Research On Competitive Strategy Of BYD New Energy Vehicle

Driven by the national new energy policy,air quality in large and medium-sized cities in China has declined year after year,and carbon emissions are becoming more and more stringent,which promotes the rapid rise of new energy automotive industry and creates rare development opportunities for automotive enterprises.In order to obtain the competitive advantage of a new round of automotive revolution,countries around the world have issued incentive policies to support the development of new energy automotive industry.With the entry of foreign automobile enterprises into the field of new energy vehicles,there is no small challenge to domestic enterprises.It is often said that opportunities and challenges coexist.Under the current environment of new energy automobile,the competitive strategy of new energy automobile enterprise needs adaptability adjustment or change.It is necessary to study the competitive strategy of BYD,a well-known domestic new energy automobile enterprise,in order to maintain the competitive advantage in the competition.This paper mainly elaborates the background and significance of the competitive strategy research of BYD New Energy Vehicle,reviews the theoretical research at home and abroad,provides theoretical basis for the next strategic research content of BYD New Energy Vehicle,and explains the thoughts and methods of the research.PEST analysis method is used to analyze the competitive environment of pure electric vehicles in new energy vehicles,Porter five-force model is used to analyze the competitive structure of new energy vehicles industry and the main competitors.Analyse the internal environment of Yadi New Energy Vehicle and analyze the general situation and problems of its competitive strategy.The evaluation and selection of competitive strategy of BYD New Energy Vehicle are elaborated.The key strategic elements are analyzed by EFE and IFE,and the strengths,weaknesses,opportunities and threats are analyzed by SWOT analysis method so as to evaluate and select the new energy vehicle competitive strategy.This paper elaborates the implementation and guarantee measures of competition for BYD New Energy Vehicle.In terms of technology differentiation and product differentiation,it also puts forward the guarantee measures that need to be taken during the implementation of competition strategy,i.e.guarantee of organization,human resources,riskmanagement and corporate culture management to ensure the effective implementation of enterprise strategy.As a domestic automotive giant,BYD has a long history in the automotive industry.By comparing the competitive strategy of Yadi New Energy Vehicle,we can better understand the implementation of BYD strategy in recent years,and provide certain reference for BYD to summarize competitive strategy,adjust competitive strategy and implement competitive strategy.At the same time,as a typical representative of new energy vehicles in the Pearl River Delta region,BYD also provides certain basis for the selection and formulation of competitive strategy of new energy vehicle enterprises in the whole country.In the current slowdown of the growth of the automotive industry,in the form of government subsidies,continuous iteration of technology and market orientation,the formulation of competitive strategy can not only make BYD NEV clearly positioned in the market,but also promote its development in a complex environment.