Research On The Competitive Strategy Of APTIV Electric System Changchun Branch

China is the world’s largest country in automobile production and sales,and the automobile industry chain has developed rapidly.In the past two years,the growth trend of the automobile industry has slowed significantly.As the necessary raw materials for automobile production,the market demand for automobile wire harness products has decreased.The production company of automobile wire harness products is facing the problems of rising raw material prices,increasing transportation and logistics costs,increasingly fierce market competition,and enhanced bargaining power of customers.It is because of these problems that the profitability of enterprises is getting worse and worse.In this context,as the world’s largest manufacturer of automobile wiring harness system,in order to ensure that the products of APTIV Electric System Changchun Branch can occupy more markets in China,the formulation of appropriate enterprise competition strategies is related to the future survival and development of the enterprise.This paper analyzes and studies the basic operation situation of APTIV Electric System Changchun Branch,combined with the development status of automobile harness products,using the competitive strategy theory,literature analysis and case study methods.The article studies from three aspects of the company’s strategic analysis,strategic selection and strategic implementation.The first part is enterprise analysis and strategic analysis.First,understand the current situation of enterprise harness product management,summarize the planning and implementation process of the existing competitive strategy,and sort out the slowdown of business growth in actual operation,the decline of product profit space,the reduction of company profits,the increase of product costs The harness products have entered the bottleneck period,and the development is slow,and the product R&D cycle is long.The PEST analysis method is used to analyze the company from the four aspects of politics,economy,social culture and technological environment,and then the internal capabilities of the company are analyzed through Porter’s five forces model.Finally,according to the SWOT analysis method,it is summarized from four aspects: advantages,disadvantages,opportunities and threats.The second part is the strategic choice.In combination with the company’s vision and objectives,the company determines the competitive strategy of the harness products of APTIV Electric System Changchun Branch.In terms of implementation,the company needs to take advantage of its own advantages,seize opportunities,strictly control product quality,optimize product functions,basically saturate the domestic market share,and exploit more international markets by using national and regional policies.At the same time,the company should optimize the internal personnel structure of the enterprise,reserve the middle-level enterprise leaders,formulate the enterprise management system,improve the employee compensation system,cultivate the employee’s sense of belonging to the enterprise,and strengthen the employee’s sense of market competition.The third part is the implementation of the strategy.According to the determined competition strategy,the implementation measures and safeguard measures are proposed.In order to ensure the implementation of the centralized competition strategy,the safeguard measures should be formulated from the aspects of manpower,capital,equipment,performance,crisis,etc.This paper uses the theory of competition strategy to formulate the industry competition strategy for the company,points out the future development direction of the company,and promotes the sustainable,stable and green development of the company.It has promoted the development process of the company towards intelligence and networking.A feasible competitive strategic plan has been developed for APTIV.At the same time,it provides reference suggestions for the development of Chinese wire harness industry enterprises.