Research On Competitive Strategy Of SHWL New Energy Vehicle

Since the 18 th National Congress of the Communist Party of China,the Party Central Committee with Comrade Xi Jinping as its core has attached great importance to ecological and environmental protection work,General Secretary Xi Jinping has repeatedly emphasized that clear waters and lush mountains are invaluable assets,and the concept of green development is firmly established.In recent years,the traditional vehicle exhaust emissions has become a priority,the ecological environment governance in China new energy automotive industry which have strong support from national policy,the domestic and foreign car companies to join the new energy automotive industry,new energy vehicles for the current development has brought the huge challenge at the same time,also brought some opportunities.The degree of competition in China’s new energy vehicle market has become increasingly fierce,SHWL new energy vehicles as a rapidly rising new force in recent years,has been adhering to the "we are a car brand from the future,hope to create a pleasant way of life for users" car concept,recognized by the majority of consumers.However,in the current such a fierce competitive environment,SHWL new energy vehicles how to seek a breakthrough,beyond the traditional car and strong competitors in the industry,has become SHWL new energy vehicles to face the problem.It is necessary for new energy vehicle enterprises to re-examine the competitive environment they are facing from a strategic perspective,so as to choose the right competitive strategy,maintain market competitiveness,and guide the way forward for the long-term development of enterprises.In this paper,on the basis of dynamic competition theory,resource-based view theory,core competence theory,using the methods of literature study method,interview method,and introduces the research on development of new energy automotive industry at home and abroad and its research status quo of competitive strategy,using PEST analysis,porter five models,analysis tools such as SWOT analysis,QSPM matrix analysis,Based on the analysis of the internal and external environment of SHWL new energy vehicles and the construction of external evaluation matrix and internal evaluation matrix,the ability of SHWL new energy vehicles to grasp opportunities,respond to threats,play advantages and make up for disadvantages is obtained.Then the external and internal environment of SHWL new energy vehicles is summarized through SWOT analysis.At the same time,combined with the actual situation of the company,clear the development direction of the company,and finally through the QSPM matrix analysis of three alternative strategies to determine the SHWL new energy vehicles should adopt a differentiated competitive strategy,and put forward specific implementation and safeguard measures.Through the analysis of the external environment of SHWL new energy vehicle,it is found that the company has certain ability to cope with opportunities and challenges,but from the perspective of various challenges faced by the development of the enterprise,it must implement strategic adjustment,in order to effectively cope with threats,and take effective measures to improve its core competitiveness.In terms of internal resources and capabilities,SHWL new energy vehicles have obvious advantages in resources and capabilities,but it is also necessary to clearly understand the disadvantages of their own development and take corresponding measures to improve the ability to convert the disadvantages into advantages.Further through SWOT and QSPM matrix analysis,this study believes that SHWL new energy vehicles should choose differentiated competition strategy,and implement it through product differentiation,marketing strategy differentiation and service differentiation.In order to ensure the implementation of the differential competition strategy,this paper believes that the company should strengthen the user orientation consciousness,improve the marketing mode,enhance the technology research and development ability,strengthen the human resources guarantee,strengthen the financial resources guarantee and implement the digital transformation to guarantee the six aspects.