A Research On Competitive Strategy Of Chinese Green Vehicles Company

In recent years,the world energy problems and environmental issues are increasingly more serious,the development of low-carbon economy has become the consensus in worldwide,and the core contents of development of low-carbon economy are mainly focus on the improvement of energy efficiency and the clean energy structure.Meanwhile,Chinese vehicle market is growing significantly,the growth of vehicle sales and vehicle ownership is bringing many social problems,for example,energy consumption increase,environmental pollution and city traffic are getting worse.The energy consumption and environmental pollution is becoming the major roadblock of automobile industry development.For this reason,the development of green vehicles industry has become an important opportunity for China's auto industry transformation and upgrading,and sustainable development.China's automobile industry is facing the revolutionary that including the areas of new technical development,production application,production manufacturing,consumption patterns,marketing and use experience.The thesis elaborates the macro-environment and industrial system policy of China's green vehicles industry by analyzing the development status of China's green vehicles industry.By taking G Company as en example,the thesis established EFE,External Factor Evaluation matrix by utilizing PEST analysis and Michael Porter's Five Forces Model,to expound its opportunities and threats of external environment in the development of green vehicles.In addition,based on the analysis on the unqiue properties of green vehicles value chain,the thesis established IFE,Internal Factor Evaluation matrix,to futher expound the strength and weakness of G Company on green vehicles industry.Based on SWOT analysis,the thesis proposes several corresponding strategy-matching solutions.In order to improve G Company's capability on utilizing its strength,overcoming weakness,taking the opportunities and eliminating threats,the thesis analyses the competitive strategy of G Company on green vehicles industry and provides suggestion on each aspect that including strategic positioning,strategic target and strategic choices.To conclude,the thesis expounds several safeguards to ensure the effectiveness of strategy implementation,including seizing industry policy and marketing trend,building corporate culture and human resource system,improving technical research and development,improving product quality,integrating industrial chain,promoting sales and service quality.