Research On New Energy Vehicle Market Competition Strategy

At present,the whole world environmental pollution is critical and energy is extremely short,especially as oil becomes scarce and is no longer as “inexhaustible” as it used to be.The use of cars has brought about a large amount of oil consumption and pollutant emissions,which is in urgent need of reform to change this unfavorable situation.Governments of all countries have spared no effort to adopt relevant policies to develop new energy automobile industry.And consumer perceive and cognition of new energy cars are gradually in transition,the whole new energy automobile industry become greater and greater competition and advanced by this.So,it’s the top priority for all new energy vehicle companies to formulate a scientific competitive strategy aim to gain sufficient market share,especially for an emerging company.Y company’s competitive strategy is the research target of this essay,the chief contents as follows: Firstly,analyze Y company’s outer surroundings by means of PEST analysis and Porter’s five forces model,and discuss inner status,like development status,core competence etc.Secondly,research Y company’s threats,opportunities,advantages,threats by means of SWOT,and conclude problems.Finally,take Y company’s SWOT analysis results as reference to generate strategies by means of the 6P marketing theory,then obtain Y company’s suitable market competition strategies.The novelty of this thesis lies in studying the latest national policies and laws published for new energy industry development.And study Y company’s outer surroundings via PEST and Five Competitive Forces Model.Meanwhile,deeply probe into the inner status like development status,core competitiveness etc.Then to research Y company’s threats,opportunities,advantages,threats via SWOT.Y company’s market competition strategy is proposed via 6P marketing theory.After comprehensive research and analysis,this thesis reaches a conclusion that with the support of present national policies,utilize its strong cost control ability,Y Company needs to increase R&D investment,enrich its product varieties and upgrade Product quality;differentiated pricing according to the market and its own costs;adhere to the premise of a thorough digital direct sales model,accelerate the planning of offline experience centers;find suitable promotion strategies.Moreover,Y Company should take actions from organizational culture,talents cultivation and other related to promote the gradual and effective implementation of its strategies.This conclusion is conducive to solving the problems of Y company’s new energy vehicle competition strategy,drive Y company’s long-term development.And expect other new energy automobile companies can take example by this thesis’ s results.