Research On Development Strategy Of WX Company

Considering the new changes in the national energy security situation,Greenhouse Effect,and the backward technology of the core components of fuel vehicles,our country has taken the lead in the 12 th Five-Year Plan and the following13 th Five-Year Plan to introduce a large number of incentive policies to the domestic new energy automobile industry.Greatly stimulate the development of new energy power batteries.WX company as the second echelon of the industry power battery manufacturers,with the help of national policy Dongfeng smooth development for ten years.In recent years WX the company has built a fully automated 21700 production line and a soft package automatic production line,committed to building a digital factory,improve product quality.Also because of the rapid development of the early industry,WX company’s early production of power battery problems are also constantly exposed,resulting in part of the quality guarantee can not be received and faced with the mainframe factory due to power battery quality recall caused by a series of after-sales and compensation problems.Also,affected by the new energy subsidy downslope and the new coronavirus in 2020,the power battery industry reshuffle intensified,WX the company’s old products 18650 battery performance is no longer in line with the market demand for electric passenger vehicles,commercial vehicles,while the new high-performance 21700 and soft-packed batteries still lack a lot of market verification,has not been first-line,second-line electric vehicle manufacturers batch procurement.WX company is facing the challenges of lower gross profit,poor payback ability,tight cash flow and increased inventory at the same time,so the research of WX company’s development strategy has strong practical significance.Starting from the development strategy for WX company,combining the global market situation and industry level of new energy vehicle power battery and the actual situation of WX company itself,this paper analyzes the environment of power battery industry by using PEST analysis macro environment and Porter’s five-force model analysis,and then analyzes the core competitiveness of WX company from five angles: manufacturing capability,R & D capability,market development capability,financial capability and supply chain management capability.Using the SWOT matrix to analyze and formulate the company strategy,to implement the strategy from six aspects: strengthening technology research and development,improving high quality production capacity,increasing the installed capacity of new power battery products,occupying the two-wheel electric bicycle market,integrating with the capital of the electric vehicle mainframe factory and opening up the foreign market.Finally,the implementation of WX company strategy is guaranteed from the target system construction,execution tracking,performance appraisal,enterprise system,process management,cultural construction and efficient leadership and training.