The Research On Development Strategy Of W Company

At present,facing the problems of the shortage of oil,the need to change energy consumption structure and the increasing pressure of environmental protection,many European countries have announced the timetable for lock-up fuel vehicles,and gradually transfer to the new energy vehicles.New energy vehicles have become the mainstream trend.In order to realize the transformation from great automobile nation to powerful one,China must strive to develop the new energy vehicle in this new historical point.There are two popular symbols that show if a nation's automobile industry is powerful or not,one is whether there is a world-class automobile enterprise,the other is whether there is a world-class parts enterprise.As the core components,battery,motor and control unit cost the most in the whole vehicle and can influence the future development of new energy vehicles.W company is a provider of new energy components and assemblies.It was established 2 years ago.It is a subsidiary of a large company that is a big automobile and equipment manufacturing group.Now W company has a series of products such as pure electric,hybrid powertrain and others.However,W company is facing the challenges of the weakness in R&D,sales,innovation.Because W company only developed its own Vehicle Control Unit.This paper studies the development strategy of W company,formulates a scientific and feasible development strategy.This paper summarizes the basic theory,methods and analysis tools of strategic management,analyzes internal and external environment of W company,and then analyzes the situation of state policies and regulations,the development of new energy auto industry,the trend of products and technology,resources and capabilities,evaluates internal and external factors matrix.The analysis shows that W company faces not only the opportunities of state policies support,gradually improvement of industry chain and infrastructure,and the promotion of public awareness,but also the challenges of weak competitiveness,weak R&D capabilities and sales,dependence on parts andcomponents.Finally,through the establishment of SWOT combination matrix,the strategic combination of SO,WO,ST and WT is given.W company should make the commercial vehicle as the main field based on the rich industrial chain advantages of the parent company,strengthen the talent introduction,increase the R&D input and improving the R&D capability,build its own capabilities of core components and technology,testing,production and sales,realize the product portfolio with the roadmap of EV,HEV and PEMFC,build the powertrain assembly capability innovate new business models,improve the industrial chain,and promote the integration of the automobile industry with the Internet,artificial intelligence and other emerging technologies...