Study On The New Energy Vehicle Development Strategy Of FAW-VW

Automobile industry,which is one of China's pillar industries,has experienced a spurt of development in the past ten years,with the rapid development of economy.The production of China's automobile in 2017 has reached 29,015,400;and sales volume has achieved 28,878,900,which accounted for more than 30% of the global automotive market,occupied the first place in the world car market;at the same time,the vehicle ownership of China has reached 2,170,000,000 by the end of 2017.The large quantity base and the fast growth rate are two typical labels of China's auto market,which fully illustrates the current situation of the Chinese automobile market.With the growing demand of consumers,consumption of energy and environmental protection are becoming more and more critical.Governments around the world have paid much attention in the development of new energy policy.Utilizing new energy vehicles to replace the traditional fuel vehicles is the only way for the development of automotive industry.The development of new energy in the automobile industry is in line with the historical background and the trend of the development of the times.It is an effective measure to realize energy conservation and emission reduction and protect the environment.The economic transformation,environmental improvement and energy crisis are the three mountains in front of China's development.Therefore,the development of new energy vehicles is of great significance for both the overall development of China's automobile industry and the development of Chinese macro economy.In recent years,with the new energy policy in China,new vehicle companies are developing like bamboo shoots after a spring rain.They tried to break the barriers of traditional manufacturing method and achieve a breakthrough from new energy technology.Many big companies launch a variety of ways in new energy vehicles,such as,hybrid power and other new energy vehicles,which conform to the market demand and conform to the policy orientation,and they also try to transit China's automobile market to new energy vehicles.FAW-VW Automobile Co,as one of China's leading joint ventures in the new energy vehicle,develops relatively backward and conservative."Strategy 2020" from 2015 began to introduce new energy development direction,but by the end of 2017,there has been not even one new energy automobile listed on sale.Both shareholders' concerns of the new energy market,the cost of new energy and half preparation of qualifications,a series of events of "emission" are all causing this situation.So far,the developmental strategy of FAW-VW new energy is still uncertain.This paper,taking FAW-VW Automobile Co as the main research object,tries to formulate a strategy suitable for the development of new energy in the car joint venture of FAW-VW.Firstly,the paper analyzes the general situation and development status of FAW-VW new energy vehicle from the four systems of R & D,procurement,production and sales to find the main problems and causes of new energy development.Secondly,comparing the experience of new energy development of large car enterprises in other countries through the analysis of the internal and external environment,analyze the advantages and disadvantages of FAW-VW,and find out the strategic direction of the development of new energy vehicles.Finally,researching on the key measures and strategies of the optimization and upgrading the system.Try to offer a specific path for FAW-VW new energy vehicle,at the same time,formulating measures for implementing the strategy,to ensure the development of FAW-VW new energy vehicles fast and healthy.