| Currently,the global political situation and economic structure are being rebuilt,meanwhile the global energy crisis gradually intensified.As a major energy demand country,China’s dependence on crude oil imports is about 71.2%,which has far exceeded the internationally recognized warning line of 50%.China needs to deal with ecological environment,energy security and industrial structure under the circumstances.Based on the consideration of national energy structure security,the National Energy Administration plans to accelerate the completion of energy substitution,promote renewable energy,and promote China’s high-quality development leap.As a domestic strategic pillar industry,the automobile industry has always played a very important role in the process of national economic and social development.In order to realize the upgrading and transformation of the automobile industry and seize the commanding heights of international competition,the development of new energy vehicles has become a very urgent demand at present,and also the only way to promote China’s transformation from a major automobile country to a powerful automobile country.In recent years,under the influence of the COVID-19 and the Russia Ukraine war,major automobile enterprises rushed to buy chips at higher prices due to the shortage of chips,while the upstream raw materials of power batteries also suffered from insufficient production capacity and a sharp rise.According to the latest policy requirements of new energy vehicles in China,the state subsidies have been completely cancelled.As the representative of the old independent brand,Q Company is at the key point of the transformation after the mixed reform facing unprecedented challenges and pressures,and all aspects of its news will be concerned by the market.Q company’s new energy vehicles need to conform to the development trend of the times and choose the business competition strategy suitable for their own development facing the wave of new four modernizations of vehicles.This paper reviews the theory of competitive strategy,and summarizes the research results of competitive strategy related to the new energy automobile industry.According to the results of previous theoretical research,combined with the use of strategic tools such as PEST analysis,Porter’s five forces model and SWOT analysis,this paper studies the new energy vehicle business competition strategy of Q Company,and the current external and internal factors of Q company are analyzed in depth.Through the results of interviews and questionnaires,we identified the results of the analysis and evaluation of the internal and external key factors affecting Q Company,combined with its strategic objectives and positioning,and used tools such as QSPM quantitative matrix to match and compare the three alternative competitive strategies one by one,and the business competition strategy of Q company’s new energy vehicles-cost leadership strategy was eventually determined.After determining the competitive strategy of Q Company’s new energy vehicles,this paper puts forward four implementation suggestions,including accelerating technological research and development breakthroughs,upward integration of the industrial chain,optimization of the production and marketing chain,and deepening industry cooperation.In order to promote the implementation of the enterprise’s business competition strategy and ensure its effectiveness,it also elaborates from the four dimensions of enterprise brand culture,organizational change,human resources management and financial management,and gives specific suggestions and relevant safeguard measures,hoping to promote Q Company’s new energy vehicle business developing better and faster,and also provides some reference suggestions for China’s new energy vehicle enterprises in the implementation of competitive strategy selection. |
