Research on Competition Strategy of M Company's Automobile Air Conditioning
作者单位：Department of Business Administration Nanjing University of Finance & Economics Hongshan College Department of Accounting Nanjing University of Finance & Economics Hongshan College
会议名称：《3rd International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2019)》
会议日期：2019年
学科分类：08[工学] 082304[工学-载运工具运用工程] 080204[工学-车辆工程] 0802[工学-机械工程] 0823[工学-交通运输工程]
关 键 词：M company automotive air conditioning environmental analysis competitive strategy
摘 要：Starting from the internal and external environment of M company, this paper firstly analyzes the external macro environment and industrial environment of M company s automotive air conditioning products by virtue of PEST analysis, Porter s five-force model analysis and external environmental assessment matrix(EFE), and sums up the opportunities and threats faced by M company s automotive air-conditioning products. Secondly, this paper adopts the core competitiveness analysis method and internal environmental assessment matrix(IFE) and finds out the internal advantages and disadvantages of the M company s passenger car air-conditioning products;on this basis, an alternative product competition strategy was developed by using the SWOT tool s analytical framework. Finally, a competitive strategy for the differentiation of M company s automotive air conditioners was developed.