Research On Product Differentiation Strategy Of W Automobile Company Under The Background Of New Energy

The technology of new energy industry represented by new energy vehicles is becoming more and more mature,which provides a new and feasible solution to the contradiction between environment and development.In recent years,many developed countries,such as Britain,Germany and Norway,have basically decided to ban the sale of fuel vehicles around 2030.China has also formulated and released the study on the exit schedule of traditional fuel vehicles in China,which will be fully launched in 2050.At the same time,under the background of the development of new energy industry,the traditional vehicle enterprises have also formulated their own plans of stopping production and selling fuel vehicles.In the long run,it has become an inevitable trend that pure electric drive driven by electric energy will replace internal combustion engine.Although the prospect of the new energy vehicle industry and the policy background in the global scope are improving,the core problems that restrict the development of the new energy vehicle industry in the global scope have not been overcome.For example,the battery technology is not perfect,the transformation of traditional automobile industry,and the infrastructure and supporting facilities are not perfect.Taking W company as an example,combining with the internal and external environment of W company and the requirements of development for product differentiation,a set of strategic index system for product differentiation of W company is formulated,and analyzed by AHP.The results show that product technology differentiation and product design differentiation account for the most.Combined with the weight ratio of the secondary and tertiary indicators,the company’s future product differentiation strategy is formulated,and specific suggestions are put forward for the implementation of the company’s new energy vehicle product differentiation strategy.