1. Production plan
1.1 Customer Segmentation客户细分
Baidu uses the external attribute of organizational ownership to subdivide customers. For the initial stage of development, Baidu will cooperate with the government to sell products to the government so that they can be used in government-controlled areas. For example, as a shuttle bus for tourist attractions.
1.2 Value Proposition价值主张
Baidu combines automation technology with 5g technology to provide customers with a 5g-based driverless bus 5g driverless cars can first reduce staff costs for governments and large companies. For example, the use of unmanned vehicles in scenic areas not only solves the shortage of personnel in the scenic areas, but also reduces the cost of human resources. At the same time, when the driverless bus is applied to an individual user, it will meet the daily needs of the user, such as reducing the time spent on driving.
1.3 Key Resources关键资源
For the good relationship contact，as the largest Chinese search engine and website in the world, Baidu has already carried many soft resources and networks, and has entered the public's field of vision in different forms. As a core information source, Baidu can analyze the data of the problems that users pay attention to, and apply it to the development of unmanned driving technology. When entering the market, there is enough competitiveness to compete with competitors. From a propaganda point of view, Baidu browser is a huge publicity media. In the subsequent research and development process, Baidu can cooperate with other companies with interests to improve the completion of technology with a good corporate image.
1.4 Cost Structure 成本结构
Baidu's cost structure has five main parts. The first part is the basic cost, which is energy consumption and infrastructure consumption. The second part is the cost of human resources, which is the salary and welfare expenses provided by Baidu's entire department for all staff. The third part is research and development costs, such as the cost of purchasing patented technology during the study and the experimental cost of the sample. The fourth part is the cost of raw materials, such as parts purchased at the time of car making are part of the cost of raw materials. When the car is produced but not purchased, the fifth part of the cost, that is, the storage cost.
2. Environment and industrial analysis
2,1 Technological environment
Technological development is the basis of autonomous cars. The current autonomous cars can work under the help of long-range radar, laser scan, cameras, short or medium-range radar and ultrasound (Giarratana 2016). Every context plays an important role in autonomous cars. For example, radar is used to range. It helps vehicles to detect all the obstacles around them and figure out how far they are. Cameras enable autonomous cars to recognize traffic lights, traffic signs, lane lines and other obstacles on the road. In recent years, many other contexts and technologies including adaptive cruise control technology, automated highway driving assistant and automated park assist technology are developed in order to increase the quality of autonomous vehicles. Additionally, a lot of countries make effort to promote the application of 5G technology. All technologies and contexts mentioned has been being optimized and be good for the development of autonomous vehicles with 5G.#p#分页标题#e#
2.2 Competitive rivalry
Today, as autonomous vehicles received great attention from the whole society, an increasing number of companies such as Google, Tesla, GM and so on decide to enter in the autonomous vehicle industry. Google is one of the most important company and it is now leading the whole industry. Google has make effort in the industry for over ten years and promoted the autonomous named Waymo in 2016 (Davies 2016). It has broken autonomous vehicles technical fortress. It has conduct testing in California for more than nine miles and has achieved a great success (Dykewicz 2018). Although many traditional vehicle companies have entered in the industry, most of other firms except from Google is doing a research in the industry which means that they have not produced autonomous cars and conducting test on the road. Many companies in the industry do not have a mature technology. That is, the competition in the industry is not fierce.
2.3 Risk of entry by potential competitors
Since various governments put emphasis on autonomous, many companies from all over the world are willing to enter in the field. However, many factors impede potential competitors enter in this field. The first one is the strict technical requirements. The research and development and manufacturing of autonomous vehicles need high technical content. Consumers who purchase autonomous vehicles care more about configuration and safety. Therefore, potential competitors cannot manufacture autonomous cars with poor technology. The second element is cost of investment. When a company which enters the autonomous industry must invest huge amount of fund which is used for factory construction, technology research and development, service recruitment and training, advertising and so on. Only under the help of enough fund, can autonomous be produced successfully. In fact, most of new entrants do not have enough financial resources. This may be another barriers for potential competitors to enter the industry.
2.4 Power of suppliers
Having recognized the fierce competition in the vehicle industry, many autonomous vehicle companies have strengthened its cooperation with suppliers in recent years to own a strong position in the market. The tight relationship with suppliers helps autonomous vehicle companies to achieve high production efficiency and generate a large procurement network. Suppliers have weak power of bargaining because autonomous vehicle companies have many suppliers from all over the world and they sell autonomous cars to the world and always have huge numbers of orders which will bring lots of profits to suppliers. As a result, fierce competition may exist among suppliers and autonomous vehicle companies can negotiate with suppliers with appropriate prices. Therefore, the bargaining power of suppliers may be weak.#p#分页标题#e#
2.5 Political Environment
The autonomous vehicle technology has developed rapidly in recent years. Many developed countries have revised the related laws and regulations in the industry in order to support enterprises to conduct research and development and test of autonomous cars. In general, western countries have gradually recognized the legal status of autonomous vehicles in legal principles. In addition, Chinese government also decides to put forward policies to support autonomous vehicle technology. Chow (2018) points out that Chinese government regulates that by 2020 half of new cars sold must have full or partial autonomous functions. In 2017, Beijing government promotes policies to allow autonomous vehicles to be driven on the city’s road after they pass the test in a closed zone. Influenced by Beijing government, an increasing of local government will release policies about autonomous vehicles policies, which may be beneficial for the development of autonomous vehicles.
3. Assessment of Risk
unmanned driving technology is still in development, the key technical difficulties and bottlenecks have not been completely solved, and technical safety is still a huge problem. One of them is the system failure caused by temporary network interruption, which leads to the risk of traffic accidents. For these technological risks, the most important thing for enterprises is to strengthen technological research and development, and strive to break through the bottleneck of technology.