Competitive Strategy Research Of BAIC BJEV Co.,Ltd

In recent years,the new energy vehicle industry is rising rapidly,as a result,many automobile enterprises acquire the golden development opportunities.However,opportunities and challenges exist side by side,multinational companies increase the number of their vehicle products in the Chinese market,new car-making companies which from the non-traditional auto industry is taking an active part in the new energy vehicle production,traditional vehicle companies are accelerating the transformation,all of these things will increase the market competition even overturn the industry structure.Based on the above background,I conducted a competitive strategy research of BAIC BJEV Co.,Ltd.In this paper,the PEST analysis method,the Porter model and the competitor analysis method were used to describe the external competitive situation of the company,the value chain model,the VRIO model and the benchmarking method were used to analyse the internal resources and environment,then the key factors included the opportunities and threats,strengths and weaknesses of the company were summarized.Based on the above conclusions,this paper carried on the strategic analysis by using the SWOT model,then the strategic option was proposed and the strategy implementation available was formulated.I suggests that a developmental strategy should be adopted in the company in order to choose an advanced technology direction and capture the market trends by taking advantage of the preferential policy from the states and making full use of the surrounding economic development environment.At the same time,the company should enhance the core competitiveness by optimizing the product structure,completing the transform and promotion continually,then increase investment and expand the cooperative scope by making the most of own advantages.In this paper,the research results will provide references for the strategy management decision of the company,it will be an effective way to strengthen the competitiveness and keep a lasting development of the company.