Research On Differentiated Competitive Strategy Of XP Automobile Company

The new energy vehicle industry has developed in China for nearly ten years.The achievements of this industry are remarkable,and there is still more room for development in the future.As one of China’s strategic resources,the government has also issued a number of policies to stimulate new energy,which almost include the life cycle of new energy vehicles.Nowadays,some Internet giants and listed real estate companies have also actively joined the ranks of new energy car making,known as the new power of car making.XP automobile company was founded in 2015,the company is committed to the production of new energy electric vehicles in line with the reality of our country.The company has a self-driving system independently developed by the whole stack,covering brand charging stations in more than 300 cities across the country.After several years of development,the company now has more than 6000 employees,with R&D employees accounting for 40%.However,compared with other companies in the same industry,the company has smaller assets,insufficient delivery room,does not reach large-scale production,,and the brand effect has not been formed.The competition in the new energy vehicle industry is becoming increasingly fierce,and what kind of development strategy should XP new energy vehicle company adopt in order to stand out from the competition?This paper introduces the theory of differentiated competitive strategy into XP company,and the theory has been applied in practice.Using the single case analysis method,this paper determines that the company should implement the differentiation competitive strategy through analyze the current situation of the company,providing reference for the development and strategic choice of the company.Starting with the introduction of the macro environment,industry environment and internal resources of XP new energy vehicle company,and through the analysis of pest,five forces model and the SWOT analysis,this paper finds out the opportunities and threats faced by the company in the new energy vehicle industry,as well as its own advantages and disadvantages.After that,this paper clarify the strategic combination that XP new energy vehicle company may adopt in the face of the market,and finally choose the differentiated competitive strategy according to its own advantages and the current situation of the market competition.The specific direction is:product differentiation;Differentiation of brand image;Service differentiation and so on.Finally,in order to ensure the effective implementation of differentiated competition strategy,this paper puts forward some specific suggestions in terms of products,corporate culture and structure.