Research On R&D Strategy Of BQ Company

The automotive industry is facing double pressures of declining sales and upgrading demand.Consumers are increasingly demanding the quality of automotive products.Independent enterprises are facing the task of upgrading technology,products and R&D capabilities.Especially in the construction of R&D capacity and capital investment,we are increasing efforts to cope with changes in the market environment.However,due to the weak R&D foundation,lack of R&D strategy and inadequate competitiveness of products,some independent car companies are facing the risk of being eliminated.As one of the top five state-owned automobile factories in China,BQ Company is a state-owned enterprise in Beijing and a leader of the state-owned enterprises in Beijing.The world’s top 500 ranked 129 th in 2019.BQ Company passenger car independent brand has been established for more than ten years,and is committed to developing its own passenger car products.Through continuous efforts,BQ Company passenger car products are covered from class A0 to class B.The products include gasoline vehicles,pure electric vehicles,off-road vehicles and other types of products.The R&D system has been gradually improved,and four branches of a general hospital have been established,with more than 5,000 R&D personnel,and the ability of independent R&D has been gradually enhanced.However,due to the late start of independent R&D,weak foundation,there is still a big gap from the international first-class R&D level,mainly manifested in the lack of R&D strategy,lack of strategic direction guidance in the training of R&D capacity,the emergence of strategic objectives and capabilities do not match,strategic direction swing and other issues.This paper is based on the study of the strategic system construction of BQ Company independent R&D.Through the study of the history of BQ Company independent R&D,PESTEL is applied to analyze the current situation,combining with the actual situation of BQ Company development,the advantages and disadvantages,opportunities and risks of BQ Company R&D are analyzed,and VRIO、 SWOT strategic analysis tool is used to find a suitable one for BQ Company.The R&D strategic path of BQ Company is to explore the direction of development of BQ Company R&D.Through strategic research and analysis,the SO strategy of independent research and development of BQ Company is formulated,that is,seizing the strategic opportunity of new energy development,giving full play to the research and development advantages of BQ Company’s new energy,increasing the research and development strength and technical reserves of new energy products,and continuously expanding the leading advantages.At the same time,through leading the design to maintain the product differentiation competitive advantage,to achieve the dual advantages of leading the new energy technology and leading the design,and to create high-quality,high-productivity independent products.Efficient development process system and excellent R&D culture are the important guarantee for the implementation of BQ Company R&D strategy.Through the analysis of the existing process of BQ Company,it is found that there are some problems in the waterfall process,such as unclear goal orientation and difficult internal coordination.Using the concept of iterative development for reference,the BVDP process of BQ Company was improved and an iterative process system was established.In addition,the customer thinking culture of BQ Company R&D is deficient,and R&D personnel pay attention to leadership instructions but ignore customer voices.Based on this,BQ Company should learn from Huawei’s "customer-centered R&D culture" to improve the independent R&D culture atmosphere of BQ Company and create a good environment for the implementation of R&D strategy and high-quality R&D.