| dc.description.abstract | At present, the world is facing increasingly serious air pollution problems, extreme weather and global warming. Therefore, advanced countries in the world have successively listed reducing carbon emissions from transportation vehicles as their future development goals. At the end of 2017, the government also announced that it would gradually achieve the policy goal of full electrification of passenger transportation (buses) by 2030, and put forward relevant subsidy plans and programs, which have driven the long-silent domestic electric bus industry to develop, and also attracted new bus industries and related supply chain industries to join. The trend of electrification of domestic buses has become clearer, and the market has entered the growth period. In the face of a small-scale domestic market and fierce competition, limited supply chain sources and new competitors appearing one after another, market strategies are proposed as a reference for future enterprises to develop in the industry.
Taking the current situation of the case company as an example, this study collects secondary data and utilizes actual observation of the current industry environment while using the case study method. The study analyzes the case company and the domestic electric bus industry as well as the overall market environment of the case company. According to the evolution of the case company, its sales performance and the core technology it has, the study carries out internal analysis to understand the resources and capabilities of the case company. It further gives an overview and explains the current development of electric bus products by analyzing the product types, power types, and product structure of electric buses. It uses the Porter five force analysis model to conduct external analysis of the current situation of the domestic electric bus industry and government policies to understand the opportunities and threats brought by the external environment.
After understanding the internal and external conditions of the case company, the SWOT analysis model is used to carry out an overall analysis of the opportunities and threats from the external environment, as well as the advantages and disadvantages within the enterprise, to obtain better market and operation strategies, which are the focus of this study. The research finally proposes short-term and medium-term strategies, as well as long term development suggestions. The discussion puts forward long-term suggestions for three aspects, such as the market, products, and policies. It is hoped that this research and analysis can be utilized as a reference for bus manufacturers of comparable scale as the case company when developing business strategy. | en_US |