| For the sake of getting rid of the predicament of energy crisis and environmental pollution and make the healthy and upward development of China’s economy come true,the automobile industry,as an important support point for the national economy,the transformation is urgent.Since the early 21 st century,China proposed the strategic planning of new energy vehicles,to 2012,China established an important strategy of taking electric drive as the transformation of the automobile industry and the development direction of new energy vehicles.Up to now,the competition degree of China’s new energy vehicle market has tended to be the red sea.S new energy automobile company as a time just 10 years of new energy automobile independent private enterprises,bold in the wave of competition and information communication technology head H company to carry out the depth of cross-border fusion,with very different from traditional car brand management philosophy and launch product excellent quality,make the national people and even the international market saw the Chinese independent automobile brand good strength.However,how to stabilize the foundation,constantly improve the competitive strength,and then achieve the comprehensive surpassing of the traditional automobile power brand,has become an urgent problem to be considered by S new energy vehicle company.In this paper from the S new energy automobile company of new energy industry macro environment,industry competition environment and the internal resources and ability,through PEST analysis model,port five force model,core ability analysis,summarize the opportunities and threats in the external environment of enterprises,and the advantages and disadvantages of internal resources,and through the SWOT matrix analysis,clear the S new energy automobile company current possible alternative strategic combination,and through the QSPM matrix of four alternative competitive strategy score,contrast determine differentiated competitive strategy as the company’s best strategic choice.Finally,the author puts forward the proposed direction of S new energy vehicle company to implement the differentiation strategy,and specifically implement the differentiation strategy from four aspects: automobile product differentiation,intelligent manufacturing differentiation,technology research and development differentiation,and brand marketing differentiation.At the same time,put forward the company should improve organization ability guarantee,strengthen human resources,improve incentive system guarantee,perfect risk management,strengthen enterprise culture guarantee,practical escort for the smooth implementation of differentiation strategy,in order to S new energy automobile company can grasp the rare opportunity in the fierce industry competition,rapidly promote core competitiveness,promote the development of the enterprise high quality and stable,more likely to achieve new energy independent car brand business success. |
