| Since the reform and opening up policy,China’s economy has made remarkable achievements,which has also greatly promoted the development of the automobile industry,but at the same time,the competition between China’s car companies has become increasingly fierce,and the competition pattern of China’s luxury automobile companies is undergoing historic changes.These years,with the rapid rise of independent automobile enterprises,the development momentum of independent luxury brand car companies is fierce;the development of new energy vehicle enterprises is rapid,and luxury new energy automobile enterprises are increasingly recognized by Chinese users.The first echelon of traditional luxury car companies is undergoing greater challenges.Currently,the competition in China’s automotive industry is more and more fierce,market competition is also changing rapidly,in the face of strong opponents and severe competitive situation,auto companies want to maintain a leading edge and continue to grow and develop,not only to have strong funds,but also to have a more cutting-edge management concept and management technology,in the product layout and corporate strategy to achieve precautions.In this paper,based on the current competitive situation in China’s automobile market,FAW Audi Sales Co.,Ltd.(FAW Audi company)is used as the research object to conduct a detailed analysis and research on its company’s development strategy.The development status of FAW Audi Company was elaborated,FAW Audi Company after more than 30 years of development,currently has a rich product line,mature organizational structure and high-quality employees,accumulated a huge user base and a good reputation,but with the increasingly fierce homogeneous competition in the automobile market,FAW Audi’s sales volume and ranking have declined in recent years.Through the analysis,it is found that the main problems of this phenomenon are insufficient supply chain stability,relatively low brand value and late layout of new energy vehicles.Secondly,in order to further solve a series of existing problems of FAW Audi and find strategies and measures suitable for its development,this paper analyzes in detail the external and internal environment of FAW Audi.In the analysis of the external environment,it can be seen that the current domestic economic situation is stable and good,the automotive industry still has room for growth,with the maturity of technology and the support of national policies,the new energy vehicle industry is booming,providing opportunities for FAW Audi.In the internal environment analysis,it can be seen that the company currently has the advantages of good financial status,high quality of personnel and good brand image,although there are problems such as low efficiency of the company’s internal processes,but the overall internal environment is better.Synthesizing the analysis of FAW Audi’s development status and its development environment,this paper once again starts from the strategic objectives of the company’s development,combined with SWOT analysis and IFE and EFE analysis tools,draws the result that the company should implement a diversification strategy,overcome external threats through its own internal advantages and external opportunities,and on the basis of stabilizing existing models and markets,proposes that the company should develop new models and new businesses,accelerate the replacement of old models,and several measures such as the company should develop other market segments.Finally,in order to enable the smooth implementation of its development strategy,this paper formulates relevant safeguards from the aspects of supply chain,marketing,finance,human resources and organizational systems.With the intensification of competition in China’s automobile market,major automobile companies have adjusted their corporate strategies to better cope with competition and market challenges.FAW Audi also needs an appropriate corporate strategy to consolidate its market position and support its sustainable development in the future. |
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