Research On The Development Strategy Of BYD New Energy Vehicles

In recent years, the traditional auto industry development in China encountered a series of bottlenecks, such as environment pollution, energy crisis, traffic jam and high traffic accident rate. Because of its clean environmental protection, independent on the obvious advantages of traditional energy, new energy vehicles get more and more attention of the world. China also launched a series of policies to support the development of new energy vehicles industry vigorously. With the leading battery technology advantage of the world, BYD is in a leading position in research and development of the new energy vehicle in China. In front of the opportunity of the new energy vehicles’rapid rising, BYD Company is also facing a series of internal and external challenges in technical, marketing, competition and policy. Based on the above background, this article will study of development strategy of new energy vehicles, in order to Formulate appropriate development strategy for BYD new energy vehicles.Main content of this article are as follows:first of all, analysis of the external environment and internal conditions of BYD Company. External environment mainly includes the macro environment and industry environment. Internal conditions mainly include the company’s resources and core competitiveness, and comprehensive analysis of the company’s external environment and internal conditions for comprehensive evaluation by EFE matrix and IFE matrix. The analysis shows that BYD new energy vehicles has both supporting policies and industry rapid development opportunities and fierce competition both from home and abroad and consumers cognitive factors such as inadequate, has both the advantages of technology, cost, innovation and the scale of production, brand building, marketing services. Secondly, makes the choices of the development strategy of BYD new energy vehicles. On the basis of analyzing the external environment and internal conditions, it sets up the SWOT matrix, puts forward the proposal on SO、WO、ST、WT strategy combinations, makes the enterprise, market and product positioning, establishes the strategic goal, formulates the development strategy on corporate level, business level and functions level. Finally, implement and safeguard measure of BYD new energy vehicles development strategy is given, including the construction of enterprise culture and brand, independent innovation, improve quality, human resources and marketing, establish strategic control system and strategic cooperation.The mainly innovation points are:the first, formulating the development strategy of new energy automotive business for BYD Company, who is the leader of new energy vehicles industry in China, and making the implement and safeguard measures. The second, providing important reference value for the other auto enterprises to develop new energy vehicles business.