The Study Of Competitiveness Improvement Strategy For New Energy Heavy Truck Product Of Company A

As the country’s policies for accelerating the development of new energy vehicles have deepened and implemented,the development of new energy vehicles has entered into the fast lane and the industrial development has gradually matured.Heavy trucks started lately in the field of new energy,but with the motivation of national green environmental protection policy and the promotion of relevant industrial support policies,new energy heavy trucks are becoming a hot spot and are widely concerned by the industry.In the face of market hot spots,many enterprises in other industries have crossed borders to join in,besides,the rising stars in the heavy truck industry have begun to start the layout,all of which exacerbated the competition of new energy heavy truck.As a traditional heavy truck giant in China,company A has started to lay out new energy heavy truck related business in 2009.Facing the complex external environment and industry competition,how to optimize and improve comprehensive strength of their capabilities,and ultimately improve the competitiveness of products in the market has become an urgent problem to the company.In order to study how to improve the competitiveness of the company’s new energy heavy truck products,this paper first studies the development of new energy heavy truck industry,and analyzes the characteristics of new energy heavy truck and its product competitiveness.Secondly,using the theory of product competitiveness,through research and interview,starting from the principle of maximizing the value of the whole life cycle of the product,combined with the product characteristics of new energy heavy truck,the differentiated product competitiveness indicators of new energy heavy truck in three aspects of pre-sale,in sale and after-sale are identified.Thirdly,based on the theory of enterprise value chain,the main factors affecting the core competitiveness of new energy heavy truck products of company A are identified from two dimensions of basic value chain activities and supporting value chain activities.Fourthly,AHP is used to establish a comprehensive evaluation system of influencing factors of new energy heavy truck product competitiveness of company A,and the weight coefficient of each factor is calculated by mathematical method.Finally,four of the seven influencing factors are identified,including R&D design,procurement and supply chain,production organization and organization management.Finally,through the analysis and research on the four main factors affecting the competitiveness of new energy heavy truck products of company A,this paper identifies the specific problems and causes,and through expert interviews and benchmarking analysis,combined with the actual situation of company A,puts forward the corresponding solutions,so as to provide effective strategies for improving the competitiveness of the company’s products.