Research On The Development Strategy For Changchun FATY Automobile Plastic Components Co.,LTD.

In recent years,with the adjustment and upgrading of the national industrial structure,China’s economic development has entered a new normal,and with the impact of the three-year epidemic,the transformation of China’s economic form has brought great changes to residents’ living standards and consumption habits.The automobile industry has been deeply affected.At present,the automobile industry in China has gradually transitioned from the incremental market many years ago to the stock market.In order to occupy a place in the fierce market competition environment,major OEMs have used technology wars,price wars and other means to enhance their competitiveness.The "involution" of the automobile industry has become the new normal.In order to strive for a limited stock market,the profit margins of OEMs and parts suppliers have been continuously compressed.In order to survive and develop healthily and steadily in the fierce market environment,it is a very huge challenge for every car manufacturer and component enterprise.Under this background,how to improve their competitiveness through reform,innovation and transformation is a common topic faced by every enterprise.Changchun FATY Automobile Plastic Parts Co.,Ltd.studied in this paper is one of the well-known enterprises in the industry that are constantly exploring the road of reform.FATY Company has been deeply involved in the field of automobile exterior parts for 20 years,and has become the most influential automobile exterior parts enterprise in Changchun,providing high-quality supporting services for many well-known automobile factories.At present,FATY Company has been in the first echelon camp in the national automobile exterior industry.However,due to the drastic changes in the development of the automobile industry in recent years and the pressure from competitors,the development of FATY Company has also fallen into a bottleneck,and there have been a series of problems,such as insufficient development stamina,inadequate system management,great market competition pressure,and reduced profit space.Under the background of the whole industry,if FATY Company blindly follows the old rules and does not think about reform,it will be eliminated step by step in the fierce market competition.Therefore,FATY Company should be determined to reform,learn from each other’s strong points,grasp the development direction in the fierce market environment,strive for a place for itself and obtain better development opportunities.Based on the market environment and the development trend of auto parts industry in the future,this paper first expounds the operating status and problems encountered in the development process of FATY Company,and studies the development strategy of FATY Company by using strategic management theory.Through PEST analysis and Porter’s five-force analysis model,the present situation of FATY Company is analyzed in detail,and the problems and root causes encountered in the development process of FATY Company are deeply analyzed.Then use SWOT model to analyze the strengths,threats,weaknesses and opportunities of FATY Company.Finally,according to the above analysis,the SO development strategy is selected as the main development strategy of the company,and the phased development goals suitable for FATY Company are formulated,and the strategic implementation measures such as diversification of customer groups,increasing investment in scientific research,enhancing added value of products and improving customer satisfaction are put forward.And from the management system,cultural system,product operation guarantee and other aspects to formulate corresponding safeguard measures to escort the achievement of strategic goals.