Research On The Competitive Strategy Of BQ New Energy Vehicle Company

In recent years,the global mainstream car companies have determined the new energy market strategy,multinational car companies,joint venture brands have shifted to the new energy vehicle market,is bound to stir up more intense competition in the new energy vehicle market,China’s new energy vehicle market competition pattern will also change.As domestic a-share first backdoor listing of the new energy automobile company BQ,not in view of the increasingly fierce competition in the market to do scientific competitive strategy,make the BQ company,product homogeneity and positioning are not allowed to be facing the subdivision and differentiation competition obviously tesla,wei to,such as strong competitors,the need for competition strategic planning,In order to ensure that in the fierce competition to obtain excellent competition,sustainable long-term development.Therefore,this paper intends to systematically study the competitive strategy of BQ company’s new energy vehicles.This thesis studies the competitive strategy of BQ new energy vehicle company.Firstly,pest and Porter’s five forces model are used to analyze the external macro and industry environment of BQ new energy vehicle company,and the internal resources and capabilities are analyzed.Then,based on the analysis results of internal and external environment,SWOT is used to summarize the advantages,disadvantages,opportunities and threats of BQ NEW energy vehicle company,formulate SWOT strategy matrix,determine so strategy as the company’s future development strategy,and put forward low-cost leading strategy Based on the three alternative competitive strategies of differentiated competitive strategy and centralized strategy,QSPM matrix analysis is used to determine the differentiated strategy as the competitive strategy of BQ new energy vehicle company,and put forward the implementation strategy of differentiated competitive strategy,focusing on product differentiation,brand differentiation,marketing differentiation and technology differentiation.BQ new energy vehicle company implements differentiated competition strategy mainly from four aspects: product differentiation,brand differentiation,marketing differentiation and technology differentiation.Among them,product differentiation adopts vertical and horizontal differentiation methods,mainly through improving the scientific and technological level of products,making a comprehensive layout of product lines,strengthening the development of high-end market segments and carrying out additional product services;Brand differentiation is mainly realized from two aspects: medium and high-end brand positioning,medium and high-end brand image shaping and promotion;Marketing differentiation is mainly realized by formulating reasonable sales prices,constantly innovating marketing channels and actively carrying out diversified promotion activities;Technology differentiation is realized through the improvement and innovation of lightweight technology,power system,intelligent Internet of things technology,big data and battery technology.Finally,it puts forward the implementation guarantee measures of BQ new energy vehicle company’s differentiated competition strategy from four aspects:organization,talent,system and corporate culture.