The Research about Market Development Strategy of BYD Electric Bus
|School||Shanghai Jiaotong University|
|Keywords||BYD five forces model General strategy Pureelectric bus SWOT analysis Product strategy price strategy channelstrategy|
This paper studies competitive strategy of BYD electric bus K9,speclizing in product strategy, price strategy and marketing strategy。According to Michael Potter’s competitive strategy,Based onThe five forces model, This paper combines the normative and empirical research method,adopting comparative analysis, SWOT analysis, the general strategy, marketing mix theory toolsThe research is from macroscopical and theory to microcosmic and practice. Based on this, this paper is structured as follows:The first chapter mainly introduced Michael Potter’s five forces model theory, and the three general strategies of enterprise competitive strategy and the relationship of the five forces model and the general strategic. The second chapter mainly analysis the electric bus market exterior macroscopical environment,focusing on public transportation market demand trends, social environment and policy environment. The third chapter mainly analysis BYD electric bus competitive ability.according to Potter’s five-force model. The five aspects of the five force model are the competitor, buyers bargaining power, sellers bargaining power, the threat of substitutes,and the potential entrants threat.The fourth chapter mainly analysis the market developing strategy of BYD electric bus,specializing in the analysis of product strategy, price strategy and marketing channel strategy,and proposing:adhere to the strategy of product differentiation, a premium price strategy, marketing channels mainly supplement merger and acquisition.