| Title: | A Study of the Competitive Strategy of BYD’s New Energy Vehicle Business |
| Author: | Ning Junyu |
| Advisor: | Dr. Liao Zhigao |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2567 (2024) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 16th National and International Academic Conference 2023 “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 Oct. – 1 Nov. 2023, pp.709-723 Click PDF |
Abstract
Although BYD Company holds the largest market share in China’s new energy vehicle industry, the overall low selling price of BYD’s new energy vehicles at this stage has led to a low overall profit margin for the company. With the decrease in subsidies and support policies for the new energy vehicle industry by the Chinese government, the policy dividend has decreased, and the profitability of BYD’s new energy vehicle business has gradually weakened. The research objectives of this study ware: 1) To examine the current competitive strategy of BYD’s new energy vehicles and 2) To propose a basic competitive strategy suitable for BYD new energy vehicles based on Porter’s Five Forces model and the SWOT analysis.
Based on Porter’s basic competitive strategy theory, this study took BYD’s new energy vehicles as the research subject. This study adopted the documentary research method to study the current competitive strategy of BYD’s new energy vehicles.
Through documentary research, this study found that: 1) Through the analysis of Porter’s Five Forces model of BYD new energy vehicles, BYD company faces a more significant source of competition from industry competitors and potential entrants. 2) Based on BYD Company’s current advantages in the industry and future development directions that need to be strengthened, BYD’s current competitive strategy is insufficient to face the fierce competition environment in the new energy vehicle industry. BYD’s basic competitive strategy recommendation is to choose cost leadership strategy and differentiation strategy.
Keywords: BYD’s new energy vehicles, competitive strategy, Porter’s Five Forces Model
6517195001 Ning Junyu, Advisor: Dr. Liao Zhigao, สารนิพนธ์ (Independent Study), A Study of the Competitive Strategy of BYD’s New Energy Vehicle Business, นำเสนอในที่ประชุมวิชาการ (Conference), digital transformation, bankiThe 16th National and International Academic Conference 2023, Online Conferenceng, Porter’s Diamond Model, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
