Study On Optimization Of Development Strategy Of ZQ Co.,Ltd.

As a strategic pillar industry of the country,the automobile industry has a long industrial chain,a large industrial volume and a wide range of radiation,which profoundly affects the development level of the national economy.At present,the global automobile industry is facing the transformation of electrification,autonomous,connected and sharing(referred to as the "New Four Tendency".The boundaries of the automobile industry have been broken and continuously extended.Automobile and transportation,energy,the internet and other industries are cross-integrated,and the development of new energy intelligent connected vehicles has become a global consensus.ZQ Co.,Ltd.is a public listed state-owned enterprise,and its main business is automotive technical services and equipment manufacturing.As a third-party testing and certification institution,it is more authoritative and impartial,and plays an important role in vehicle homologation,product inspection and testing.With the continuous improvement of China’s automobile population and the penetration rate of the new energy vehicle market,and the continuous deepening of the reform of "decentralization,management and service",ZQ Co.,Ltd.is facing new external competitive pressures and challenges,and needs to continuously improve and optimize the enterprise development strategy.Taking ZQ Co.,Ltd.as the research object,drawing on the theories of enterprise development strategy,enterprise development strategy process,diversification strategy and other theories,this paper comprehensively uses literature research method,investigation research method,qualitative and quantitative combination and other analysis methods to analyze the strategy of ZQ Co.,Ltd.and propose an optimization plan.First of all,it introduces the general situation and operation status of ZQ Co.,Ltd.,and sorts out the problems and causes in the existing strategy and strategic management of the enterprise.Secondly,the PEST analysis method and the Porter’s 5 forces model are used to analyze the external macro environment and industry environment of ZQ Co.,Ltd.,and conduct an in-depth analysis of the internal environment of the enterprise from three aspects:internal resources,capabilities and core competitiveness.On the basis of internal and external environmental analysis,clarify the external opportunities and threats to enterprise development,the advantages and disadvantages of the enterprise,formulate the enterprise alternative development strategy in combination with SWOT analysis methods,and use EFE and IFE matrices to quantitatively analyze key external factors and internal factors.Thirdly,put forward the guiding ideology and optimization principles of enterprise development strategy optimization,clarify the mission,vision and goals of the enterprise development strategy,further put forward the optimization design of the enterprise development strategy,further screen the alternative strategy through the QSPM matrix,and determine that ZQ Co.,Ltd.should adopt a diversified growth strategy and clarify the overall strategy,business and functional strategy of the enterprise.Finally,it puts forward a strategic implementation plan from three aspects: overall strategy,business strategy and functional strategy,and puts forward strategic implementation guarantee measures in combination with the strategic implementation guarantee measures in the four aspects: institutional mechanism reform,organization and management guarantee,technology innovation capability and corporate culture cultivation.This paper proposes development strategy optimization solutions for enterprises,which is a reference for strategic management planning and future development,as well as a reference for the analysis,selection,optimization and implementation of strategies of the same type of enterprises in the automobile industry.