Research On BAIC Group Hydrogen Fuel Cell Vehicle Product Strategy

With new energy vehicles attracting increasing global attention,hydrogen fuel cell hybrid vehicles have become one of the main development trends of new energy vehicles.This paper studies the policy status,application scenario and demonstration operation of domestic vehicle enterprises,and develops the vehicle product strategy based on the strategic theory of enterprise products.This paper selects PEST analysis method to analyze the politics,society,technology and economy,use Porter five-force model,analyze the basic state of hydrogen fuel cell vehicles in two vehicle enterprises,construct the SWOT matrix,and it is concluded that hydrogen fuel cell vehicle products should adopt the centralized strategy:Focus on the bus and logistics vehicle market,develop unique resources and capabilities to achieve profitability that is higher than the industry average.The implementation of the strategy revolves around four aspects.First,grasp the needs of real multi-scene application,strengthen product definition and product planning,and accurately define user value and commercial value.Second,build competitive advantages through the application of new technologies.Third,improve the cost management ability of product development.Fourth,improve the vehicle integration ability,and reduce the cost of product development with the industrialization scale.In order to ensure the implementation effect of the product strategy,to further summarize the safeguard measures of BAIC Group in the planning implementation link.According to the current technology,cost and actual situation of social hydrogenation network,the level of product strategy is to build the product platform for commercial vehicles and launch product lines adapted to different application scenarios.With the scale application of commercial vehicles,the cost of hydrogen fuel power system reduces to a certain extent,the social hydrogenation network began to take shape,start the production of hydrogen fuel powered passenger cars,further reduce the cost through scale,and then realize commercial sustainable development.