Research On Product Strategy Of The A Electric Automobile Company On Openning-up Background

The strong relevance and driving force of the automobile industry make it become the carrier and breakthroug for the transformation and upgrading of China’s manufacturing industry.Recently,the development of electric vehicle industry scale keeps expanding,and its industrial structure keeps transforming and upgrading.It gradually develops into a strategic emerging industry in China.However,in general,the new-energy vehicles industry,represented by electric vehicles,is still in the early stage of new-energy vehicles industry.Meanwhile,electric vehicle enterprises are facing the changes of opening up industrial environment and expanding market,influenced by domestic and foreign technologies,policies and social factors,etc.It is very significant for enterprises to adapt to the changes of the external environment,in order to formulate a suitable product strategy for enterprises.With the development trend of electric vehicles,company B,who is the leader in the traditional fuel vehicle market in Chinese automobile brand,invested and established electric vehicles company A(hereinafter referred to company A)in 2018.As the holding subsidiary of company B,company A has an important mission to transform and upgrade company B.However,at present,company A is facing with losses,less product lines,low product positioning,unbalanced development of product structure,etc.Therefore,it is particularly urgent to formulate a feasible product strategy to improve market share,and get out of its dilemma.This paper analyzes the impact on company A,brought by the external macro environment and industrial development trend of China’s electric vehicle industry,by PEST、Michael Porter’s Five Forces Model.With the analysis of the internal conditions of company A,the overall strategic direction of the product suitable for company A is made,by SWOT quantitative analysis model.That is,the strength pioneering S-O strategy with moderate strategic strength.Afterwards,according to the application scenarios of electric vehicles,SPAN analysis modele is used for market positioning of A company.Finally,this paper puts forward product strategy goals and milestones,strategy thought,product plan for next five years.Meanwhile,according to the potential risk,a series of security measures is made to ensure that company A can achieve the goals of product strategy,including the talent team construction,technology innovation,cost management and marketing model,ect.