Research On Timeshare Rental Market Strategy Of Y Company's New Energy Vehicle

As a new short-term travel mode,time-sharing lease of new energy vehicles has advantages in price and flexibility of use compared with traditional taxi and special car.With the deep impact of the Internet on the traditional car rental industry,the popularization of big data,cloud computing and car networking applications,and the strong growth of demand in the consumer market,the formulation of a clear market strategy can help new energy car time-sharing leasing enterprises achieve leapfrog development.The development of car sharing in China is relatively short,and the time-sharing leasing operation of new energy vehicles is still in the early stage of development.Many enterprises try to develop the automobile self-service time-sharing leasing business,and the industry shows a rapid development trend.Y company's new energy vehicle time-sharing leasing business involves many links,such as vehicles,renewable energy,parking spaces and off-line operation.It has high investment costs and faces serious loss pressure.Therefore,it is particularly important to formulate enterprise market strategy.In this paper,Y company is selected as the research object,and the macro-environment,internal environment and competitive environment it faces are studied comprehensively by using the theory of strategic management.The external factors and internal factors are evaluated by using EFE matrix evaluation method and IFE matrix evaluation method respectively,so as to conclude that its advantagesoutweigh its disadvantages and opportunities outweigh threats.The SWOT analysis method is used to conclude that the advantages outweigh disadvantages and opportunities outweigh threats.The advantages,disadvantages and opportunities and threats faced by the company's development are determined by using SWOT four-and-a-half-dimensional coordinate method to select SO strategy as the best strategic combination.By using the method of questionnaire survey,the strategy of Y company is diagnosed,and the problems existing in the strategy of Y company are found out,so as to clarify the direction of development.According to the results and diagnostic conclusions of SWOT analysis matrix and four-and-a-half-dimensional coordinate analysis,the strategic positioning and strategic objectives are adjusted,and the overall strategy and competitive strategy are adjusted by QSPM analysis method.On this basis,the detailed implementation measures of the overall strategic objectives,competitive strategies and market strategies are determined to build a first-class professional new energy vehicle integrated operation service provider in China.In order to achieve the development goal,the plan will enter the stage of "integration of online and offline" in the next 2-3 years.Finally,the paper puts forward the safeguard measures for the smooth implementation of the market strategic objectives.Through the study of Y company's new energy vehicle time-sharing leasing market strategy,we can promote the development of Y company's new energy vehicle time-sharing leasing business,and also provide reference for relevant enterprises in the industry to formulate market strategy.