BYD's New Energy Vehicle Competition Strategy Transformation Process And Problems Research

With the rapid development of auto industry and the heavier pressure of environment protection,new energy vehicles have arose enormous attention both at home and abroad as one of the most prosperous industry in recent years.Many major countries have implemented financial and revenue policies to support the development of new energy vehicles,which has promoted the uprising of more new energy vehicle products and related companies,among which BYD is one of the best.Based on long-term technology accumulation and capital input,BYD has firstly achieved strategy transformation from traditional vehicles to new energy vehicles.In 2015,BYD has become the global first in sales volume with its 11%market share,which has beaten Toyota and Tesla.In 2016,BYD kept the first place with 13%market share.During the strategy transformation,BYD has updated in every way such as its quality in research,production,sales and service,and its core competition strategy is the transformation from cost leadership strategy to differentiation strategy.During the transformation,there is promotions as well as problems.This thesis first concludes the strategy transformation of BYD in each period,analyzes the process of present strategy transformation.Meanwhile,this thesis surveys the current and potential customers of BYD new energy vehicles,interviews the staff of BYD research,production and administration department.By contracting and analyzing with Tesla,it concludes the problems existing in the process of competitive transformation strategy,and provides the strategies and solutions as well.This thesis has a significant value for further researching on the competition strategy transformation of BYD new energy vehicles as well as some other companies in need of strategy transformation.