Research On New Energy Vehicle Project Development Strategy Of Company YQ

China’s auto market saw a recovery in 2021,with production of 26.082 million units,down 3.4% from the same period in 2018.Among them,4.674 million units units were sold,down 10.7 percent respectively compared with the same period last year.In recent years,with the fading of policy dividend,China’s automobile industry will usher in a period of adjustment,where "opportunities" and "threat" coexist.China’s automobile market has a broad space for development.On the one hand,the increase of infrastructure investment,the change of foreign consumption cycle,technological innovation and the vigorous development of new energy vehicles provide a broad space for the development of China’s automobile market.With the rapid development of the "new four modernizations" technology,the era of continuous sales growth has been the history of automobile manufacturers.Therefore,automobile manufacturers should make breakthroughs in the core technology fields such as energy conservation and emission reduction,intelligent driving,digital network,new energy and so on.At the same time,due to the influence of the above objective factors,the production of enterprises in the operation and production of investment greatly increased.In this external environment,the competition among automobile manufacturers is becoming increasingly fierce.In the limited market,the research and development and launch of new models are the inevitable choice for major manufacturers to compete for market share.With the emergence of concepts such as Internet of Things cars,shared cars,intelligent driving cars and so on,new energy vehicle products such as new value source vehicles are becoming more and more advanced and integrated in technology.Therefore,the research and development strategy of new models is closely related to the future development of the company.This paper uses the method of enterprise strategic management analysis,aiming at the external environment challenges and internal resource constraints of Company YQ,analyzes the current product research and development status of Company YQ,and points out the problems existing in the current automobile research and development work.On this basis,this paper adopts the methods of market environment analysis,Michael Porter five power model analysis,competitor analysis and internal and external conditions analysis to analyze the impact on the development of new models of Company YQ from the perspectives of policies,regulations,market demand,customer tendency,competitors and so on.Then,using SOWP model,we systematically analyze the advantages and disadvantages,opportunities and challenges in the development of existing models of Company YQ,which lays YQ foundation for the development strategy of new models in the future.Through the analysis of the existing new model development strategy of Company YQ,the new car model development strategy of Company YQ is proposed,and the future development direction,development method and talent accumulation of Company YQ are introduced in detail.On this basis,this paper discusses the development strategy of the new model of the YQ company.