| The research object in this thesis is a new cross-industrial automobile manufacturer,named New Trend Automobile Co,Ltd(NTA).Founded in 2014,it focuses on producing intelligent electric vehicles.As the age of IoT comes,all manufacturers in this industry have a clear vision of the intelligent transportation revolution: internet and manufacturing will bring along and drive the development of more new business models,and will have profound influence on global economic situation in several decades.NTA was born in this trend.Despite its unique innovative and internet thinking,the market sharing of its vehicles has been quite low since it begins delivery in the middle of 2018.To find a way out,it is urgent for the company to make strategies that can meet its development level,so as to earn a place in fierce competition.Based on the review of domestic and foreign literature,the thesis analyzes NTA’s strategies under the new trend in automobile industry.Firstly,the thesis analyzes the current situation of the company,and introduces its state of business,financing situation,products and organization structure,to present a whole picture of the company.In this chapter,the author also raises major problems that the company is facing,including delivery and mass production,advantages not obvious due to small category,user experience and product definition need to be improved,etc.Their causes are analyzed as well.Secondly,the thesis analyzes the external environment from four dimensions using PEST methodology: politics,economy,society and technology.The internal environment is also analyzed and discussed from three aspects: resource and capability,recognition of core capability,and enterprise value chain.Based on the above-mentioned factors,the current situation of the company is analyzed using SWOT methodology,including its advantages and disadvantages,opportunities and challenges,etc.Through SWOT,the situation and direction of the company can be seen clearly.At last,based on the clarified competitive strategies,the thesis puts forward SO strategy,which takes the opportunity of the government supporting the development of emerging industries,aiming to attract consumers and take a stable market share through differentiation strategy.Then the author discusses measures to achieve the company’s goals from the aspects of organization structure,human resources,salary incentives,enterprise culture,R&D investment,and intellectual properties.The comprehensive and systematic solutions to solve the problems faced by NTA and to help the company achieve its goals make the research more feasible,and make it expectable that NTA can thrive against fierce competition,gain advantage through continuous innovation,and earn the ability of sustainable development. |
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