Competitive Strategy Research On NEV Of BBAC Automotive Co.,Ltd.

The social environment was changed in recent years,including traffic congestion,traffic accidents,energy shortages,and global warming.The auto industry is facing enormous changes.China introduced a series of regulatory and incentive policies as well.In this environment,auto companies will gradually transform from fuel vehicles to new energy vehicles(NEV).If BBAC wants to maintain its leading position in the passenger car market.BBAC must increase the layout of NEV products,accelerate the strategic transformation to expand the NEV market.With this background,this paper analyzes BBAC’s competitive strategy for the development of NEV products.This paper analyzes the external competitive environment of BBAC NEV development by using PEST analysis,Michael Porter’s five forces model,and competitor analysis.Then analyzes the internal resources and competence of the company by using the value chain model,VRIO model,and benchmarking analysis.Finally carries out strategic analysis by using the SWOT model to propose a practical strategy and specific plans.The paper draws on a conclusion that BBAC should adopt the differential strategy if they want to seize the opportunity in the NEV field.Then implement brand and product differentiation.Conform to the trend in the context of energy-saving and emission reduction.During the construction period of NEV enterprise,take advantage of the national policies,financial support,and the subsidy policy for consumers to purchase NEV.BBAC should improve the technical strength,keep up with the trend of the market,and maintain the reliability of the completed vehicle.In the meantime,accelerate product iteration optimization and enhance competitiveness.Externally,BBAC needs to acquire and merge advantageous technology partners to accelerate the industrial iteration and deepen cooperation.This paper focuses on the analysis of the internal and external environment of BBAC,benchmarking the development strategies of competing products in the market,and providing the competitive strategy plan for the development of BBAC,which has effective significance for the enterprise’s decision.