【作者】 徐旸；

【导师】 刘仁辉；

【作者基本信息】 哈尔滨工业大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 随着我国双碳目标的提出,低碳发展、节能减排已经成为不可逆转的大趋势。随着消费者对新能源汽车的认可度和需求不断提升,技术的不断升级迭代将促进新能源汽车产业经济价值的不断提升。发展新能源汽车产业是我国从汽车大国迈向汽车强国的必由之路。NIO新能源汽车公司作为造车新势力的重要领军企业,若要在日益激烈的新能源汽车产业竞争中抓住机遇,规避威胁,充分发挥竞争优势,弥补自身不足,不断提升企业竞争优势,就要根据竞争环境的变化选择适当的竞争战略。本文以NIO新能源汽车公司竞争战略的制定为研究对象展开研究,在对国内外相关研究成果进行系统梳理的基础上,利用文献研究法、SWOT分析法等方法,对NIO公司面临的外部宏观环境、行业竞争环境、企业内部环境等进行系统分析,探讨了企业竞争战略制定的关键外部因素与内部因素,进而利用QSPM矩阵分析法对NIO的竞争战略进行选择,得出应当选择差异化竞争战略的结论,并在此基础上提出企业竞争战略实施的路径及保障措施。本文的相关研究成果不仅有助于进一步丰富和拓展企业竞争战略在新能源汽车制造领域中的应用深度和应用广度,同时也为其他新能源汽车制造企业竞争战略的制定提供一定的理论借鉴。更多还原

【Abstract】 With the proposal of China’s double carbon goal,low-carbon development,energy conservation and emission reduction have become an irreversible trend.With the continuous improvement of consumers’ recognition and demand for new energy vehicles,the continuous upgrading and iteration of technology will promote the continuous improvement of the economic value of the new energy vehicle industry.The development of new energy automobile industry is the only way for China to move from an automobile power to an automobile power.NIO new energy automobile company,as an important leader in the new power of automobile manufacturing,should choose appropriate competitive strategies according to the changes in the competitive environment if they want to seize opportunities,avoid threats,give full play to competitive advantages,make up for their own shortcomings,and continuously improve their competitive advantages in the increasingly fierce competition in the new energy automobile industry.This paper takes the formulation of competitive strategy of NIO new energy automobile company as the research object.On the basis of systematic review of relevant research results at home and abroad,it uses literature research method,SWOT analysis method and other methods to systematically analyze the external macro environment,industry competition environment and internal environment of NIO company.This paper discusses the key external and internal factors in the formulation of competitive strategy,and then selects the competitive strategy of NIO which should choose differentiation competitive strategy by using QSPM matrix analysis,and then puts forward the path and safeguard measures for the implementation of competitive strategy.The relevant research results of this paper not only help to further enrich and expand the depth and breadth of application of enterprise competitive strategy in the field of new energy automobile manufacturing,but also provide certain theoretical reference for the formulation of competitive strategy of other new energy automobile manufacturing enterprises.更多还原