Research On Mercedes Benz China Electric Vehicle Business Competitive Strategy

This paper research the Mercedes Benz(China)’s competitive strategy of electric vehicle(EV)and analyzes the background,significance,contents and methods.Taking Mercedes Benz(China)’s pure EV as the research object,in the first place,this paper reviews the research results of previous scholars on the new energy industry.Then,introducing the development process and business of the enterprise,analyzes the industry environment and competitors through the analysis tools of PEST,five forces model,strategic group and industry life cycle model.Using value chain and VRIO framework to sort out and analyze the internal organizational capabilities.Finally,through the SWOT analysis tool,the differentiation strategy is selected as the basic competitive strategy of Mercedes Benz(China)’s competitive strategy of EV,and discussing the implementation details and measures.As the conclusion of this article,in order to obtain the competitive advantage of the EV industry,Mercedes Benz(China)needs to solve the fundamental problems within the industry and improve its technology research and development ability.To Carry out the cost control plan,but increase investment in EV field.Secondly,bring a number of new EV the vacancy of market.At the same time,to form competitive barriers,integrated the supply chain to further strengthen the leading edge of product technology.In the aspect of marketing,open sales channels and use new models.Enlightenment for other enterprises:this paper has certain guiding significance to the traditional fuel vehicle enterprises which need to electric transformation,especially for the luxury brand automobile enterprises in the electric transformation period.This paper deals with the future development trend and market dynamics of new energy industry,and some analysis methods are universal,so it has reference significance for other enterprises that need to study the development of pure electric energy.