Research On The Development Strategy Of Xiaopeng Automobile Technology Co.,Ltd.

After nearly ten years of rapid development,China's new energy vehicles industry has made remarkable achievements.It has entered the growth period from the introduction period and has huge space for development.As one of China's strategic emerging industries,the government has issued a full range of incentive policies,covering almost the entire life cycle of new energy vehicles.Some well-capitalized Internet companies and real estate companies have also joined the ranks of car manufacturers,known as the new forces of car building.Xiaopeng Automobile Technology Co.,Ltd.was established in 2014 and is a member of the Internet car building army.It aims to produce intelligent new energy electric vehicles.Its main businesses include vehicle technology research and development,building charging networks,and investment in autonomous driving..After five years of development,there are currently more than 4,000 employees,and the company's comprehensive strength has been greatly improved.Compared with traditional car companies,its asset scale is smaller,the industrial chain is incomplete,brand effects haven't been formed yet,and its ability to resist risks is weak.With the advancement of technology and the cooling of the capital market,competition between auto companies will become more intense.Xiaopeng Automobile Technology Co.,Ltd.should implement a development strategy in order to survive and develop in the fierce competition.This article first describes the general situation of Xiaopeng Automotive Technology Co.,Ltd.,clarifies that its business direction is in line with the development trend of the industry.Then points out the main problems,such as incomplete organizational structure and low employee loyalty;the production,sales and after-sales service systems are incomplete;insufficient production capacity of the company;limited sales territories,incomplete supporting facilities,etc.,and the reasons are analyzed.Secondly,using the theoretical model PEST to analyze the company's external macro environment,and using the Porter five force model to analyze the company's external industry environment.The advantages,disadvantages,opportunities and threats of the company in various aspects are listed in the form of an analysis table using the SWOT model.Based on the analysis,this paper concludes that the company should choose the diversification strategy,that can be implemented through concentrating resources to create high-intelligence new energy products,improving infrastructure,optimizing service experience,and diversifying product categories,and puts forward security measures in terms of resources,organization,and corporate culture.Moreover,this paper puts forward guarantee measures for resources,organization and corporate culture.The diversification strategy clarifies about the focus and resource requirements of Xiaopeng Technology Co.,Ltd.,making the company's organizational structure design and resource integration more purposeful,strengthening the match between organization with development strategy,better optimizing resources,further consolidating and expanding Xiaopeng Automotive Technology Co.,Ltd.product differentiation advantage.Finally,the company can respond to opportunities and changes calmly and improve its sustainable competitiveness.