development,and FAW-VW must focus on overcome.Therefore,FAW-VW chooses the reverse strategy,through grasping the industry development trend,making up for its shortcomings,and through providing users with high-quality experience and services of intelligent Internet connection,constructing the intelligent Internet connection ecosystem,so as to cultivate new core competitiveness.Finally,centering on the turnaround strategy,the medium-and long-term development goals of FAW-VW intelligent network business development are formulated,and the product strategy,integration strategy and independent operation strategy are put forward,and the guarantee measures for the implementation of the strategy are elaborated from the perspectives of strategic consensus,financial security and personnel security.Through the study of FAW-VW intelligent connected business development status and strategy,under the new industrial development trend,planning of the company’s intelligent network business development,realizing the company continues to lead the industry development,and playing a certain reference for other similar enterprises.