Core Competitiveness Evaluation And Promotion Strategy Research Of BAIC New Energy Vehicle Co.,Ltd

Since the 1980’s,through the introduction of advanced foreign technology,joint ventures and other means,combining the production experience of the domestic automobile industry with advanced foreign technology,China has become the world’s largest automaker and seller in 30 years.At the same time,cars are used as an important means of transportation for Chinese households.As car ownership rising,the traditional automobile industry brings more and more problems,such as energy shortage,environmental pollution and so on.To solve these problems,new energy vehicles appeared and led the world automotive industry.The development of new energy vehicles is not only to alleviate the growing energy shortage,environmental degradation,but also to better improve the competitiveness of the national industry.It has positive effect on the sustainable development of economy and society to achieve deep integration of emerging technologies and emerging industries.The government has promulgated relevant policies in order to adapt to the status quo.China’s new energy auto industry has seized the opportunity to grow rapidly and achieved remarkable results.However,the arrival of the post-subsidy era has given rise to the development of the new energy vehicle industry,the industry becomes increasingly standardized.As a result,government subsidies have gradually decreased,but the government and users of new energy vehicles on the key technology,capacity utilization,R&D cost ratio and other requirements are constantly improving.The competition in the industry is more and more fierce as new energy auto companies are increasing.Therefore,new energy vehicle companies must increase their investment in technology R&D,make greater breakthroughs in new energy technologies,create their own core competitiveness.It can gain a greater competitive advantage,achieve sustainable development,meet the real needs of the customers in new energy industry.This paper takes Beijing New Energy Automobile Co.,Ltd.as an example.It not only analyzes the company’s internal and external environment and identifies the company’s core competitiveness,but also finds out the core competitiveness elements of the company by using pest analysis,five-force model analysis and value chain analysis.Again,according to the relevant core competitiveness identification indicators,and the use of collected data for the company’s core competitiveness of fuzzy comprehensive evaluation and analysis,it finds out the problems and reasons of the core competitiveness of the enterprise.Finally,according to the analysis,from the five aspects of human capital,technology innovation,management level,marketing system and profitability,this paper puts forward some countermeasures and suggestions to enhance the core competitiveness of Beijing New Energy Automobile Co.,Ltd.Besides providing a basis for the company’s managers to develop long-term strategic development plans,it puts forward feasible suggestions for the scientific and efficient development of the entire new energy automobile industry.And it also can provide a reference for the industry investors to make decisions.