Research On The Optimization Of ND’s Overseas Market Expansion Strategy For Bus Batteries

In recent years,China has released many policies to support the development of new energy vehicles,and the battery industry is facing transformation and upgrading through the regulation of power batteries,fuel cells and other industry technical indicators,which has put forward higher requirements for the expansion of overseas markets for power batteries.As a leader in the new energy battery industry,ND is also continuously expanding its own business channels.To be one of ND’s sales department,ND’s bus business branch,which already holds more than 74% of the market share in China,has become an important strategic target for ND’s bus business branch to effectively expand overseas markets.This study firstly reviews the development overview of the new energy industry and compares the overseas bus market pattern and lithium-ion battery competition pattern,and also provides an in-depth analysis of the overall overseas market pattern and representative markets in some continents.Secondly,study summarize the current situation of ND’s overseas market expansion strategy,analyze and explore the problems and reasons for them.In addition,applying the tools of PEST,4PS and SWOT,study designed an optimization strategy for ND’s bus business overseas expansion.For instance:(1)firstly,the three modes: direct sales,distribution and sales according to domestic OEM were used to focus on expanding ND’s bus overseas business;(2)externally,investment was focused on overseas brand promotion so that more users could know about ND;(3)internally,building a three-dimensional structure,capitalization strategy and focusing on user needs were also given top priority.Finally,the implementation of the strategy is guaranteed from three perspectives: people’s concept,service and employee’s benefits.