| In the context of addressing the climate change,all the countries have adopted an agreement to reduce the greenhouse gas emissions.In September 2020,China announced to the world at the United Nations General Assembly the goal of achieving carbon peaking by 2030 and carbon neutrality by 2060.New energy vehicles are not only an important direction for the transformation and upgrading of the global automotive industry,but also an important grip to cope with the energy crisis and alleviate environmental pollution.According to the New Energy Industry Development(2021-2035),the government will adhere to the development direction of electrification,networking and intelligence,focus on integration and innovation,break through key core technologies,optimize industrial develop environment,promote high-quality and sustainable development of China’s new energy industry,and accelerate the construction of a strong automobile country.GAC Group officially established Guangzhou Automobile New Energy Co.,Ltd in September 2022 based on its strategic positioning and future development plan for the intelligent new energy vehicle business.Relying on the resource advantages of GAC Group’s global system,Guangzhou Automobile New Energy Co.,Ltd responded to market changes with the highest efficiency,and achieved monthly sales of more than 30,000+ units in September 2022,ranking itself among new energy vehicle enterprises.However,behind glamorous sales data,there are so many hidden problems,e.x.technical,quality problems,core technology missing problems,market positioning mismatch problems,conservative brand marketing problems,and human resource management problems.As a leading automobile company in China’s new energy vehicles area,it is necessary to study and formulate a set of strategic plans that are more adaptable for the development trend of the new energy vehicle market and the company’s own future development,so as to maintain the current leading position in the domestic new energy vehicle market,and even prepare for representing Chinese automobile manufacturing internationally in the future.This paper takes the current and future development situation of the new energy automobile industry as the background,and uses some theory of strategic management to the develop strategy of Guangzhou Automobile New Energy Co.,Ltd.On analyzing the current situation of the company’s development,the problems in the company’s current operation are analyzed,mainly including vehicle technical quality and styling and interior design,and the deep-seated reasons for the problems are derived.This paper also analyzes the industry and market environment of Guangzhou Automobile New Energy Co.,Ltd through SWOT model.It currently has three major advantages: rich R&D resources,experienced product management,and strong human resources.At the same time,it has disadvantages such as high cost due to unformed R&D modularity,and R&D quality to be improved.Its opportunities mainly come from the rapid improvement of R&D efficiency in the era of Internet+and big data,as well as the general environment of national promotion of innovation drive,national and local policy support and deepening reform of state-owned enterprises.Its challenges mainly come from the strong brand power of traditional automobile companies and the increase of the competitive threshold of intelligent network connection technology after the entry of new Internet companies.Accordingly,the development strategy of Guangzhou Automobile New Energy Co.,Ltd is proposed to be a defensive strategy,maintaining its strengths and Make up for the shortcomings,focusing resources on developing existing best-selling models,achieving modularity,and strengthening the core competitiveness of its products and brands.This paper presents the development strategy from business and functional levels.Finally,it also provides measures for the success of implementation of develop strategy in terms of resource security,risk control,process and system construction. |
PDF Full Text Request