【作者】 罗茜；

【导师】 曹平；

【作者基本信息】 广西大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 能源危机和环境污染是全球共同面对的生存挑战,当今世界经济快速发展,人口急剧增加,各种能源的消耗也越来越大。因此,能源和环境问题已经严重影响着人类的生存和发展。全球各国为解决本国的能源短缺及其造成的严重污染,都在探索使用新能源。在交通能源领域,一方面各国提高现有汽油、柴油的使用标准,减少尾气排放对环境的污染；另一方面,出台了一系列的法律、法规、地方条例,积极鼓励消费者使用纯电动、混合动力、氢能源等新的清洁能源汽车。同时,国家和地方政府也给予大量的财政补贴和制定多种多样的优惠政策,以刺激新能源汽车市场的快速发展。在这样的背景和形势下,新能源汽车特别是电动汽车行业面临着爆发式增长的历史机遇,本文试图通过对南宁同时也是广西唯一一家生产纯电动汽车企业广西森宝电动汽车制造有限公司进行深入的分析。本文首先分析了公司的外部环境与内部环境。其中外部环境主要包括宏观环境分析与产业环境分析以及主要竞争对手分析。内部环境主要包括企业资源、企业核心竞争力、企业竞争优势、劣势分析等。其次,给出了公司新能源汽车的发展战略选择与战略规划。在外部环境与内部环境分析的基础上,建立SWOT矩阵,给出了森宝发展新能源汽车的公司使命,确立了公司战略目标,为公司新能源汽车制定总体战略和竞争战略。最后,为公司新能源汽车发展战略制定了实施保障措施,在企业品牌建设、技术改造、提升品质、人才工程与市场营销、加强战略合作等方面提出了建议。本文通过对新能源汽车产业环境的分析并结合企业实际情况对企业现有战略进行研究。并对企业在战略实施中存在的困难给出适合的解决方案。论文需要解决的问题有：1、公司如何构建一个电动汽车产业园体系以及企业规划是否可行；2、公司在逐步建立电动汽车产业园过程中存在困难与未来前景；3、公司通过采取哪些方式确保战略在技术、资金、人才等方面的可行性；4、公司如何争取到国家和本地在政策上的倾斜和经济上的补贴。更多还原

【Abstract】 Energy crisis and environmental pollution are to survive the challenges of global common face in today’s world of rapid economic development, the rapid increase of population, a variety of energy consumption is also growing. Therefore, energy and environmental issues have a serious impact on human survival and development.In response to the global energy and environmental issues, the world’s major countries and regions actively pursuing transportation energy measure, through laws, special action plans to encourage the development of a variety of new energy vehicle technology, and by enacting a variety of preferential policies to encourage measures accelerate market promotion of new energy vehicles. The State Council issued the "automobile industry restructuring and revitalization plan" as well as coping with the international financial crisis and technological support measures, regard the development of energy-saving and new energy vehicles placed in a very prominent position. The implementation of new energy vehicles strategy and actively develop new automotive energy-saving technologies, to promote the use of energy-saving and new energy vehicles, to promote the automobile industry restructuring and upgrading of industrial technology, energy-saving and new energy vehicles to form a strategic industry as soon as possible, China’s automobile industry is already facing major strategic choice for future development. Under this background, new energy vehicles, especially electric car industry is facing to achieve explosive growth of the historical opportunity, this article attempts to Nanning, Guangxi is also the only company in the production of pure electric car company in Guangxi Electric Vehicle Manufacturing Co. SUMPO depth analysis.This paper analyzes the company’s external environment and internal environment. Wherein the external environment is primarily environmental analysis of industry sector and major competitor analysis. Internal environment including business resources, enterprise core competitiveness, competitive strengths, weaknesses analysis. Secondly, given the development of the company’s strategic choices and strategic planning of new energy vehicles. On the basis of the external environment and internal environment analysis, establish SWOT matrix, given the company’s mission of the development of new energy vehicles, established the company’s strategic objectives, Developing an overall strategy and competitive strategy for the company’s new energy vehicles. Finally, for the company’s new energy vehicle development strategy formulated to implement safeguards in the corporate culture and brand building, technological innovation, improve quality, engineering talent and marketing, strengthen strategic cooperation and other aspects of the proposal.Through the analysis of the new energy automotive industry environment and combined with the actual situation on the company’s existing strategic research. Difficulties in the implementation of the strategy and business exist given the right solution. Papers need to be addressed are:1、the company how to build an electric car industry park system and the business plan is feasible.2、there are difficulties with the company’s future prospects in the gradual establishment of the electric vehicle industry park process.3、how the company to secure state and local government slant and economic subsidies on policy.更多还原