Research On Competitive Advantage Of New Resource Vehicle Firms Based On Hyper-competition View

Since1991, new energy automobile industry was officially set as akey project called the electric car key technology research nationalwidely. For more than20years, this industry had been developed to beon the stage of industrialization. Compared with all the developed countrywho has developed this industry for more than100years, our country wasbadly let out both in industry and technology innovation level. AfterChina’s accession to the WTO, China’s new energy automobile industry facesnot only a domestic enterprise but also foreign car companies who hasstrong international capital flows and advanced technology.The development of new energy automotive industry conforms to thetrend of developing countries to optimize industrial structure. It is thegovernment who set the blueprint of new resource vehicles firms, includingindustry planning, policy support, etc. And that is why this industry isdifferent from the other domestic manufacturing. As a capital andtechnology intensive industry, the competition of the new energy vehiclesindustry is far away from the traditional one. New resource vehicles firms,who want to be in an impregnable position in the fierce competition, needto be clear of the necessary competitive advantage in the industry. Thisdissertation is based on the theory of hyper-competition to assess thecompetitive advantage of the new energy vehicle firms.There are four zones which the competitive advantage was generated:cost and quality, timing and technology innovation, barriers to entryareas and capital. Therefore, it is found that there4factors thatinfluencing the competitive advantage of the firms: the nationalindustrial planning and industry support policy, consumer subsidies policy measure, economies of scale, industry chain, affiliated equipmentand professionals-technical staff.At last five main factors influencing the enterprise competitionadvantage were found: the product research and development innovationability, brand, capital ability, marketing ability, and policy support.In this paper, based on the theory of hyper-competition, a evaluationsystem was set for the competitive advantage of the new resource vehiclefirms. Using fuzzy comprehensive analysis method and analytic hierarchyprocess (AHP) to evaluate four selected companies and give thecorresponding development strategy.