Research On Competitive Strategy Of Nanfeng-nisang Passenger Vehicle Co.,Ltd.

With the development of the Chinese economy,the improvement of residents’ income,and the gradual expansion of the Chinese passenger vehicle market,the automotive industry has become one of the most important driving forces for the Chinese economy.According to statistics,the economic scale created by the automotive industry accounts for about 10% of China’s GDP,and it significantly drives the upstream and downstream related industry chains.If the automobile industry increases its output value by 1 yuan,it can drive the value-added of upstream and downstream related industries by 2.64 yuan.The automotive industry is the fastest growing industry in China in the past 20 years,ranking first in the world for 13 consecutive years.But after rapid development,the car ownership has become increasingly saturated,and vehicle manufacturing has gradually shown a situation of overcapacity,fierce competition,and declining profit margins.As the second largest pillar industry in the country after the real estate industry,the passenger car industry is now undergoing unprecedented market tests.The golden era of ultra high growth in passenger cars has come to an end,and it is expected that the next 10 years will be a new era of medium to high growth.How to seize market opportunities and remain prosperous in the new situation is an important issue that every automotive company has to carefully consider.Nanfeng Automobile is a Sino Japanese joint venture passenger vehicle production enterprise established in 2003.Its shareholders are China Nanfeng Automobile Group and Japan Nisang Automobile Group,each holding 50% of the shares.The annual production capacity of the entire vehicle is 1.36 million units,and the annual production capacity of the engine is1.34 million units.In the past 19 years,we have achieved impressive performance and brilliant achievements,firmly ranking first in the industry.However,due to the development and changes in the external environment,as well as some problems in the internal environment,Nanfeng Nisang Company has experienced a consecutive 5 year sales decline in recent years.In addition,the rapid development of electric vehicles in 2022 has left traditional fuel vehicle industry giants Nanfeng-Nisang Company unprepared,and sales have also worsened,maintaining a record of over 1 million sales for 7 consecutive years and breaking through in 2022.The market situation is precarious,and in this situation,if Nan Feng wants to reverse the situation,stop the decline in consecutive years of sales,and return to the previous ranking,he must remain steadfast and establish a unique and effective competitive strategy system of his own.This paper studies and elaborates on the competitive strategy of Nanfeng-Nisang Company from four major chapters.And through the study of competitive strategy,it is determined to adopt a value enhancement strategy based on cost leadership and differentiated integration,a dual pronged strategy for super variable hybrid and electric vehicles,and a strengthened operational strategy.And we have formulated supporting strategies such as product development,market expansion,human resources,full value chain cost reduction,organizational optimization,and capacity upgrading to achieve the strategic goal of stabilizing profits and ensuring growth.In the new era of China’s passenger car market transitioning from fuel powered vehicles to new energy vehicles(mainly electric vehicles),how does Nanfeng-Nisang Company adjust its strategy to overcome the dilemma of "turning around when the ship is big",catch up with emerging electric vehicle companies such as Tesla and BYD,and return to the forefront of the passenger car industry.