The Research On New Energy Vehicle Strategy Of GN Company

Since entering the new century, developing pure electric vehicles as a representative of new energy vehicles, will not only help to solve our country automobile consumption energy, environmental protection and the noise pollution problem, but also help to realize the auto industry from big to strong. The document which is called "Energy Saving and New Energy Vehicles Industry Development Planning(2012-2020)",has put forward the strategic target of new energy vehicles in China: 500,000 cars in 2015 and 5000,000 cars in 2020. China's new energy auto industry has begun to take shape. In 2014, the sales volume of global new energy vehicles is 285,000, China has became the world's most growth potential market. After years of development, GN company has achieved mass production for the whole vehicle and key components. However, compared with multinational car companies, GN company should pay more efforts to increase company scale and management level. According to the development of the industry environment and the company's own situation, it is an urgent problem to formulate the development strategy conforming to the company law of development, enhance core competitiveness, and promote the company's leap-forward development for GN company.Firstly, basic theories of strategic management, methods, analytical perspective and analysis tools were reviewed, and corporate strategic planning features, composition and development of key processes and procedures for strategic planning were introduced. Then, this paper analyzed the internal and external environment and competitive situation for GN Company. Secondly, new energy vehicles macroeconomic environment and competitive environment of GN company were analyzed by PESTEL model and Porter's five forces model respectively. Thirdly, the company's internal resources, core technology, service capabilities and core competitiveness were analyzed by resource-based theory and core competence analysis model. Finally, key factors of internal and external environment for GN Company were concluded. On this basis, this paper has carried out strategic matching by SWOT model, and suggested that GN Company take company-level strategy which included research support, product diversification, quality assurance and multi-channel cooperation. Meanwhile, this paper has put forward the business strategy, business development level and adjustment strategy by the integrated use of BCG matrix, McKinsey three level theory and value chain model. Finally, this paper has also forecasted the implementation results and assessed the possible risksThis paper comprehensively analyzed the internal and external environment for GN Company by the combination of qualitative research and quantitative research methods, which enhanced objectivity and scientificity of strategic planning and decision making. At the same time, the implementation plan presented in this paper, will further optimize the management of GN Company, promote the improvement and development of the management system of the company, and provide the reference for the strategic planning. It will have high practical value for the future development of the company.