| With the rapid development of China’s economy and the rapid rise of the automobile industry,China has become one of the largest automobile markets in the world.However,environmental pollution problems such as energy shortage,greenhouse effect and global warming have also followed.Under the implementation of the national sustainable development strategy,new energy vehicles adhere to the trend of green development,clean development and low-carbon development,which can gradually realize the replacement of traditional petroleum energy in China.The development of new energy vehicles is not only an important measure to alleviate China’s current energy shortage,reduce pollution emissions and achieve carbon neutrality,but also a driving force to accelerate the development of modern industrial system,promote the adjustment of industrial structure and promote the optimization and upgrading of the economic system.China FAW Group Corporation(hereinafter referred to as "FAW")Hong Qi brand has released the strategic goal of New Hong Qi in 2018.By 2020,it has launched three new energy models,but it has failed to rank among the top in the field of new energy vehicles.In this paper,Hong Qi new energy vehicles in FAW as the main research object,based on the development strategy as the theoretical basis,carried out the Hong Qi new energy vehicles development strategy research.New energy vehicles is a strategic emerging industry that can realize the overtaking on corners in China.The development strategy research of Hong Qi new energy vehicles in FAW conforms to the importance and urgency of the development of new energy vehicles in China.Through analyzing the development status of FAW Hong Qi brand and Hong Qi new energy vehicles,we found the problems of low market share,thin product line and insufficient publicity and promotion in the development of Hong Qi new energy vehicles in FAW.On this basis,using the PEST analysis model,from the political environment,economic environment,social environment and technical environment four aspects of Hong Qi new energy vehicles in FAW development faced by the external environment factors in the strategic analysis,and from the FAW Hong Qi brand enterprise culture,research and development capabilities,production,sales and supporting resources and so on has carried on the analysis of enterprise internal environment.Then,the SWOT analysis method is used to discuss the advantages,disadvantages,opportunities and threats of the development of Hong Qi new energy vehicles in FAW,with the thought of system analysis,the various factors each other match analysis,the conclusion is drawn Hong Qi new energy vehicles in FAW should choose weakness-opportunity strategy,and implement the integration strategy and diversification strategy,in the guarantee of social benefit and environmental benefit at the same time,optimization of Hong Qi new energy vehicles in FAW in new energy automobile industry technological resource allocation,create product differentiation advantages,improve the economic benefits of enterprises.In order to ensure the smooth implementation of the development strategy of Hong Qi new energy vehicles in FAW,this paper also gives the measures of technical guarantee,marketing guarantee and talent guarantee.China’s new energy vehicle production and sales have ranked first in the world for six consecutive years.The new energy vehicle industry is facing a good opportunity for vigorous development,but the competition between the new energy vehicle enterprises is also increasingly fierce.If Hong Qi new energy vehicles in FAW wants to stand out in the competition with the leader in the field of new energy vehicles Tesla,and domestic car company BYD,rising stars,such as NIO,ONE and other new energy vehicles,it is necessary to improve the ability of independent innovation,overcome difficulties,and improve the quality and safety performance of new energy vehicle products,so as to improve the core competitiveness of the enterprise competitive power. |
