【作者】 陈琳；

【导师】 殷允强；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【副题名】以Y公司为例

【摘要】 当前全球面临严峻的环境污染和能源紧缺问题,特别是石油资源逐渐稀缺且无法再像之前一样“取之不尽用之不竭”,作为石油消耗和有害气体排放主要构成之一的汽车,面临改革现有状态。因此,全球各国政府都采取了政策措施促新能源产业发展,同时,消费者对于新能源汽车的认识和观念也在逐渐转变,由此带动了整个新能源汽车产业的飞速前进,也促使新能源汽车行业竞争日益激烈。那么制定科学的竞争策略以在激烈竞争中取得足够的市场份额成为所有新能源汽车公司的重中之重,尤其对于新兴新能源汽车公司。本文以Y公司新能源汽车发展的竞争策略为研究对象,主要研究内容如下:首先,运用PEST分析法和波特五力模型明确了Y公司当前所处的外部环境,并探讨了Y公司的发展现状、核心竞争力等内部条件;其次,运用SWOT分析法对Y公司当前面临的机会、威胁和优劣势进行分析,总结出当前Y公司所存在的问题;最后,以SWOT分析结果为依据,运用6P营销理论对Y公司的竞争策略进行规划,得出适合Y公司应当采取的市场竞争策略。本文主要创新之处体现在通过解读当前国家发布的支持新能源汽车发展的政策法规,运用PEST分析法和波特五力模型分析了Y公司的外部环境。同时,分析了Y公司的发展现状、内部条件和存在的问题,结合运用SWOT分析框架,归纳总结了Y公司当前面临的机会、威胁和优劣势。最后,运用6P营销理论,对Y公司应当采取的市场竞争策略进行规划。经过综合研究和分析,本文认为Y公司在借助国家政策的支持下,需要利用其强大的成本控制能力,加大科技研发投入,丰富产品品种和提升产品质量;根据市场和自身成本进行差异化定价;坚持做彻底的数字化直销模式,加快线下体验中心的规划;寻找适合自身的促销策略。另外,Y公司需要从组织制度、企业文化、人才管理等角度为出发点,确保其竞争策略按计划有效的实施。这一结论的得出有利于解决Y公司新能源汽车竞争策略方面存在的问题,促进Y公司战略规划的实施和完善,并促进Y公司长远的发展。同时,希望本文的研究成果能对其它新能源汽车公司的竞争策略提供借鉴和参考。更多还原

【Abstract】 At present,the whole world environmental pollution is critical and energy is extremely short,especially as oil becomes scarce and is no longer as “inexhaustible” as it used to be.The use of cars has brought about a large amount of oil consumption and pollutant emissions,which is in urgent need of reform to change this unfavorable situation.Governments of all countries have spared no effort to adopt relevant policies to develop new energy automobile industry.And consumer perceive and cognition of new energy cars are gradually in transition,the whole new energy automobile industry become greater and greater competition and advanced by this.So,it’s the top priority for all new energy vehicle companies to formulate a scientific competitive strategy aim to gain sufficient market share,especially for an emerging company.Y company’s competitive strategy is the research target of this essay,the chief contents as follows: Firstly,analyze Y company’s outer surroundings by means of PEST analysis and Porter’s five forces model,and discuss inner status,like development status,core competence etc.Secondly,research Y company’s threats,opportunities,advantages,threats by means of SWOT,and conclude problems.Finally,take Y company’s SWOT analysis results as reference to generate strategies by means of the 6P marketing theory,then obtain Y company’s suitable market competition strategies.The novelty of this thesis lies in studying the latest national policies and laws published for new energy industry development.And study Y company’s outer surroundings via PEST and Five Competitive Forces Model.Meanwhile,deeply probe into the inner status like development status,core competitiveness etc.Then to research Y company’s threats,opportunities,advantages,threats via SWOT.Y company’s market competition strategy is proposed via 6P marketing theory.After comprehensive research and analysis,this thesis reaches a conclusion that with the support of present national policies,utilize its strong cost control ability,Y Company needs to increase R&D investment,enrich its product varieties and upgrade Product quality;differentiated pricing according to the market and its own costs;adhere to the premise of a thorough digital direct sales model,accelerate the planning of offline experience centers;find suitable promotion strategies.Moreover,Y Company should take actions from organizational culture,talents cultivation and other related to promote the gradual and effective implementation of its strategies.This conclusion is conducive to solving the problems of Y company’s new energy vehicle competition strategy,drive Y company’s long-term development.And expect other new energy automobile companies can take example by this thesis’ s results.更多还原