Research On The Strategic Development Of BAIC New Energy Vehicle

The automobile manufacturing industry is one of the pillar industries of China's economy.Automobile manufacturing is one of China's economic mainstay.After decades of development,traditional fuel vehicles have occupied an important position in transportation.In recent years,due to the lift car ownership in China,the impact of cars on the environment,energy is increasing.Traditional gasoline vehicles mainly use gasoline and diesel as the power source.They use non-renewable energy,which is not conducive to alleviating energy shortages and protecting the environment.The exhaust gas emitted by fuel vehicles contains a variety of harmful substances,causing pollution to the environment.Fuel vehicles not only provide convenience for people to travel,but also affect people's living environment.Therefore,new energy vehicles with energy-saving and environmental protection characteristics have become an inevitable trend for the future development of the automotive industry.China's new energy vehicles started late,but developed rapidly.With strong support from national policies and independent research and development by auto companies,since 2015,China has ranked first in the world in terms of sales,growth rate and market share of new energy vehicles,and China has also become the world's largest new energy vehicle market.In terms of new energy vehicles,China focuses on the development of pure electric vehicles,which mainly use electric energy as the source of power.Compared with fuel vehicles,it has more environmental protection and energy saving characteristics.As one of the enterprises that entered the new energy vehicle market in my country earlier,BAIC Group has relatively mature experience and technology in the field of new energy vehicles,and is currently in a leading position in the industry.BAIC implements the two-wheel drive strategy of new energy and intelligent network connection,striving to achieve deep integration of electrification and intelligent network connection,and create new energy vehicles with intelligent network connection characteristics.Based on the theory of corporate strategic management,this article analyzes the external and internal environment of BAIC new energy vehicle development by using methods such as PEST analysis and Porter's five-force model,and draws the advantages,disadvantages,and opportunities of BAIC new energy vehicle development,threatened SWOT matrix,and then formulate and choose a suitable development strategy.BAIC Group has a first-mover advantage in the development of new energy vehicles.It already has relatively mature technology in the field of pure electric vehicles and a wealth of models,but from the perspective of sales,some low-end models account for a large proportion,and the mid-to-high-end market share is not high enough.The product is a pure electric vehicle,and there is no product in the plug-in hybrid vehicle market.The strong support of national policies,high oil prices,and prominent energy and environmental issues have brought opportunities for the rapid development of new energy vehicles.However,there are more competitors entering the new energy vehicle market,and technological innovations in alternatives to new energy vehicles.It poses a threat to the development of new energy vehicles.Development threatens.Based on these studies and analysis,a suitable development strategy is formulated for the development of BAIC new energy vehicles.According to the analysis results,BAIC Group implements the SO strategy,that is,the advantage-opportunity strategy,to seize development opportunities,improve product quality,strengthen marketing and promotion,expand overseas markets,and launch plug-in hybrid vehicle business,and continuously improve BAIC Group's new energy Competitiveness in the automotive sector.