Research On Electric Vehicle Business Competition Strategy Of BAIC BJEV

The development of the new energy automobile industry is one of the important development strategies for China to move from a big automobile country to a powerful automobile country.It can not only drive the development of the new energy automobile industry chain,but also drive the technological innovation in chip,software development and digital scene application.As one of the earliest new energy automobile enterprises in China,BAIC BJEV has 13 years of experience in pure electric technology research and development,product development and sales,with a total of 560000 users.It is of great practical significance to study the competitive strategy of BAIC BJEV through case study,questionnaire survey and other methods,and select the most suitable competitive strategy for the rapid development of the research object.This study draws on the basic theories and research methods of enterprise strategic management.First,it analyzes the development status and existing problems of BAIC BJEV.Second,it analyzes the macro environment of BAIC BJEV by combining the PEST model,analyzes the industrial environment of BAIC BJEV by using the Porter’s Five Forces Model,and further analyzes the competitors,finds out the external opportunities and challenges it faces,and makes EFE matrix analysis.Thirdly,analyze the internal environment of the research object,identify its internal strengths and weaknesses through analysis tools such as Value Chain Analysis and VRIO model,and do IFE matrix analysis.Finally,through SWOT and QSPM model analysis,it is determined that BAIC BJEV should choose the "centralized" competitive strategy,and design the strategic implementation plan from six aspects of riching product types and matrices,improving product value and quality,improving marketing ability,improving new technology research and development,strengthing store operation capabilities,and opening up overseas markets,and propose corresponding safeguard measures from three aspects of organizational structure guarantee,human resources guarantee and corporate culture guarantee.This thesis adopts a variety of strategic management analysis models to select a more scientific and comprehensive competitive strategy that is more suitable for BAIC BJEV.First of all,this has conducted another discussion and verification of competitive strategic management theory research,enriched relevant theoretical research objects,and widened and deepened the application of competitive strategic management theory in the field of new energy automobile industry.Secondly,this thesis provides a lot of original industry data for the new energy vehicle industry in the future,and the relevant research has certain reference value.