【作者】 于淼；

【导师】 杨絮飞；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2025， 硕士

【摘要】 近年来,汽车产业快速发展,全球汽车行业正处于不断变革与调整中。中国汽车品牌在技术研发、产品设计、品牌建设方面取得了显著进步,市场竞争力不断提升。2024年,中国品牌乘用车全年市占率达到65.2%,截至2025年1季度,市占率进一步提升至68.1%。新能源汽车的产销量保持高速增长,比亚迪、理想、蔚来等新能源汽车的销量和品牌影响力不断扩大,2024年新能源汽车市场占有率超40%。随着中国品牌的影响力不断扩大,合资品牌汽车销量持续承压,消费者偏好也在不断变化。中国汽车出口量持续增长,汽车企业加大了在海外投资建厂的力度,积极拓展国际市场。在全球汽车市场不断扩张及技术变革的大环境下,如何制定发展战略成为汽车零部件企业面临的重要问题。HT公司作为一家传统汽车零部件制造企业,主要从事汽车内外饰件的开发与生产。随着新能源汽车销售渗透率不断攀升,HT公司面临着诸多挑战与不确定性。如何在激烈的竞争中谋求发展,HT公司必须制定适合自身的发展战略。本论文以HT汽车零部件公司为研究对象,深入研究分析其发展战略。首先,从研究背景及研究意义方面,阐述了HT公司发展战略研究的必要性;其次,结合国内外企业发展战略的理论基础,查阅各类文献,对行业现状进行分析;再运用文献分析、案例分析、调查研究等多种研究方法,深入探讨汽车零部件行业的发展战略。本论文对HT公司的发展现状进行了调查,查找其存在的问题并分析原因。通过对HT公司外部环境的全面剖析,包括运用PEST法对宏观环境进行分析,运用波特五力模型对行业环境进行评估,帮助HT公司分析所处外部环境的现状。研究发现,无论是汽车行业发展趋势、政策法规影响、市场竞争格局,还是新能源汽车的兴起、智能化技术的快速发展以及环保要求的不断提高,既为汽车零部件企业带来了新的市场机遇,也进一步加剧了市场竞争。对于内部环境方面,本论文评估了HT公司的内部资源与能力,涵盖技术研发水平、生产制造能力、质量管理体系、人力资源状况以及财务管理能力等方面。通过对内部资源的分析,明确了企业的优势与劣势,为制定公司发展战略提供了依据。结合企业的内外部环境,本论文采用SWOT分析法对HT公司的优势、劣势、机会、威胁进行全面综合分析,再应用QSPM矩阵对备选战略进行评估,最终选择出适合该企业的总体发展战略为扭转型战略。该战略的核心是通过技术创新和市场拓展,进入新能源汽车和智能网联汽车零部件领域,提升企业的核心竞争力。最后,本论文提出了战略实施的具体措施,包括成立新能源汽车零部件研发中心、数字化转型、生态化战略协同等。同时,提出了技术研发、人力资源、生产运营、市场营销、组织文化、资金保障等方面的保障措施,确保战略的顺利实施。综上所述,本论文为汽车零部件企业制定发展战略提供了理论依据和实践指导,对促进汽车零部件企业的健康发展具有重要意义。更多还原

【Abstract】 In recent years,the global automotive industry has undergone rapid technological transformation and market adjustments.Chinese automotive brands have made significant progress in technology research and development,product design,and brand building,continuously enhancing their market competitiveness.In 2024,the market share of Chinese brand passenger vehicles reached 65.2%,and by the first quarter of2025,it further increased to 68.1%.The production and sales of new energy vehicles(NEVs)have maintained rapid growth,with brands like BYD,Li Auto,and NIO expanding their sales and brand influence.In 2024,the market share of NEVs exceeds40%.As the influence of Chinese brands continues to grow,joint venture brands face ongoing sales pressure,and consumer preferences are constantly evolving.Meanwhile,China’s automotive export volume continues to rise,with automotive companies increasing their investments in overseas manufacturing facilities and actively expanding into international markets.In this context,automotive component manufacturers face the critical challenge of formulating development strategies.HT Company,a traditional automotive component manufacturer specializing in the development and production of interior and exterior trim parts,is encountering numerous challenges and uncertainties as the penetration rate of NEVs continues to rise.To thrive in this highly competitive environment,HT Company must develop a strategy tailored to its unique circumstances.This thesis focuses on HT Automotive Components Company,conducting an in-depth analysis of its development strategy.First,it elaborates on the necessity of studying HT Company’s development strategy from the perspectives of research background and significance.Second,it combines theoretical foundations of domestic and international corporate development strategies,reviews relevant literature,and analyzes the current state of the industry.Using methods such as literature analysis,case studies,and surveys,the thesis explores the development strategies of the automotive components industry in detail.The thesis investigates HT Company’s current development status,identifies existing issues,and analyzes their causes.Through a comprehensive analysis of HT Company’s external environment—including a PEST analysis of the macro-environment and a Porter’s Five Forces assessment of the industry environment—the study reveals that trends in the automotive industry,the impact of policies and regulations,the competitive landscape,the rise of NEVs,the rapid development of intelligent technologies,and increasing environmental requirements present both new market opportunities and intensified competition for automotive component manufacturers.Regarding the internal environment,the thesis evaluates HT Company’s internal resources and capabilities,covering areas such as R&D capabilities,manufacturing capacity,quality management systems,human resources,and financial management.By analyzing these internal resources,the study identifies the company’s strengths and weaknesses,providing a basis for formulating its development strategy.By integrating the internal and external environments,the thesis employs a SWOT analysis to comprehensively assess HT Company’s strengths,weaknesses,opportunities,and threats.It then uses the Quantitative Strategic Planning Matrix(QSPM)to evaluate alternative strategies,ultimately selecting a“torsion strategy”as the most suitable overall development strategy for the company.The core of this strategy is to enter the NEV and intelligent connected vehicle(ICV)component markets through technological innovation and market expansion to enhance the company’s core competitiveness.Finally,the thesis proposes specific measures for strategy implementation,including establishing an NEV component R&D center,advancing digital transformation and ecological strategic collaboration.Additionally,it outlines safeguard measures in areas such as R&D,human resources,production operations,marketing,organizational culture,and financial support to ensure the successful execution of the strategy.In conclusion,this thesis provides theoretical foundations and practical guidance for automotive component manufacturers in formulating development strategies,offering significant insights for promoting the healthy development of the automotive components industry.更多还原