The Electric Car Competition Strategy Research On TJOL Company

Development and expansion of market economy, enterprises cannot leave thecompetition, the competition is not blind and spontaneous. Enterprises to gain competitiveadvantage in the competition, the choice of competition strategy is particularly important.Enterprise based on the face of external environment and internal environment, todetermine the enterprise competition strategy. Clear the purpose and goals of the enterprise,determine the specific measures and steps. This topic to TJOL electric cars as the researchobject, the structure of the school represented by potter competition theory as thetheoretical basis, analyzed the TJOL competition strategic choice.This topic from the analysis on the basic theory of competitive strategy, the porter’sthree competitive strategies: cost leadership strategy, differentiation strategy andcentralization strategy are expounded; For competitive strategy tools-porter five modelsare analyzed. Under the theoretical guidance, analyzes the TJOL electric cars faced bypolitical, economic, social and technological environment; Analyzed the TJOL electric carsto meet the opportunities and threats of external environment and internal environmentfacing the advantages and disadvantages. Which has carried on the quantitative analysis ofexternal environment, it is concluded that the TJOL electric vehicles can be better in theface of foreign threats and challenges. Through a company facing the internal and externalenvironmental analysis, it is concluded that TJOL electric cars should be used for specificcompetitive strategy for overall cost leadership strategy and part of key productdifferentiation strategy. The implementation of the strategy of risk, the risk prevention, thispaper puts forward the basic idea of strategic alliance. As small, research and developmentfunds are not enough at the center of the enterprise, the innovation of new technology,equipment depreciation and obsolescence and will be TJOL electric vehicle co., LTD’sproblems and bottlenecks in the development. Join the existing strategic alliance and thecreation of a new strategic alliances with other competitor will be the developmentdirection of enterprise development. The smooth implementation of competition strategy,need to control the risk of enterprises may face. Strategy implementation itself has a risk,need to control costs, and maintain a leading technology; Technology updates caused byfinancial stress and equipment depreciation, is also the enterprise needs to solve theproblem; Macro economic environment is not optimistic, have a big impact on thedevelopment of enterprises, avoid risk, to expand sales. To solve these problems, can makethe enterprise to win competitive advantage.This topic in management, marketing related theory as the basis, uses the PEST(Politic analysis, Economics analysis, Society analysis, Technology analysis) analysismethod, analyzes the TJOL electric vehicles are faced with the external environment; SWOT (Strength,Weakness,Opportunity,Threat) analysis to enterprise’s opportunities,threats, advantages and disadvantages are further elaborated. Was analyzed by using thebaud five model TJOL electric car industry facing the competition environment, includingthe industry competitors, buyers, suppliers, new entrants and the threat of substitutes andservices. External competitive threats and opportunities to the industry, used the EFEmatrix, gives weights, obtained more accurate TJOL data in the face of externalenvironment.Through the study of internal and external environment, TJOL electric vehicle for thedevelopment of the electric car business has made the competition strategic choice, at thesame time points out the TJOL electric vehicle development present situation and thedevelopment of may face the risk, the risk control and the enterprise internal structure, thesolution of the problem, become the key to a successful strategy implementation TJOLelectric car. Research for TJOL electric vehicle co., LTD., strategic choice andimplementation, provides the feasibility of the scheme, pointed out the direction for thedevelopment of the electric car business.