Research On The Development Strategy Of Traditional Automobile Enterprises Under The "Dual-Carbon" Goal

On September 22,2020,at the United Nations General Assembly,China solemnly announced that it would strive to reach the peak of carbon dioxide emissions by 2030 and achieve carbon neutrality by 2060,demonstrating China’s determination in the field of energy utilization.The "double carbon" goal is not only the national requirements for energy security and environmental protection development,but also the needs of enterprises to achieve sustainable development.In this context,the automobile industry is accelerating the process of electrification,and new energy vehicles have become the focus of the development direction of the automobile industry,which is undoubtedly a great opportunity and challenge for traditional automobile enterprises.Faced with the major issues of The Times,such as low carbon emission reduction and energy transformation,traditional automobile enterprises should seize the historical opportunity and actively respond by adjusting the energy structure,promoting cleaner production,optimizing the automobile manufacturing process and strengthening scientific and technological innovation.Volkswagen Group,or Volkswagen Group(hereinafter referred to as VW),founded in 1938 in Germany,is one of the largest multinational automobile companies in Europe and even the world.Volkswagen has established a number of wholly-owned and equity enterprises in the world,with business fields including automotive research and development,production,sales,financial services,automobile insurance,IT services and other aspects.As one of the earliest joint venture brands to enter China and the absolute sales king in the domestic passenger car field,VW has not been satisfactory in the aspect of electrification transformation in recent years,and the market performance of new energy products is far below expectations.Based on the concept of green development and new energy vehicle technology,this thesis points out the existing problems and challenges VW faces in its development process in the era of low-carbon economy,applies Porter’s five Forces model and PEST analysis method to analyze the environment VW faces,and suggests that VW should firmly grasp the theme of China’s dual-carbon target and actively layout the whole industrial chain to carry out the electrification strategic transformation.Then,according to VW’s current strengths,weaknesses,opportunities and threats in electrification,SWOT is used to indicate the specific direction of VW electrification transformation.Finally,strategic safeguard measures are proposed from the aspects of research and development fund guarantee,internal organization number intelligent transformation,talent reserve and smart travel green ecosystem.The analysis suggests that VW company should adopt growth strategy and differentiation strategy,and accelerate the process of electrification transformation by expanding electric platform and product development,strengthening cooperation with three power system suppliers,improving intelligent supporting facilities,timely mining consumption hot spots and demands and other methods.Through the study of the above development strategy,we hope to provide certain reference and help for VW company’s future strategy formulation,so that VW company can timely seize the huge opportunity of the reform of the automobile industry,consolidate its market position and help the company realize green and sustainable development.