The Competitive Strategy Researching&Proposal for the Automotive Business of BYD

Due to the booming of the automotive industry, series of energy-lacking and environment protecting problems come up, the New-Energy vehicle development will be included in the importance of schedule by each government. Not only as the rising star and the leader in the New-energy automotive industry, but also as the local traditional vehicle maker, with the company philosophy "Technology and innovation come first", BYD still making it’s dreams come true. However the competitions becoming more and more intense, after series of problems showing up, how to develop and survive are becoming the first priority of BYD.This thesis was started from the tendency of New-Energy technology and the situation of vehicle makers, introduced the background of BYD, by using the SWOT analytical method, objectively analyzed the strategic environment of the BYD’s automotive business in a macro and micro perspectives, after analyzing the strengths,weaknesses, opportunities and treats of this company, according to the problems they met provided the improvement proposals for their Core-strategy Promoting-strategy Organization-structure and Quality-system. The writer sincerely hoping BYD could overcome these problems and become the true leader in the worldwide, in the meantime hoping this thesis will be useful for the strategic researching by other vehicle makers.