【作者】 刘斌；

【导师】 马涛；

【作者基本信息】 哈尔滨工业大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 自2009年起,深圳市推出多项政策支持新能源汽车推广和充电桩建设,充电桩行业经历了近10年的快速发展。2018年下半年,充电桩生产与运营业务步入发展瓶颈期。首先,充电桩生产业务经营困难。其次,充电桩运营业务盈利模式单一。然而政府降低充电站运营资质门槛后导致大量企业进入运营领域参与竞争,进一步压缩了运营业务利润空间。充电桩生产与运营为上下游关系,上游生产业务竞争激烈,下游运营竞争持续加剧,从而使得充电桩研发创新、产品质量、设备运营维护、站内配套服务等竞争力诸多方面存在短板。如何在上述众多问题分析中聚焦到关键问题,并且在现有内部、外部条件下提高CL公司充电桩业务竞争力成为了本文研究的主题。论文采用了实地走访、数据分析、专家沟通等方式收集资料。借助PEST方法工具对充电桩业务竞争力所处的宏观环境进行了分析,识别有利条件与不利条件。论文运用了迈克尔·波特行业结构分析法对充电桩生产业务面临的五种竞争力量进行分析,得出重点供应商管理与大客户议价等存在短板。论文也运用了价值链分析工具针对充电桩运营的价值链主要活动和辅助活动进行分析,聚焦充电站土地使用产权不清晰等影响运营竞争力问题。最后,使用了SWOT分析工具对充电桩运营业务的竞争力优劣势、机遇与威胁进行排列组合,得出竞争力提升对策。根据论文宏观环境、行业结构、运营价值链、SWOT工具的分析结论,要提高CL公司的充电桩业务竞争力,首先从生产环节业务角度,应制定并落实供应商绩效考核与采购管控办法、产品创新规划、制造工艺流程标准化等相关规范。其次,针对充电桩运营业务,应该制定充电站投资决策机制、成本管控手段、标准化运营管理等一系列制度并且大力宣贯和确保制度的执行落地,而且不断完善制度以防范风险和漏洞,提高充电桩业务的核心能力建设以提高其业务竞争力。最后,不仅CL公司实现了充电桩业务自身的经济价值,又促进新能源汽车充电行业的发展。更多还原

【Abstract】 Since 2009,Shenzhen has launched a number of policies to support the promotion of new energy vehicles and the construction of charging piles.Now the production and operation of charging piles entered a bottleneck period of development.First of all,The charging pile production business is difficult to operate.Secondly,the profit model of charging pile operation business is single.However,after the government lower the qualification threshold for charging station operation,a large number of enterprises participate in competition.The production and operation of charging piles are upstream and downstream respectively,and intensified competition has caused shortcomings in many aspects of competitiveness such as charging pile R&D and innovation,product quality,equipment operation and maintenance,and in-station supporting services.How to focus on the key issues in the analysis of many of the above problems,and to improve the competitiveness of CL’s charging pile business under the existing internal and external conditions has become the subject of this paper.The author uses field visits,data analysis,expert communication and other methods to collect information,and concludes that there are shortcomings in the management of key suppliers and the bargaining of major customers.The author also focus on the problems that affect the competitiveness of operation such as the unclear land property of charging stations.Finally,draw up countermeasures to improve competitiveness.According to the analysis conclusions from the macro environment,industry structure,operation value chain,and SWOT tools.To improve the competitiveness of CL’s charging pile business,first of all,from the perspective of the production stage business,relevant specifications such as supplier performance evaluation and punishment measures,product innovation planning,and manufacturing process standardization should be formulated and implemented.Secondly,for the charging pile operation business,a series of systems such as the charging station investment decision-making process should be formulated.We should vigorously publicize and ensure the implementation of these systems.And we should also continuously improve the systems,the purpose is to improve its business competitiveness.Finally,not only CL realize the economic value of the charging pile business itself,but also CL can promote the development of the charging industry in the future.更多还原