Research On Competitive Strategy Of NIO New Energy Automobile Co.,Ltd.

With the rapid growth of the market,Chinese disposable income has been greatly improved and the pace of people’s work and life has been increasingly accelerated.The demand for private cars,a convenient travel tool,has greatly increased.Chinese automobile’s production and sales surpassed that of the United States in 2009,successfully becoming the world’s largest auto market.In 2018,Chinese domestic auto market gradually became saturated and for the first time,there was a negative growth in passenger car sales.At the same time,my Chinese independent auto quality market lacked competitive advantages.Auto brands from other countries occupied 50%of Chinese market share.As China’s energy shortage and environmental pollution problems continue to be worse,the mainstream of Chinese economy is aiming todeveloo low carbon economy,based on the promotion of China’s low carbon economy and the continuous specific situation of automobile market sales.And main point of low-carbon economic development is energy pollution-free and its efficiency.As a key measure for energy conservation and emission reduction in China,the development of new energy vehicles has become a necessary means for China to realize the transformations and innovations of the automobile industry and adhere to sustainable development.Therefore,it is of great practical significance to make a profound study in Chinese new energy automobile enterprise,being able to promote these new enterprises to participate in the market competition of the conventional automobile industry and then strengthen their market competitiveness and achieve long-term stable development.Based on the competitive strategy theory(cost leadership strategy,differentiation strategy,and focus strategy),this paper selects NIO New Energy Vehicle Company as the research objectives,which was established in 2014 but has considerable influence in the field of new energy vehicles.This paper expounds the development background of the new energy vehicle industry,analyzes the basic situation of NIO’s new energy vehicles,organize the development history of NIO’s new energy vehicles,and summarizes the problems existing in the implementation of NIO’s new energy vehicle competition strategy.Secondly,use the PEST tool to analyze the macro environment of company,while using the Porter’s Five Forces Modelmodel to sort out the industry competition environment and major competitors.Then,according to the basic situation of NIO new energy vehicles,combined with the actual situation,analyze its value chain,resources and benchmarking,and comprehensively understand its internal competition.Finally,the strategic choices of NIO’s detailed analysis of new energy carsSWOFT,and the strategic planning matrix of NIO’s new energy vehicles is formulated based on the strategic positioning of NIO’s new energy vehicles,so as to make the competitive strategic choices of NIO’s new energy vehicles.And formulate a strategy implementation plan,ensure the operation of the plan,put forward a strategy implementation guarantee from the aspects of increasing network marketing,expanding product coverage and enhancing product technology.Through the above research,it not only proposes a better competitive strategic plan for NIO to adapt to market competition,but also provides development guidance ideas for other auto brands in the industry.