BS Company's New Energy Vehicle Competition Strategy Research

New energy vehicle industry is one of the seven strategic emerging industries of China.In recent years,the new energy vehicle industry develops rapidly thanks to the state stimulate policies.According to statistic data of China Association of Automobile Manufacturers,there was more than 340 thousands of new energy vehicles were sold in China market in year 2015,and the China market has become into the biggest one in the world.Along with the industry getting mature,the new energy vehicle R&D outsourcing demand is getting abundant.In one hand,the traditional vehicle enterprises enhance the new energy vehicle R&D investment,in another hand,many start-up companies put huge investment on new energy vehicle R&D.On new energy vehicle R&D services supply side,many domestic and international technical services supplier start to enter this business field,which make the competition severely day by day.BS engineering is a subsidiary of worldwide famous automobile components supplier-Robert BS group,how to achieve the comparable competitive strengths in China new energy vehicle market need the clear directive competition strategies.This paper has applied common enterprise strategy theories-SWOT analysis,PEST analysis,Porter's five forces model,and in-depth analysis of company resources on the basis of internal and external environment,to seek a competition strategy which will strengthen current advantages,seize the opportunity,mitigate disadvantages and avoid the threat.The article is divided into seven parts.The first chapter is an introduction on the research background and significance,research ideas and structure,to pave the way for the analysis in following chapters.The second chapter introduce the theory basis and the research methods.The third chapter is focused on the external environment analysis of the new energy vehicle.In this chapter,PEST analysis and Porter Five Forces Model analysis have been applied.It focuses on the analysis of the macro environment,industry competitive environment and competitors of the new energy vehicle industry.Through those analyses,the opportunities and threats in the industry are obtained.The fourth chapter is stressed on the analysis of company's internal environment,analysis resources and competences.Through those analysis,the company's strengths and weaknesses are obtain.In chapter five,on the basis of the analysis in chapter three and four,SWOT has been used to identify alternative competitive strategies,then to determine the market positioning and target customers combined with the company's strategic intent.Through analysis and evaluation on all alternative competitive strategies,the company's specific competitive strategy is selected.The specific implementation of the company strategy is discussed in chapter six,from the aspects of internal knowledge transfer,Performance evaluation system,optimization internal and external corporation and areas of innovation and exploration.Finally,a summary and outlook is given for the whole research.