Research On The Market Competition Strategy Of JiangHeng New Energy Technology Co.,Ltd

Energy,as national strategic resource,is becoming more and more important.At present,about 50%of the petroleum is used in the field of automobile transportation,and the demand is increasing year by year.The external dependence of crude oil has exceeded the safety line and threatens the security of national energy.According to statistics,by the end of 2019 the country's car ownership has reached 260 million,with fuel vehicles accounting for about 99%,and large amounts of exhaust emissions brought the need for environmental governance.The development of the new energy vehicle industry can reduce the external dependence of crude oil and solve parts of environmental governance issues.The State Council issued the "Thirteenth Five-Year Plan" and proposed a national strategic plan for the development of emerging industries including the new energy vehicle industry.Vigorously developing new energy vehicles has become a global consensus,and major auto companies have begun to deploy actively and try to seize the opportunities.The core of the new energy electric vehicle is the power battery,the competition for the core technology of power battery and the supply chain will become another commanding height in the manufacturing competition of large countries,and affect the future global new energy vehicle industry structure greatly.Vigorously developing the sovereign power battery industry,creating world-class products,improving technology and product costs continuously are effective guarantees of enhancing the international competitiveness of the sovereign automobile industry,and also important conditions for popularizing new energy vehicles.For this reason,the state has promulgated relevant policies and guidance to promote the development of the industry,protects the operating environment.Under such a circumstance,JiangHeng New Energy Technology Co.,Ltd.was founded in 2014,positioning itself as a provider of high-end power battery products and solutions,with full system capabilities in research and development,production and sales,and committed to becoming a world-class power battery company.After several years of development,JiangHeng's products and technologies have reached the domestic leading level,but the market sales and share have not achieved the degree to match them.Except the internal management issues of Jiangheng that have restricted the company's development,the lack of market competition strategy is the main reason.The concentration of the domestic power battery market has continued to increase,the oligopoly effect has increased,and the overall overcapacity has been severe.In 2019,the installed capacity of power batteries was 62.16GWh,a year-on-year increase of 9.26%.The companies with the first,second and top ten shipments accounted for 51.01%,17.31%and 87.66%respectively.The number of supporting enterprises in the industry has dropped from 135 in 2017 to 63 in the first half of 2019.There are predictions that 80%of power battery companies will be eliminated.With the increasingly fierce competition in the power battery market and the industry's reshuffle speeding up,how to win in the knockout competition and achieve continuous development and growth has become a major problem that JiangHeng Company needs to think and solve urgently.The important subject of the thesis research is how to formulate an effective market competition strategy and ensure its implementation in the light of the company's current actual situation and the need of the industry development for achieving the company's development goals.In the research process,the application of the thesis was based on the classic competition strategy theory,the thesis adopted literature analysis,case study and interview as research methods,determined the competition strategy by the QSPM matrix and other tools,and investigation to achieve research goals based on theoretical support,fact investigation and scientific analysis.Through the research on market competition strategy,combined with the development need of domestic and foreign markets,analyze and summarize the current situation and development difficulties of JiangHeng Company,formulate the market competition strategy and implementation plan,so as to improve the competitiveness of enterprise in the market and lay a solid foundation for becoming a world-class High-tech innovation company.