Research On Strategic Change Of H Automotive Aftermarket Enterprise Based On Dynamic Capability Theory

The report of the 20th National Congress of the Communist Party of China proposed that the people’s yearning for a better life should be continuously realized.As people’s demand for a better life,the automobile travel industry is booming.With the development of digital technology,new energy vehicles,and stricter environmental regulatory policies,the automotive aftermarket industry will move towards a new stage of centralization,intelligence,and ecology.The rapidly changing environment will have a significant impact on the development of the enterprise.Since its establishment,H automobile aftermarket enterprise has achieved a leapfrog improvement from market exploration to capacity expansion and then to brand development.However,in 2021,the growth of corporate revenue slowed significantly,and the growth support of independent brand businesses was limited.In the highly uncertain market situation,whether and how to carry out strategic changes has become an important topic for H enterprise at present.Firstly,this thesis selects dynamic capability theory as the theoretical basis by combing domestic and foreign literature.Secondly,by analyzing the external environment changes and internal development problems that H automobile aftermarket enterprise is currently facing,as well as the driving force of strategic change,the motivation for the current strategic change of H enterprise is analyzed.Thirdly,based on the past development stages,expert interview method and qualitative research method are adopted to analyze the influence of environmental changes in different stages on the strategic change of H enterprise,and an analytical framework model of environmental change(main motivation of change)→dynamic capability evolution(capability of change)?strategic change path(implementation and effect of change)is constructed.Finally,using key factor analysis method and AHP analytic hierarchy process and QSPM strategic matrix quantitative analysis method,aiming at the internal and external environment changes in the latest stage faced by H enterprise in the aftermarket,new strategic change path implementation ideas and safeguard measures are proposed.This thesis not only provide practical significance for H automobile aftermarket enterprise to carry out strategic change,but also provide certain reference significance for the transformation and development of other manufacturing enterprises.