Research On The Development Strategy Of ND New Energy Lithium-ion Power Battery Company

Thanks to the rising production and sales of the new energy vehicles,the lithium-ion power batteries as the core components of new energy vehicles are also developing rapidly.The power battery enterprises from China have occupied an important position in the global power battery industry.In 2017,the power battery shipments of ND company surpassed Panasonic's,so ND company became the world's first.As subsidies recede and overseas battery companies enter the Chinese market,competition in the domestic power battery market will become extremely fierce.Therefore,it's important to formulate and implement the enterprise development strategy for ND company in order to maintain its leading position in the power battery industry.This paper takes ND company as the research object.First,it analyzes the macro environment of ND company and the competitive environment of lithium-ion power battery industry by using PEST model and Porter's five-force model.Secondly,it analyzes ND company's internal condition from the company's main business,operating conditions,human resources,research and development ability,industry integration ability,cost control ability and so on.Thirdly,it applies SWOT to analyze the company's strengths,weaknesses,opportunities and threats.Then it makes strategic orientation and choice.At last,it puts forward strategy implementation and safeguard measures.This paper proposes that ND company should adopt leading business diversification strategy,vertical integration strategy and internationalization strategy as its overall strategies.Business strategies should adopt cost leading strategy and differentiation strategy,and functional strategy should adopt technology strategy,talent strategy and financial strategy.The technology strategy is the focus of the company's development strategies.ND company will invest in research and development continuously to ensure the product performance and technology advance.It will also look forward to the layout of the next generation of power battery technology so as to consolidate the leading position of power battery market.The research conclusion of this paper can provide reference for the development of power battery enterprises in China,thus promoting the improvement of the overall core competitiveness of power battery industry.