Research On The Development Strategy Of Fuel Cell In FAW JIEFANG AUTOMOTIVE Co.,LTD.

In the context of national macroeconomic transformation,the automobile industry has entered a period of great reform,and the application and development of the "new four modernizations" have become the consensus of the industry.In 2018,FAW JIEFANG automobile co.,ltd.(hereinafter referred to as "FAW JIEFANG")issued a new brand strategy,and the fuel cell business,as an important part of "electrification",was included in the brand strategy.At present,the fuel cell business of FAW JIEFANG is still in the project team stage.Although it has a clear strategic goal,the path to achieve the strategic goal is not clear.Therefore,it is necessary to study the development strategy of the fuel cell business of FAW JIEFANG and formulate appropriate development strategies according to the strategic objectives.Based on the theory of strategic management and the principle of developing and maintaining the competitive advantage of fuel cell business,this paper formulates the development strategy of fuel cell business of FAW JIEFANG.First of all,the commercial vehicle fuel cell business is summarized,the development status of fuel cell business of FAW JIEFANG is described.It is pointed out that the existing problems in the development of fuel cell business at this stage is the core technology research and development ability is weak,product layout is not perfect,not form a suitable business model.The main reasons for the above problems are the lack of competitive advantages in three aspects: technological innovation ability,the formation of an open relationship network with the outside world,and the dynamic ability to adapt to environmental changes and adjust resources and business models.Secondly,it analyzes the external environment of fuel cell business in terms of macro environment and industry competition environment and internal environment analysis of organizational factors and management system factors;SWOT analysis model is used to summarize the external opportunities and threats,internal advantages and disadvantages of fuel cell business.The analysis shows that the macro environment of fuel cell business of FAW JIEFANG is generally good,the industry competition environment is moderate,the internal advantages are obvious,the external opportunities are greater than the external threats,and the internal advantages are greater than the internal disadvantages.Finally,the "growth strategy" is selected through SOWT matrix and GE matrix,that is,to become the leading enterprise in the market segment.Then,it proposes the content of strategy implementation,namely technology alliance,product diversification of market segment and business model innovation.To support the implementation of the strategy,safeguard measures are proposed from the aspects of organization and human resources,management system and innovative methods.