Research On Strategic Cost Management Of New Energy Vehicle Enterprises Based On Thornker Model

The situation of climate,environment,resources and other issues closely related to mankind is becoming increasingly severe.For the sustainable development of human society,all countries in the world devote themselves to exploring the path of green,harmonious,economical and scientific development.Under this background,the newenergy automobile industry has been pushed onto the historical stage,and all countries compete to layout the research of green energy transportation.To help solve major problems that threaten the survival of mankind.China attaches great importance to the development of the new energy automobile industry,continues to introduce industrial development support policies,and accelerates the development and marketization of the new energy automobile industry.The traditional automobile industry is being overturned by the new energy automobile industry,which has the characteristics of electrization,networking,intellectualization and sharing.As the market prospect of new energy automobile becomes more and more clear,The huge development potential is seen by more people,many enterprises are actively invested in the research and development and production of new energy vehicles,which makes the market competition more and more fierce.If the existing enterprises in the industry want to maintain and obtain lasting competitive advantages,it is bound to use more comprehensive management means.After reading a large number of literatures by literature research method,this paper summarizes and reviews relevant theories of strategic cost management,selects BYD Company,a representative enterprise in the domestic new energy automobile industry,as the case company,introduces the general situation of the enterprise development,and analyzes and studies BYD Company’s strategic cost management by using Sanke model’s three tools of strategic cost management,including: Use the strategic positioning analysis tool PEST model to analyze the macro environment of the enterprise,use the SWOT model to comb the internal strengths and weaknesses and external opportunities and threats of the enterprise,use the value chain analysis model to analyze the value chain of the enterprise’s internal,industry and competitors,and analyze its specific situation in the internal basic and auxiliary activities and industrial chain.Tesla and Nexte V were selected as comparative companies to analyze the value chain of competitors,and the strategic cost driver analysis tool was used to analyze their structural and execution cost drivers.The analysis found that BYD currently has problems such as high degree of industrial chain integration,poor brand premium ability,unreasonable employee salary system and low research and development efforts,and proposed measures to optimize the industrial chain,improve the brand image,improve the salary system and promotion mechanism,and increase the investment in research and development.Cost management is crucial to enterprise development,and effective cost management can help enterprises gain long-term competitive advantages.Through analysis,this paper identifies problems and puts forward suggestions,hoping to help BYD better optimize its cost management to help its rapid development in the new energy vehicle industry,and also hopes to provide some reference for other companies in the industry.Also enrich our country in the field of strategic cost management research.