Research On Low-carbon Competition Strategy Of JL New Energy Vehicles Under The Background Of Carbon Peak And Neutrality

In recent ten years,China’s new energy vehicle industry has witnessed rapid development,and as a pillar industry of the national economy,domestic self-branded automobiles have maintained a stable and sound development trend.To promote the healthy development of China’s economy and reduce the carbon emission value of automobiles,it is extremely urgent for China’s traditional vehicles to gradually transform to new energy vehicles.Due to China’s long-term policy of new energy vehicles to encourage and good guidance,the rapid development of new energy vehicle industry.The competition between new energy vehicle enterprises is also becoming more and more fierce.This paper summarizes the external threats and opportunities of JL new energy vehicles through PEST model;The internal capabilities and resources are summarized to determine the internal advantages and disadvantages of JL new energy vehicles;Through the five competitive forces model and SWOT model analysis,it is clear that JL new energy vehicles have different resources in the situation of opportunities and threats under the strategic combination plan.According to the above comprehensive factors,the three competitive strategies,namely cost leadership strategy,centralization strategy and differentiation strategy,are matched with the current situation of JL new energy vehicles.Finally,a low carbon competitive strategy is developed,which is dominated by differentiation strategy and supplemented by cost leadership strategy.Eventually,specific implementation measures and suggestions are put forward for JL new energy vehicles to adopt low-carbon competition.It mainly improves its competitiveness in the new energy vehicle market from five aspects: brand differentiation,R&D and innovation,service and experience,low-carbon production and improving profitability.