Research On Development Strategy Of Electric Vehicle Products Of GACNE

With the continuous increase of car ownership,China's energy shortage and environmental pollution problems are increasingly serious,affecting the healthy development of economy and seriously endangering human health.In the report made in China 2025 released in 2015,China clearly pointed out that the development strategy of new energy vehicles will continue all the time,and the state will fully support the development of electric vehicles and fuel cell vehicles.In the face of the strong support from the state on the new energy vehicle policy,GAC group established GAC new energy vehicle company,built GAC intelligent new energy vehicle industrial park,realized transformation and upgrading,and seized the commanding point of the development of new energy vehicles.Therefore,under the research background of the development of new energy electric vehicles,this paper discusses how to make use of the opportunities of the external environment and the advantages of the internal environment to formulate the development strategy of new energy electric vehicles and maintain the competitiveness of the products.Based on the domestic and foreign new energy policies and the development process of new energy vehicles,this paper studies the technical characteristics of all kinds of new energy vehicles,and discusses the three vertical and three horizontal development strategies of the development pattern of new energy vehicles in China,focusing on the development of pure electric vehicles.GAC New Energy Automobile Co.,Ltd.is positioned as a pure electric vehicle and is committed to developing high intelligent,high endurance and high-quality pure electric vehicles.With the support of the group and huge government subsidies,despite the growing sales volume of GAC new energy electric vehicles,there are many problems with the products.After investigating the company's product development process,it is found that the cost and quality of the products are problematic due to the lack of competition and strong bargaining power of the parts suppliers due to the monopoly of the technology of core parts such as Sanye in foreign parts factories.China's macro environment has a huge impact on the development of the automobile industry.In terms of economic environment,there was a negative growth in sales of passenger cars and new energy vehicles.With the promotion of development policies such as double points,and the implementation of policies such as liberalizing share ratio to maintain sustained competition.In the aspect of social environment,people's car purchase concept has changed greatly,the way of travel has become more diversified,and the demand for cars is higher;in the aspect of technical environment,with the proposal of "four modernizations",the future cars will develop towards the direction of electric,Internet,intelligent and low-carbon cars.In terms of internal aspect,GAC new energy company has not only strong R & D strength,world leading manufacturing plant and other advantages,but also disadvantages such as high product price and incomplete grasp of core technology.Through analysis,GAC new energy electric vehicle products need to take advantage of their own advantages,and now the state vigorously supports policies to implement the growth oriented product development strategy.According to the company's own advantages and product characteristics,formulate the product development and integration strategy implementation plan,as well as corporate culture,formulate rules and regulations and other safeguard measures to ensure the effective implementation of the plan,so as to prepare for the realization of the company's future development goals.In the face of the "four modernizations" development trend proposed by the state,GAC new energy vehicle company takes the development of electric vehicle products as the research entry point,and according to the opportunities of national policies and the advantages of the enterprise itself,formulates suitable product development strategies,which provides reference for the development of new energy vehicle products in the future and promotes the development of new energy vehicle industry.