Author(s)

Beixian Gu, Rui Gao, Yutong Sun

Corresponding Author

Yutong Sun

ABSTRACT

This paper comprehensively and systematically analyzes the strategic environment of NIO Company-the first Chinese electric vehicle company listed in the United States. And it provides some strategies by using the SWOT methodology that contains the analysis of strengths and weaknesses and the opportunities and threats from the electric vehicle industry under the background of the Chinese government's vigorous promotion of electric vehicles. According to the analysis of the internal strengths and weaknesses of NIO Company, this paper concludes that NIO Company has a competitive sale approach that customers could experience the purchase process directly. Although NIO is a high-end electric vehicle company in this industry, its battery life technology still requires a lot of investment in research and development compared to the core technologies from companies in Japan and the United States. From the analysis of external factors, this paper concludes that after nearly 20 years of preferential policies and dynamic promotion by the Chinese government, the supply chain of the electric vehicle industry is complete. Thus, NIO Company is in a period of robust development in the industry, but this phenomenon also means that NIO Company has many strong competitors. Therefore, this paper combines these internal and external factors to provide NIO Company with several strategies. First of all, NIO commercial department could attract public attention to advertise NIO Company as the first company listed in the United States. Secondly, NIO Company should identify the target customer group as young people who prefer cars with beautiful appearance and as people who live in a metropolis that has broad infrastructures of electric vehicles. Finally, NIO Company needs to make good use of the advantages of the measures which provide electric vehicle enterprises with technical funding to increase investment in technology research and development and master the core technology as soon as possible.

KEYWORDS

Electric vehicles, NIO, strategic environment, SWOT, strategy