The Research On New Energy Vehicle Strategy Of YQFT Company

In recent years,the Chinese government has vigorously advocated the promotion of new energy vehicles to deal with problems such as energy safety,environmental protection,and noise pollution.It also hopes that new energy vehicles will lead the China's automotive industry from being "big" to "strong." China's new energy automotive industry has begun to take shape.The production and sales volume of China's vehicles stood at 719,000 in 2017,topping the world for the third consecutive year.China now leads the world in new energy vehicle development.YQFT has token a leading position in traditional gasoline vehicle market in China for a few years,but it has not yet entered new energy fields.Therefore,the formulation and implementation of the company's new energy vehicle development strategy has become an urgent issue.The research object of this article is YQFT Company.First,on the basis of the introduction of the research background,significance,and research methods,the article introduced the model methods of the company's strategic theory and strategic analysis.Second,it analyzed the internal and external environment that YQFT is facing.Using the PESTEL model and the Porter Five Forces model,it analyzed the external macro environment and industry competition environment of the company,and using the resource-based model it analyzed the company's internal resources,core competitiveness,etc.Then,based on the above analysis,using the SWOT model,it analyzed the advantages and disadvantages of YQFT,the opportunities and threats that YQFT faces.Finally,formulated the development goals for new energy vehicles.The research shows that YQFT needs to grasp the great opportunities of the new energy automotive industry in the macro environment,and needs to take full “advantages of the core technologies of new energy area”,“quality advantages of core new energy components”,“Manufacturing Advantages of Lean Production Management”,"Low-cost Advantages of Supply Chain Management," and "Corporate Cultural Advantages of TOYOTA WAY which has been inherited for more than 100 Years".And using the strategy of differentiation of the rapidly-developing SO portfolio to implement a "technology leadership strategy","Quality First Strategy","Product Diversification Strategy" and "New Energy Production Division Strategy".At last,the article provided suggestions at implementation process and safeguards for the company.This article is aimed at helping YQFT to gradually achieve the leading position in China's new energy automotive industry,and to maximize its profits,thereby YQFT will achieve sustained development in the field of new energy vehicles.