The Influencing Factors of the Competitive Advantage of Wuling Hongguang Automobile in the New Energy Vehicle Market

Abstract

This study examined the factors influencing the competitive advantage of Wuling Hongguang Automobile in the new energy vehicle market. It constructed a structural model of the influencing factors of market competitive advantage and validated the research hypotheses and the model. Based on Resource-Based View (RBV) and Disruptive Innovation Theory, the study examined the impacts of cost-effectiveness advantage, precise market positioning, policy adaptability innovation, and service network coverage on market competitive advantage, and proposed targeted strategic suggestions. This research adopted a quantitative research method, distributing 400 questionnaires and obtaining 345 valid ones, with an effective rate of 86.25%. The research results indicate that cost-effectiveness advantage, precise market positioning, policy adaptability innovation, and service network coverage all have significant impacts on market competitive advantage. Based on the results, this study puts forward strategic suggestions to enhance the market competitive advantage of Wuling Hongguang Automobile: (1) Strengthen cost-effectiveness advantage; (2) Optimize precise market positioning; (3) Strengthen policy adaptability and innovation; (4) Improve service network coverage.

Keywords: Resource-Based View, Disruptive Innovation Theory, Wuling Hongguang Automobile, new energy vehicle, competitive advantage

6417195052, Lu Qinghe, Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Influencing Factors of the Competitive Advantage of Wuling Hongguang Automobile in the New Energy Vehicle Market, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย