| In recent years, The development of new energy vehicles gradually become the important policy to accelerate the transformation of traffic energy strategy of the world. XHDZ Group Limited company seizes the country to vigorously develop new energy automobile industry, a high starting point to enter the new energy automobile industry. The company is faced with the outbreak of new energy automobile market, the intensive strong support of national policy, and also facing with unfavorable factors such as fierce market competition, weak technical force, meager profits etc. How to avoid weaknesses, seize the opportunity, quickly becoming bigger and stronger is a pressing matter of the moment for the company.This paper, based on the theory of competitive strategy, studies the reality of the situation of XHDZ Group Limited company of new energy automotive business and future development planning, to seek the most suitable strategy for the company’s new energy automotive business development. Firstly, the paper describes the background and significance of the research, introduces the new energy automotive industry related concept and the theory of competitive strategy, the paper frame and research method. Secondly, the paper uses the tools of PEST and the Potter Five Forces Model, to analysis the external and internal environment of XHDZ Group Limited company, to determine the competitive environment and strategic position of the company. Thirdly, with the method of SWOT analysis, to analyze the company’s opportunities and threats, clear the company existence superiority and the inferiority, draw the direction of the future development strategy. Finally, the article points out that in order to develop the new energy automotive business, the company should implement differentiation strategy, and put forward from the concept of development, products, talent, profit model, service, cooperation of six specific aspects of the implementation of differentiation strategy. Through the differentiation strategy, the company will become the leading enterprise, providing the motive power batteries, automotive electronics, charging for electric facilities and personalized support program for the integration of new energy vehicles, the operation platform for the development of the international leading to build new energy automotive ecological network. The paper studies to implement the security measures of the differentiation strategy, develops strategic planning for the company. The paper proposes a series of guarantee measures based on five aspects, which include: optimize management patterns, reinforce the management of human resources, strengthen the financial security, explore the incentive mode, cultivate corporate culture, to ensure the effective implementation of differentiation strategy, to promote the rapid development of the company, to achieve the strategic objectives.The study can help XHDZ Group Limited company stand firmly in the competitive market and improve its profitability and benefits. The results of this study not only have theoretical and practical meanings for the domestic new energy automobile industry development, but also shed lights on the other company who want to enter the industry. |
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