Research On Competitive Strategy Of D Company Inverter Into New Energy Automotive Industry

With the further development of China reform and opening up,the domestic industries have ushered in the opportunity of rapid development,especially in the automotive industryThe rapid development of the domestic auto industry to bring strong economic driving force,but the amount of automobile rise also accompanied by some negative effects,such as environmental pollution and energy crisis,so the new energy automotive industry in recent years to rise again,the momentum of development rapid.The inverter can not only be used for air-conditioning system of new energy vehicles,but also is the core controller of motor control system of new energy vehicles,is an important part of the downstream industry chain of new energy vehicles,with the new energy automotive industry high speed development will bring new opportunities for the enterprise powerful inverter.The research object of this paper is D company,which mainly takes frequency converter as its main business,analyzes the competition of the company’s inverter business in the new energy automotive industry,and according to the company’s current situation,formulates the competitive strategy for the company’s development.Specifically the following aspects:the background of the revival of usher in the new energy automotive converter used in the car enterprises historical opportunity,using the PEST analysis method and Potter’s theory of competitiveness in-depth analysis of D inverter products into the automotive industry is facing in the new energy industry in the process of environmental threat and opportunity;use the opportunity of D company the internal and external threats,SWOT analysis theory and comparative analysis of advantages and disadvantages.The results showed that D company the company drives in this historic opportunity to enter the new energy automotive industry,the advantages of the company(S,Strength)D company has the high quality staff,advanced technology research and development base,capital chain is sufficient;inferior(W,Weakness)for the company’s salary incentive system is not perfect,high-end products the level of research and development needs to be further improved,the need to strengthen the management of company agents;the company’s opportunities(O,Opportunity)for converter occupies an important position in the national strategic emerging industries,China new energy vehicle market is huge,domestic brands inverter after years of development and the international advanced water gap,in the new energy industry has great potential for the company;the threat(T,Threats)for the increasingly fierce market competition,the new normal economic situation for the domestic manufacturing industry challenges.On the basis of the proposed D company should focus on the new energy automotive inverter market,using technology and service differentiation competitive strategy combined with the company’s production line upgrade cost leading competitive strategy,and points out the control points of the implementation process of competitive strategy and matters needing attention,to ensure the smooth implementation of the competition strategy of the company.In order to ensure the smooth implementation of the competition strategy,D company should control the stability of key employees,and reduce the mobility of employees from salary incentive system and enterprise culture construction.At the same time,we will increase r&d investment,accelerate product upgrading and improve service level to establish brand effect.In addition,we should pay attention to the risk of market subdivision and business diversification.