Study On The Development Strategy Of The New Energy Heavy Truck Of Faw Jiefang Automobile Co.,Ltd.

Under the background of the wave of economic globalization,the world’s economies are developing rapidly and energy consumption is rising continuously.In order to protect our global home,carbon control and emission reduction has become a global consensus.China has set the development goals of carbon peaking by 2030 and carbon neutral by 2060.The automobile industry is one of the pillar industries of China’s national economy,and also one of the key industries for carbon emission management because of its long industrial chain,wide radiation,fast growth of total carbon emission and high carbon intensity of each auto.Heavy trucks are the first major contributor to carbon emissions in the automotive industry.Along with the promotion of double carbon target policy and the maturity of new energy technology,the new energy heavy truck industry has ushered in the development opportunity of rapid growth.This article takes FAW Jiefang new energy heavy truck as the main research object,and studies the development strategy of FAW Jiefang new energy heavy truck based on the theory of enterprise development strategy.Firstly,the development status of FAW Jiefang Company and its new energy heavy truck business is introduced,and the current problems of FAW Jiefang new energy heavy truck business are analyzed in detail.On this basis,the PEST model is applied to analyze the macro environment faced by FAW Jiefang new energy heavy truck in four aspects: political,economic,social,and technological,and the Porter’s Five Forces model is applied to analyze the industry environment faced by FAW Jiefang new energy heavy truck.The internal environment of FAW Jiefang new energy heavy truck was analyzed in terms of its product development capability,marketing and service capability,procurement resource capability,financial resource capability,human resource capability and operation management capability,etc.Then the SWOT analysis method is applied to analyze the strengths,weaknesses,opportunities and weaknesses,and it is proposed that FAW Jiefang should adopt an offensive development strategy for its new energy heavy truck business.Combining with the company’s own development goals and industry development status,intensive strategy and integration strategy are finally selected to carry out new product development,market development and vertical integration,and a series of strategic implementation guarantee measures are proposed on the basis to ensure the implementation of the strategy.Through the in-depth study of FAW Jiefang new energy heavy truck development strategy,it is expected to provide theoretical and practical reference values for the strategic development of FAW Jiefang new energy heavy truck business,and also provide some reference significance for the strategic development of new energy heavy truck industry.