Research On The Development Strategy Of The New Energy Heavy Truck In FAW JIEFANG Automotive CO.,LTD.

China has set clear targets of "carbon peak" by 2030 and "carbon neutrality" by2060,which has made low-carbon development in the transportation sector an important trend.Heavy-duty trucks(HDTs)account for only 3% of the total vehicle fleet,but their carbon dioxide emissions make up 47% of the total emissions in the transportation sector,making them the biggest obstacle to achieving the "dual carbon" goal.Therefore,HDTs need to accelerate their transition to new energy sources to replace traditional diesel-powered vehicles with zero emissions and help achieve China’s "dual carbon" target by 3060.It is expected that the sales of new energy HDTs will reach 180,000 units by 2030.New energy HDTs mainly consist of three types: charging,swapping,and hydrogen fuel cell.The core technologies involved include battery manufacturing,charging equipment,swapping equipment,hydrogen fuel cell manufacturing,refueling equipment,hydrogen storage equipment,motor,and electronic control technology.In this context,traditional HDT manufacturers need to formulate development strategies,identify strategic control points in the new era,focus on mastering core technologies,and seize new profit points in order to continue to maintain their leading position in the industry in the new energy era.FAW Jiefang is a company that focuses on HDTs,with steady sales ranking among the industry leaders in recent years.However,the company has performed poorly in the new energy HDT market and needs to accelerate its transition to new energy sources.This article studies the development strategy of FAW Jiefang’s new energy HDTs.Through methods such as literature analysis,quantitative analysis,and case studies,the problems and reasons for the company’s existence in production,research and development,marketing,and human resources are analyzed.Using the PEST analysis tool,the company’s external environment is analyzed from four aspects: political,economic,socio-cultural,and technological.The Porter’s Five Forces model is used to analyze the overall industry and competitors to understand the opportunities and threats faced by the company.From the perspective of resources and capabilities,the company’s strengths and weaknesses are analyzed in terms of human resources,finance,raw materials,production,marketing,and research and development.By matching the SWOT analysis matrix and the QSPM matrix,the company should implement the WO turnaround strategy.Finally,the article clarifies the company’s development strategy planning from aspects such as strategic positioning and objectives,strategic formulation and selection.Specific strategic implementation measures are proposed to strengthen research and development capabilities,establish brand image,and create a business model.In addition,a series of organizational,capital operation,and human resources measures are proposed to ensure the implementation of the strategy.