Competitive Strategy Research Of BJEV Co.,Ltd

This paper takes BJEV Co.,Ltd as an example to study the problem of enterprise competitive strategy.Based on the national initiative to vigorously promote the development of new energy vehicles,new energy vehicle enterprises have been developing rapidly.After years of technological precipitation and development,Chinese new energy vehicle market has played a pivotal position in the world.However,the arrival of the epidemic and the post-subsidy era has posed challenges to the development of new energy vehicles.Based on this,the research on the competitive strategy of BJEV is carried out.This paper have used the PEST tool to analyze the current external environment,and the Porter model to analyze BJEV’s industrial environment,meanwhile,combining the value chain with VRIO model to analyze the internal environment,then,through the comprehensive analysis of main competitors to find its own advantages and disadvantages,finally,using the SWOT model to analyze the internal advantages,disadvantages,opportunities,threats,and then choose the current enterprise suitable competitive strategy,and make its matching strategy implementation plan.At present,BJEV is suitable for WO strategic route,that is,seize the opportunity,make up for the disadvantages,revitalize the competitiveness of enterprises.Enterprise strategy chooses vertical integration strategy and diversification strategy,and business layer strategy chooses differentiation strategy.Strengthening product brand and marketing channel construction,multiple R&D technology routes,optimization of vehicle procurement cost,scientific human resource management mechanism,flexible company financial operation mode and other specific measures.Through the research of this paper,it can provide strategic decision suggestions for the long-term and stable development of BJEV,make some contribution to the strategic theory system of new energy vehicles,and it can provide reference for other companies as well.