Research On Geely Auto's Business Model Transformatio

At present,the global automobile industry is in a critical period of major transformation and change,especially the rapid development of new energy vehicles,has become the main direction of transformation and upgrading,but also an important choice of emission reduction,is increasingly becoming the biggest growth momentum of the global automobile industry,"electrification,intelligentizationt" has become the biggest trend of this era.As a kind of bulk consumer goods,automobile has the characteristics of long industrial chain,high correlation,wide range of radiation,strong driving and high degree of internationalization.With the high quality development of our national economy,automobile,as the key pillar industry,is the key to achieve the double carbon strategy,create a new pattern of double cycle and high quality development.As the penetration rate of new energy continues to rise,the fuel vehicle market gradually shrinks.Almost all auto manufacturers are transitioning to new energy and electrification,but the only difference is the speed,intensity and rhythm,which is also a huge test faced by traditional vehicle manufacturers such as Geely Auto in the transformation process.This paper chooses Geely Auto as the research object,analyzes the problems existing in Geely Auto’s business model,explores the causes of the problems,and uses PEST,Porter Five Forces and value chain to analyze the value space of its business model transformation.According to the analysis results,considering the company’s operating environment,competition pattern and industry background,a business model transformation is designed.The transformed business model has improved Geely Auto’s competitive advantage in many aspects.It provides valuable reference for the business model transformation of similar private auto manufacturers.