Research On The Development Strategy Of New Energy Vehicle In Hebei HX Company

With the rapid development of our economy and the improvement of people's living standards,more and more people realize that maintaining the ecological balance and protecting the environment is a fundamental problem related to human survival and social development.It is becoming more and more important to develop new energy vehicles with low pollution and low energy consumption.In order to promote the upgrading of the automobile industry structure in China,the development of new energy vehicles is one of the ten key development fields of "manufacturing 2025 in China" and gives its important mission of industrial development.As an old state enterprise in the automobile industry in the south of Hebei Province,HX company faces the opportunities and challenges,such as innovation core technology,optimizing policy environment and perfecting marketing strategy,and how to improve the competitive advantage,form the core competitive power,take the road of combination strategy development and compete in the competition.Occupy a place to become an important issue facing the company.Based on the above background,this paper analyzes the development environment of the new energy automobile industry and the internal resources of HX company,and tries to make a practical development strategy for it.First of all,the PEST analysis and Potter's five force model are used to analyze the external macro environment and competitive environment of the company,and the evaluation matrix of external factors is established.Secondly,it focuses on the analysis of the internal resources,marketing and competitive advantages of the company's human resources,financial management,product resources and enterprise culture,and establishes an evaluation matrix of internal factors.Thirdly,the SWOT analysis matrix is set up,and the strategic combination proposal is given respectively.The strategic combination of SO is the main strategic orientation,the strategic orientation and target are set up reasonably,and the feasible development strategy is formulated.Finally,the development strategy of HX company's new energy vehicle is implemented in 3 stages,and safeguards are made in terms of technology,R & D capability,talent and brand service.It is expected that the research results will provide strategic management support for HX companies and even similar enterprises.