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1、北汽福田企业发展战略研究AbstractWiththegrowthofChina’smacroeconomyisbeginningtoslowdown,theChina’sautomotiveindustryissteppingintothetransformingperiod,andtherateofgrowthisslowingdown,too.Althoughthedomesticbrandenterpriseshavebenefitedfromthemassivemarketandimprovedtheirtechnologyandmanagementalot.Butther
2、eisstillalongwayfromreachingtheindustrystandardmakers.Howtoretainthecompetitiveadvantageintheintensifyingcompetitionandseizemorenewopportunitiesforthedomesticbrandenterprisestokeeplong-termdevelopmentrequirestheenterprisestorevisetheirdevelopmentstrategy.Thisarticlediscussedthedevelopmentstrate
3、gyfordomesticbrandenterprisesfromtwoaspectsoftheoryandcasestudy,andsetBEIQIFOTONCo.,LTDastheexample.Afterusingthetheoryofenterprisedevelopmentstrategytoanalyzetheexternalenvironmentandinternalabilityinordertoidentifytheopportunitiesandthreats,strengthsandweaknesses,andaccordinglyputforwardthebu
4、sinessstrategyandfunctionstrategy,andtheirsimplementationmeasures.Inthefuture,FOTONshouldhaveablueprintofChina-centricandglobal-layout.MakesynchronousprogressonpassengercarsandcommercialvehiclestobuildaworldInfluentialbrand.Playanindustryleadingroleinmanagementability,productresearchanddevelopm
5、entabilityandmanufacturingability.Intheaspectofbusinessstrategicchoice,thisarticlesuggestedthatFOTONdevelopcommercialvehiclesandpassengercarssimultaneouslyinthefuture.Commercialvehiclesbusinesstakesconcentrationstrategyandpassengercarbusinessoperatesdifferentiationstrategy.Forcommercialvehicle,
6、itshouldfocusondevelopingbusinessadvantages,likethemediumandheavytruck;stripawayoflow-endbusinessinsmallandmicrotruck.FOTONisagreenhandtopassengercarbusiness.Thereforedifferentiationstrategyissuggested.Firstofall,branddifferentiation:Brandwithhistoricalconnotationshouldbedeveloped;Inaddition,pr
7、oductdifferentiation:SUVofhighvalueismarketentrypoint,whichissuperiortocompetitors'productsplanning;Lastbutnottheleast,marketingmode:takeinnovativemarketingmodewiththeaidofcommercialvehiclesmarketingnetwork,andcombineonlinemarketi
