Study On The Development Strategic Of The Power Battery Business Of CATL

In the context of the global energy crisis and the environmental protection of "carbon neutrality and carbon peaking",the development of new energy vehicles can not only respond to the international environmental protection trend,but also an opportunity to catch up with developed countries in the automobile industry,which makes new energy vehicles become one of the most important strategic emerging industries in China nowadays.Compared with other new energy sources,lithium batteries have the advantages of stability and safety,and are a more suitable choice for the current level of scientific and technological development.Lithium batteries have also formed a complete industrial chain in our country.From lithium mining to battery manufacturing,to vehicle production,many excellent industrial chain enterprises have been born.The CATL,which is mainly studied in this paper,is one of the upstream enterprises.However,with the rise of domestic competitors,foreign companies such as LG strongly entry into the Chinese market and other factors have intensified the pressure of industry competition,the intensification of market competition and the possible adjustment of national policies,the development of new energy companies in CATL faces many threats.And before the outbreak of the epidemic,CATL experienced a decline in gross profit margins and a decline in profits.In this context,the research on the strategic development of CATL has important practical significance for its long-term development.This paper studies from the perspective of the Power Battery Division of CATL,starting from the four elements of the PEST model,this paper analyzes the current market form of CATL and the development trend of the new energy vehicle industry,and analyzes CATL’s power battery business through Porter’s five forces model and SWOT analysis model.The advantages and disadvantages,opportunities and threats faced,based on the analysis of the corresponding development strategic direction based on the combination of the four elements of the internal and external environment in the model,it is concluded that under the background that the new energy vehicle industry is gradually taking shape and the market is gradually improving,CATL should seek diversified development strategies（ST strategy）.In terms of strategic selection,based on the SPACE matrix analysis model,the 20 elements included in the four dimensions of financial capability,environmental stability,competitive advantage and industrial advantage of CATL were evaluated objectively,and the development strategy was evaluated and selected.The output results show that the enterprise should choose the integrated development strategy in the offensive development strategy,the intensive development strategy,the integrated development strategy and the diversified development strategy,and expand the business of the enterprise to the direction of providing power battery value-added services.In the stage of strategy implementation,actively deploy power battery-related industries,including reaching cooperation with charging piles and charging station enterprises in the energy storage industry,using the market share of its own products and the advantages of charging speed to attract consumers and quickly seize the market.Cooperation projects in new energy vehicle related supporting industries,layout of battery recycling industry,battery leasing business,etc.The expansion of many businesses can also help companies reduce the operational risks caused by the high proportion of a single industry.Under the condition of maintaining the advantage of domestic market share,we will try to transplant the perfect industrial chain layout experience,focus on the global market,and create our own integrated strategy from products to industrial chains.Finally,through the construction of human resources guarantee,the guarantee of financial ability,the construction of corporate culture and organization,and the improvement of technology research and development level,CATL can develop in a long-term and stable manner,and also make my country occupy a place in the field of electric vehicles.