Research On New Energy Vehicle Development Strategy Of FAW-Red Flag

In the process of the development of human industrial civilization,the progress of power and energy is always the core force leading the technological change,and also drives the transformation of economic society and the upgrading of industrial structure.The invention of the steam engine in the middle and late 18 th century started the industrial revolution and marked the beginning of the industrial civilization.The appearance of the internal combustion engine in the 20 th century made oil an important resource and brought great material wealth to the United States and other western countries.After entering the 21 st century,the automobile industry powered by new energy has grown rapidly and occupies an important position in the automobile market.New energy sources such as electricity are beginning to challenge the traditional fossil energy.The energy revolution in the new era is constantly advancing,and human beings will also get a series of new development opportunities.The energy revolution is embodied in the clean and electric automobile energy,and the original pollutant emissions are greatly reduced.In recent years,with the progress of power battery technology and the enhancement of environmental awareness,the global market for new energy vehicles has witnessed explosive growth in recent years,and China has become the largest consumer market for new energy vehicles.According to a 2020 joint evey EVTank economic research institute released the global new energy automobile market long-term development prospects(2025)study,in 2018,China's new energy passenger car sales for the first time more than 50% of global sales,although influenced by domestic subsidies decreased significantly,the proportion fell to 49.3% in 2019,but by 2025 China is still an important part of the new energy car market in the world,its sales proportion will reach 45.8%.Global sales of new-energy passenger vehicles will grow from 2.21 million in 2019 to 12 million in 2025,with a compound annual growth rate of 32.6 percent.According to the growth rate of China's new energy vehicles in the past three years and the changes in policies,new energy vehicles will continue to maintain a high growth rate in the future.However,in the face of the rising trend of domestic new energy vehicles and the broad market,FAW-Red Flag is still in the initial stage,has not yet had a strong competitive advantage.This article will use FAW-Red Flag new energy vehicles as the main object of study,to enterprise strategy and new energy vehicles related theory and the basis of the existing literature.Firstly,the development of FAW-Red Flag and new energy vehicle development status,including the new energy vehicle sales,user evaluation,marketing activities,appearance design and power and safety system.Secondly,it comprehensively analyzes the problems FAW-Red Flag new energy vehicles are currently facing,including weak independent R&D strength,low operation and management efficiency,high procurement cost of battery and electronic control system,lack of sensitivity to market awareness and increasing competitive pressure.Thirdly,combined with the macro and micro environment,the strategic environment of FAW-Red Flag new energy vehicle development is analyzed.The macro strategy is analyzed from the political,economic,social and technical perspectives,and the micro strategy is analyzed from the market performance,brand concept,human resources,technical ability and competitive position.At the same time,based on the SWOT analysis method to FAW-Red Flag new energy vehicle strengths,weaknesses,opportunities and threats.At last,it puts forward the goal of FAW-Red Flag new energy vehicle development strategy,and clarifies the choice of development strategy.When implementing the new energy vehicle development strategy,FAW-Red Flag should strictly control the product quality,optimize the automobile marketing strategy,lay out the intelligent network system,and continuously improve the level of technological research and development.In addition,FAW-Red Flag in the organizational structure,human resources,corporate culture and brand awareness level for FAW-Red Flag new energy vehicle development strategy to provide a solid guarantee.