| As energy and environmental issues have become more and more prominent in recent times,numerous countries have taken action to promote the growth of new energy vehicles,particularly China,which has become the world’s leading auto producer and consumer.In 2021,China’s auto production and sales completed 26.082 million and 26.275 million respectively.China has been employed as a financial "ballast stone" to protect against the outbreak of the epidemic in 2020 and reduce potential hazards.With the further clarification of carbon emission targets in the 2022 government work report and the 14 th five-year plan of the country,new energy vehicles will have a broader development space in the future.The Xiaopeng Automobile Technology Company studied in this paper is a well-known new power enterprise in new energy vehicles.Xiaopeng Automotive Technology Co.,Ltd.In 2014,the Ministry of Industry and Information Technology of the People’s Republic of China granted the first new force enterprise,founded that year,the product qualification announcement,as well as the vehicle license plate.It is the first batch of new force enterprises to break through successfully.In 2021,it ranks the first in sales among new force enterprises.However,with the increasingly fierce competition in the new energy vehicle market,more game players entering this field,the uncertainty caused by the rising price of raw materials,the pattern change caused by the technology update iteration and other practical pressures increasing,Xiaopeng Motor Company also exposed some problems,such as the planning ability and marketing level to be improved,the internal value system was once low,the product brand market influence was weakMany problems,such as low gross profit rate of products,have directly led to the slow progress of Xiaopeng Automobile Company in the process of achieving sustainable development and further strengthening.In the rapidly developing new energy vehicle industry,if you do not advance,you will fall back.If you lag behind,you will be beaten.In the era of strong demand for new energy vehicles,Xiaopeng Automobile Company should grasp the development opportunities,strengthen the company’s existing advantages and characteristics,take multiple measures to complement its own weaknesses,and then obtain more favorable development opportunities.Based on the development trend of the new energy vehicle industry,this paper analyzes the current internal development status,existing problems,and causes of Xiaopeng Automobile Company.Based on this,the internal and external business environment of the company is further analyzed,and SWOT model is used to analyze the advantages and disadvantages,opportunities and threats faced by the company.Based on this conclusion,short-term,medium-term,and long-term development goals of the company are formulated.It is comprehensively concluded that Xiaopeng Automobile Company should choose the SO strategy as the dominant strategy.To optimize internal reform,maintain a leading position in core fields,provide products and services that meet user needs,increase market share,and ensure market position in the increasingly fierce new energy vehicle market,achieving higher industry influence and discourse power.".In addition,enterprises of the same or similar type as Xiaopeng Automobile Company can also be inspired and guided to better formulate company strategies and jointly assist the healthy and sustainable development of the new energy vehicle industry. |
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