Research On Competitive Strategy Of Medium And Heavy Vehicle Of FAW Jiefang Automobile Co.,Ltd.

Due to its particularity,the market demand of medium and heavy commercial vehicle industry is greatly affected by macroeconomic conditions and national policies and regulations.Affected by the slowdown of economic growth,the demand for medium and heavy commercial vehicles has further weakened,and the domestic market has entered the era of stock competition.After long-term development,the domestic medium and heavy commercial vehicle enterprises have formed three echelons,the first echelon is Jiefang,Sinotruk and Dongfeng,and the second echelon is Shaanxi Automobile,Foton and Hongyan.Dayun,Jianghuai,and XCMG are in the third echelon.With the maturity of products and technologies,products among different manufacturers tend to be homogeneous,and the competition becomes more and more fierce.Sinotruk takes advantage of overseas advantages through the price war to surpass Dongfeng and Jiefang successively and become the first in the industry in 2022,which brings about changes in the competition pattern of the industry.With the liberalization of foreign ownership in commercial vehicle manufacturing in 2020,leading international commercial vehicle enterprises have implemented localized production in order to gain market share of middle and high-end domestic market and lower the upper limit of domestic high-end market.The development of science and technology and the implementation of the national "Two-carbon" strategy make the commercial vehicle industry face the transformation of new demands and new trends such as new energy and intelligence.Many new forces to make cars take the opportunity to enter the bureau of new energy,intelligent network league road,seeking to overtake traditional enterprises on the curve.Under such a background,FAW Jiefang,as the leading enterprise in the industry,is facing unprecedented competitive pressure and bearing the double pressure of market share increase and transformation development.It should shoulder the responsibility of establishing a national commercial vehicle brand,and fight against leading international brands,but also seek its own development.Under the complex and changeable macro environment and fierce competition,how to make full use of its advantages,seize opportunities,avoid risks,cope with challenges of all parties,and achieve rapid and sustainable development has become an important issue urgently needed to be solved.In this thesis,FAW Jiefang medium and heavy commercial vehicle business as the research object,first identified the existing problems of FAW Jiefang,and carried out the true cause analysis.Based on the scanning of the external macro environment,competitors and internal environment,to clarify the opportunities and threats faced by the enterprise,as well as its own strengths and weaknesses,use SWOT analysis tool for systematic analysis,determine the application of ST strategy,and set strategic goals on this basis.At the same time,based on the adaptive system analysis of the three competition strategies of Michael Porter competition,it is clear that FAW should adopt differentiation strategy to liberate the medium and heavy commercial vehicle business.In order to ensure the effective implementation of the competitive strategy,this paper defines the implementation paths of brand differentiation,product differentiation,service differentiation and business layout differentiation.To build a domestic high-end independent commercial vehicle brand,focus on improving the economy,reliability and adaptability of application scenarios in terms of products,establish a new image of domestic fuel-saving and reliable products,provide differentiated high-quality service solutions for different customers,improve customer stickiness.After strengthening the market and overseas layout,seeking new business growth pole.Formulate corresponding guarantee mechanisms for cultural atmosphere,talent organization,market research,technological innovation and digital intelligent transformation to ensure the smooth implementation of differentiated competition strategy.By studying the competitive strategy of FAW Jiefang medium and heavy commercial vehicle business,this paper tries to provide reference for enterprises to cope with the industry changes and promote the healthy and sustainable development of enterprises.