Research On The Competitive Strategy Of M Enterprises In New Energy Battery Industry

In the context of environmental pollution,the state has introduced a series of supportive policies to promote the booming development of new-energy battery related industries.At present,the global competition pattern of the battery industry is faced with China,Japan and South Korea.The situation of Ningde Times competing with BYD has been formed in China.The two companies occupy more than 70% of the market share,and the enterprises such as Guoxuanke,Lichen and Zhongchuang Singapore Airlines are also catching up.It is the key to the development of new energy battery enterprises to formulate development strategies in line with their own actual and internal needs to guide the development of enterprises and maintain advantages in the fierce competition.The research object of this paper is M Company,which is mainly engaged in lithium-ion power batteries and energy storage batteries,and is one of the earliest battery enterprises established in China.It has accumulated 20 years of technology and capital,and its products cover passenger vehicles,commercial vehicles and energy storage.However,it is faced with low utilization rate of production line,high manufacturing cost and meagre profit.Problems such as slow product replacement and easy to be eliminated by the market have caused the company to gradually lose its pioneering advantage and be overtaken by the later established companies in the development of more than 20 years.In order to promote the healthy development of M company,this paper analyzes the current situation of the company and puts forward corresponding suggestions,hoping to find a competitive strategy that can promote the stable operation and healthy development of the enterprise.This paper firstly analyzes the general situation of M company,determines the current strategy and status quo of the company through in-depth interviews,analyzes the company,and then analyzes the macro-environment and industry environment of the new energy battery industry by using PEST analysis method and Porter’s five forces competition model.SWOT analysis is used to summarize the current resources and capabilities of M company,as well as the opportunities and threats it faces.Through interviews with senior executives and middle managers of the company,the key factors affecting the development of the company were determined,and the IEF matrix,EFE matrix and QSPM matrix were used to conclude that the company should adopt differentiated competitive strategy first.Furthermore,it puts forward three measures of product differentiation,target market differentiation and service differentiation to ensure the implementation of differentiation strategy,and guarantees the implementation of differentiation strategy from four aspects of improving research and development ability,focusing on talent team construction,doing a good job in integrated marketing and improving quality control,so as to expand the competitive advantage of M company and enable it to obtain the power of sustainable development.Increase corporate profits.