Research On Business Model Innovation Of Electric Vehicle Industry

With the increasingly serious environmental pollution and energy issues, the social requirements for the automotive industry of energy saving become higher and higher. As a representative of the new energy industry, electric vehicles have got widespread concern in society in the past few years. Governments have also introduced a series of incentive policies. However, due to technical limitations of electric vehicles, there still exists a wide gap between electric vehicles and traditional cars in the performance. At same time, while the electric cars also have lots of shortcomings just like the battery easy to damage, the car cost too much, etc., eventually lead to many obstacles in the marketing process. More important is that electric vehicles is a new industry, its industrial structure has a big difference from the traditional car. The traditional business model of the automobile industry has been unable to meet the electric vehicle industry, while the development of new business models has not yet formed. Car manufacturers, battery manufacturers, Electric Power enterprise and other stakeholders have begun to compete for the dominant position in the industry.For the above, on the basis of full understanding of the electric vehicle industry’s current status, with an integrated use of the theory of enterprise business models, value innovation and value network, this thesis makes an evaluation and analysis for the current business model of the electric vehicle industry.Besize, this thesis has made in-depth study and exploration.about the customer value proposition, value network and profit model of the electric car industry.The main research findings and innovation are as follows:(1) On the basis of the status of the analysis of electric vehicle industry status and its business model classification; This thesis has found the main problems existed in the business model of electric car industry from three aspects:the internal structure, resource allocation and value potential, etc..(2) Through the investigation of the target customer’needs feature, this thesis draws a customer value curve for the current electric vehicle industry, and uses the value innovation theory to design its enterprise value curve,as well as its value of innovation paths.(3) The thesis has build a value network model, for the electric vehicle industry,it has not only discussed its key value activities (technological innovation, and charging services) systematically, but also established the operating mechanism of the network, including collaborative operational mechanisms, information sharing mechanism, incentive and restraint mechanisms, and benefit-sharing, risk sharing mechanisms.(4) This thesis has designed the profit model of the electric vehicle industry for innovation, including the oil-electricity price gap profit model, the battery rental profit model, and the vehicle rental profit model, and the profits source and ways to realize value of each model are also given.(5) A three-dimensional evaluation model of the business model is build to evaluate the business model innovation practices of BYD Auto Co., Ltd, within considering of the electric vehicle industry’s currency, and on the basis of the previous theory, this thesis gives some recommendations in business model innovation for BYD.