Research On The Competitive Strategy For Guangzhou Xiaopeng Automobile Technology Company Limited

With the continuous growth of national income and the continuous improvement of China’s manufacturing level,the production and sales volume of new energy vehicles in China have been growing rapidly in the past decade,and the penetration rate has been increasing continuously.The new energy automobile industry has already entered the growth stage from the toddler stage,and the space for upward development is still huge.In order to encourage the healthy development of the new energy industry,the government has introduced a number of stimulus policies from the research and development end to the market end,which has greatly promoted the technological development of Oems and suppliers.Benefiting from this,the new energy vehicle market has emerged a development trend of a hundred schools of thought contending and a hundred flowers blooming.Some technology companies and real estate companies have also joined them,which are known as new power enterprises in car making.Guangzhou Xiaopeng Automobile Technology Co.,Ltd.is one of the new force enterprises,founded in 2014,the main business is pure electric vehicle research and development,manufacturing and marketing,after eight years of development,the company has more than 15,000 employees,focusing on autonomous driving,intelligent cabin and other technology research and development,intelligent industry leading.Compared with traditional auto enterprises,Xiaopeng Automobile still has weaknesses in brand,assets,technology,industrial chain and other aspects.Facing fierce competition from multinational manufacturers and domestic self-owned brands and other competitors,Xiaopeng Automobile still faces relatively big risks and challenges.Therefore,Xiaopeng Automobile must combine the external environment and its own development characteristics,formulate appropriate competitive strategy,enhance the core competitiveness,in order to survive and develop in the fierce competition.This article first describes the company overview and product information of Xiaopeng Automobile,analyzes its development status and points out the main problems,such as corporate profit difficulties,continuous expansion of losses,inaccurate product positioning,insufficient product differentiation,sales continue to fall,and analyzes the causes of the problems.Secondly,PEST model and five forces model are used to analyze the external macro environment and industry environment of the company,as well as the internal resources and capabilities of the company.SWOT model is used to list the opportunities,threats,strengths and weaknesses of the company in various aspects in the form of an analysis table,and the analysis concludes that the company should choose the direction of growth strategy.Through the analysis of the company’s strategic objectives and development characteristics,it is concluded that the company should choose differentiation competition strategy by using QSPM matrix analysis,and the specific implementation route is technology differentiation,product differentiation and service differentiation.Differentiation strategy defines the strategic objectives and measures of Xiaopeng Automobile.The next step is to provide the foundation and guarantee through organizational structure adjustment,resource integration and corporate culture construction,further consolidate and expand the differentiation advantages of Xiaopeng products,and finally achieve the purpose of improving the company’s core competitiveness.