Research On The Competitive Strategy Of NEV Motor Of CRRC Zhuzhou Electric Co.,Ltd

The New Energy Vehicle(hereinafter “ NEV ”)has attracted great attention globally.This trend not only has promoted rapid development of related technologies and the industrial scale in NEV industry worldwide,but also induced China to upgrade that developing the NEV industry to be the national strategy.CRRC Zhuzhou Electric Co.,Ltd.(hereinafter “ The Company ”)has achieved a 30% compound growth for the last 10 consecutive years because of its excellent R&D capabilities and continuous innovation ability.However,due to the uncertain development strategy at the NEV market,The Company missed the opportunity when the NEV industry developed rapidly for the first stage during the Twelfth Five-Year.Compared to other competitors,The Company has fallen behind in terms of industry experience and production scale at present.Therefore,in the view of the development of NEV industry in China,The Company needs to clarify the competitive strategy of the NEV motor industry,so as to realize the rapid business development of the company and achieve the goal of annual sales revenue to 10 billion RMB.This paper takes The Company as the object in the competitive strategy of NEV industry to study.At the beginning of this paper comes the background and significance of the research,which summarizes the development strategy and actual practice of the industry.This paper uses the research method including literature retrieval,information research,experience summary and comparative analysis to study the development strategy of NEV industry in China.Based on the strategic management theory,a systematic analysis is conducted on the macro environment,industrial environment,competitive environment and internal resources and capabilities of The Company,through strategic management tools such as PEST analysis,Porter five force model,SWOT analysis and other.Going over the opportunities,threats,advantages and disadvantages,combining the strategic positioning to build a world-class general mechanical and electrical group,The Company makes a clear competitive strategy,which is implementing related linked diversification strategy in corporate-level,differentiation strategy in business-level,technology innovation strategy,investment and M&A strategy,marketing strategy and quality guarantee in functional-level.According to the unified strategy implementation principles,The Company will execute the strategy step by step,andput forward the corresponding implementation ensures from the aspect of corporate culture,human resources,organizational structure,production and operation,risk prevention and other measures.This paper has certain theoretical significance and practical value to the development strategy of NEV industry and motor industry.This paper studies how to make beneficial strategy to the company's business development in the complicated and changeable economic and policy situation one hand,and also provides an important reference regarding how to form the core competitiveness through implementing the differentiation strategy in the perfectly competitive market of the strategic emerging industry for the state-owned companies.