Research On Bmw Group’s New Energy Vehicle Competition Strategy Under The Double Carbon Target

The development of modern industry and the massive use of fossil fuels have led to a sudden increase in greenhouse gas emissions.A large number of greenhouse gases have led to major changes in the earth’s climate,and the increase in extreme weather.The global climate has encountered unprecedented challenges,causing many troubles and losses to human production and life.Therefore,it is urgent to reduce emissions and use clean energy.BMW Group,as an internationally renowned enterprise,has entered the Chinese market for many years,and has truly achieved its foothold in the Chinese market,followed local policies,and vigorously developed new energy vehicles.At present,the domestic new energy vehicle market is highly competitive.BMW Group urgently needs to adjust its competitive strategy in time to maintain its competitive advantage in the automotive industry.This thesis uses PESTEL to analyze the external environment,carries out industry analysis and CPM analysis through the five forces model,and then scores the external opportunities and threats by experts through the EFE external factor evaluation matrix.The final score is 2.85,indicating that opportunities are greater than threats.Then,the internal resource capacity analysis,VRIO core competitiveness analysis,and Boston matrix were analyzed.The advantages and disadvantages were determined through the IFE internal factor evaluation matrix expert weighted score,and the quantitative score was 2.95 points,indicating that they were in the advantage.Finally,it confirms the alternative competitive strategy through SWOT analysis.Finally,it determines the differentiation strategy as the optimal competitive strategy through QSPM quantitative strategy analysis.In order to ensure the implementation of the differentiated competition strategy under the dual-carbon goal,four specific implementation measures are proposed: brand image differentiation,product feature differentiation,production and marketing channel differentiation,and service concept differentiation.In order to facilitate the effective implementation of the implementation measures,three guarantees have been put forward: corporate culture guarantee,product R&D guarantee and human resources guarantee.At the same time,in order to ensure whether the strategy can achieve the goal,the strategic evaluation matrix and balanced scorecard are introduced to control and evaluate the current strategy.The organic cooperation of four measures,three guarantees and control and evaluation system will effectively achieve the achievement of differentiated competitive strategy under the dual-carbon goal,so as to maintain the Group’s sustainable competitive advantage.