The Research On New Energy Vehicle Strategy Of BYD Company

Entering the new century,the development of new energy vehicles will not only help solve the resources,energy,environmental protection and noise pollution and other issues to what the automotive industry in China facing,but also an important way to achieve the change from "auto big country" to "auto strong country"."Energy-saving and new energy automotive industry development plan(2012-2020)" put forward the strategic goal of China's new energy vehicles: 2015 reach to 500 000 and 2020 reach to 5 million.In 2014,new energy automotive industry beginning to take shape,new energy vehicle global sales is 28.5 million;China has become the most promising growth market in the world.After years of development,BYD Company has achieved mass production of electric vehicles and key parts.BYD new energy passenger terminal achieves sales of 48000 in 2015.BYD becomes a global biggest new energy car sales company.However,compared with international multinational auto company,BYD,still have a wide room for development in terms of company size and management level.According to industry development environment and the company's own situation.Preparing the company's development strategy to enhance the core competitiveness,which stride promoting the company,is the problem that the company's scientific development process need to solve.First,this paper overviews and describes characteristics of corporate strategic planning,composition and the development of key processes and procedures for strategic planning,through a combination of quantitative and qualitative strategic management basic theory and methods.Then,the internal and external environment and competitive situation faced by BYD are analyzed systematically.Analysis on factors of the external environment is formed by using PESTEL analyze;Analysis on internal factors is through the use of Porter's five forces,amply analyzing company's competitive environment.Finally,using SWOT and GE Model to evaluate factors that affect company's development,the paper analyzes company's business strategy,underline the analysis,assessment and adjust of company's line of business,provide reference material for optimizing China Automotive Enterprises' business strategy.Research shows that our new energy automotive industry has great opportunity and advantage in macro-environment.Enterprises can exert internal and external advantage greatly.So advantage resources can be used greatly.But there's still long way to go on detailed strategy making,implement and long term layout;there's more endeavor needed to build core competitiveness.