Research On The Competitive Strategy Of New Energy Transformation Of T Automobile Company

New energy vehicles have the advantages of saving fuel energy,reducing exhaust emissions,low noise and high efficiency,and are more in line with the concept of sustainable development.Many countries and regions vigorously promote the development of new energy vehicle industry,and have successively introduced planning and supporting policies.Some automobile enterprises follow the trend and speed up the transition from traditional vehicles to new energy.The transformation of traditional automobile enterprises to new energy is not only the trend of sustainable development,but also the inevitable choice to maintain their competitive advantages in the market.As a representative of traditional automobile enterprises,T Automobile Company not only needs to compete with the old automobile companies to maintain the leading position in the industry,but also needs to compete with the new forces of car manufacturing to seize new opportunities and grasp the wind of new energy vehicles.In this process,the company needs to develop a new energy vehicle competitive strategy in line with the current development status and target planning of the company’s new energy vehicle,in order to establish its own competitive advantages and achieve the overall development of the company in the field of new energy vehicles.Based on the study and review of competitive strategy theory and relevant literature,this paper analyzes the external environment faced by T Automobile company with PEST analysis,Porter’s Five Forces model and EFE matrix in view of the current development situation and problems of T Automobile Company’s new energy transformation.Using analysis of resource and ability.IFE matrix to get the internal advantages and disadvantages of the company to carry out the new energy transformation,the overall development potential of the company is judged.According to the SWOT analysis,the opportunities,threats,strengths and weaknesses of the company in the process of new energy transition are listed,so as to determine the overall development direction of the company in the new energy transition,and the QSPM matrix is used to determine the most suitable for T automobile company’s new energy transition competitive strategy type as the differentiation strategy.Further,according to the core idea of differentiation strategy and the actual situation of the company,the specific competitive strategy implementation plan and safeguard measures are given.It is found that in the process of T Automobile company’s new energy transformation,the government’s policy support for new energy vehicles,the steady growth of the national economy and the concept of sustainable consumption all create a good external development environment for the company.At the same time,the company has a high degree of internal attention to the development of new energy vehicles,rich customer resources and constantly improving technological innovation ability and other competitive advantages.However,due to the ’blurred strategic priorities,the Lack of product differentiation advantage and Product distribution model lacks innovation,the company’s new energy transformation development is restricted to a certain extent.In the future competitive strategy implementation process,the company needs to further build its own differentiation advantage from the four aspects of product,service,distribution channel and brand,such as making full use of intelligent production technology,gradually expanding product system,combining online and offline distribution,and combining brand characteristics to export brand concept,etc.At the same time,the strategy can be implemented from four aspects:improving technological innovation ability,carrying out strategic cooperation,strengthening talent reserve and improving the efficiency of operation system.Different from most existing researches which focus on the competitive strategy of new energy vehicle enterprises,this study on the one hand gives consideration to the competitive strategy of traditional automobile enterprises;on the other hand,it also aims at the new energy transformation process of automobile enterprises and specifically formulates the types of competitive strategies adopted by automobile enterprises in the process of carrying out the new energy transformation.Or for new energy vehicle enterprises,the research conclusions have certain reference significance.