铅酸电池是目前较为成熟的储能产品，以其安全、可靠而且经济的特点受到 市场的广泛欢迎。行业发展的同时也面临诸多困境，能量密度在锂离子电池等新 兴替代品面前愈显无力，环保政策将持续趋紧导致企业成本居高不下，整个行业 竞争状态非常激烈。 本文以TN公司为例，研究公司如何选择和实施差异化竞争战略。在整理国 内外战略研究理论和分析铅酸电池行业背景的基础上，运用PEST分析、五力模 型以及内部分析对TN公司的内外部环境进行分析。分析发现宏观环境方面，中 美贸易战已经开始，环保政策日益趋紧，国家经济正在下行，电池市场增速放缓， 新国标开始实施，税收和用工成本持续上升。行业环境中，由于原材料供应的特 点，采购时几乎没有议价可能；面对大牌电动自行车厂商的集中采购时候，销售 的议价能力也被削弱；作为锂离子电池正在步步紧逼，其他行业一些有实力的企 业正在跃跃欲试准备进入，行业内不少现有竞争对手都展现了强大的竞争力，牢 牢占据市场。这些都对TN公司的发展构成了威胁，但同时也润藏着机会，例如 新标准的实施降低了不规范企业的竞争干扰，市场环境将更加规范；新能源汽车 的兴起导致对动力电池需求的爆发式增长，环保政策日益趋紧的形势下，农机电 池领域将成为一片蓝海。内部环境中，TN公司拥有品牌知名度高、技术水平领 先、产品市场认可度高等优点；同时存在成本高、应用场景局限、产能跟不上等 劣势。在全面分析TN公司所处内外部环境后，对TN公司进行了SWOT分析， 认为TN公司应该选择差异化战略，进而提出产品、服务、渠道和形象等方面的 实施方案，最后对于竞争战略具体实施过程中面临的困难，有针对性的提出相应 的对策建议。 本文通过具体的分析论证，为TN公司发展作出战略选择，同时也为行业内 其他企业的发展提供了一些思路和方法，从这个角度来看，具有一定的学术意义。 关键词：铅酸电池；竞争战略；差异化战略 II Abstract Lead-acidbatteryisamatureenergystorageproduct,whichiswidelywelcomed bythemarketforitssafety,reliabilityandeconomy.Atthesametime,theindustryis facingmanydifficulties.Energydensityisbecomingweakerinthefaceofemerging substitutessuchaslithiumionbatteries.Environmentalprotectionpolicieswill continuetotighten,leadingtohighcostsforenterprises,andthecompetitioninthe wholeindustryisveryfierce. ThispapertakesTNcompanyasanexampletostudyhowtochooseand implementdifferentiatedcompetitivestrategy.Onthebasisofsortingoutthedomestic andforeignstrategicresearchtheoriesandanalyzingthebackgroundoflead-acid batteryindustry,theauthorUSESPESTanalysis,fiveforcesmodelandinternal analysistoanalyzetheinternalandexternalenvironmentofTNcompany.Theanalysis foundthatintermsofthemacroenvironment,thetradewarbetweenChinaandthe UnitedStateshasstarted,theenvironmentalprotectionpolicyisincreasingly tightened,thenationaleconomyisonthedownwardtrend,thegrowthrateofthe batterymarketisslowingdown,thenewnationalstandardhasbeenimplemented,and thetaxandlaborcostscontinuetorise.Intheindustryenvironment,duetothe characteristicsofrawmaterialsupply,thereislittlepossibilityofbargainingwhen purchasing.Inthefaceofthebige-bikemanufacturerscentralizedprocurement,sales bargainingpowerisalsoweakened;Asthelithiumionbatteryissteppingcloser,some powerfulenterprisesinotherindustriesareeagertotrytoentertheindustry,many existingcompetitorshavedemonstratedstrongcompetitiveness,firmlyoccupythe market.TheseallposeathreattoTN'sgrowth,buttheyalsohideopportunities,for example Theimplementationofthenewstandardreducesthecompetitioninterferenceof non-standardenterprises,andthemarketenvironmentwillbemorestandardized.The riseofnewenergyvehiclesleadstoanexplosivegrowthinthedemandforpower batteries.Underthesituationofincreasinglytightenvironmentalprotectionpolicies, thefieldofagriculturalmachinerybatterieswillbecomeabluesea.Intheinternal environment,TNcompanyhastheadvantagesofhighbrandawareness,advanced technologyandhighmarketrecognitionofproducts.Atthesametime,thereare disadvantagessuchashighcost,limitedapplicationscenarios,andinsufficient productioncapacity.Afterthecomprehensiveanalysisofinternalandexternal III environmentofTNcompany,forTNcompanyhascarriedontheSWOTanalysis, thinkTNcompanyshouldchoosethedifferentiationstrategy,andpointsoutaspects andsoonproducts,services,channelsandimageoftheimplementationoftheplan, finallyforcompetitivestrategyconcreteimplementationdifficultiesintheprocess, targetedputforwardthecorrespondingcountermeasuresandSuggestions. Throughspecificanalysisanddemonstration,thispapermakesstrategicchoices forthedevelopmentofTNcompany,andalsoprovidessomeideasandmethodsfor thedevelopmentofotherenterprisesintheindustry.Fromthisperspective,itisof certainacademicsignificance. Keywords：Lead-acidbattery；Competitivestrategy；Differentiationstrategy IV 目录 摘要.............................................................................................................................I Abstract..........................................................................................................................II 一、绪论........................................................................................................................1 （一）选题背景与研究意义................................................................................1 1.选题背景.....................................................................................................1 2.研究意义.....................................................................................................2 （二）文献综述....................................................................................................2 1.国外研究现状.............................................................................................2 2.国内研究现状.............................................................................................3 3.国内外研究评述.........................................................................................4 （三）研究方法与内容........................................................................................4 1.研究方法....................................................................................................4 2.主要内容.....................................................................................................5 二、研究的理论基础....................................................................................................7 （一）相关概念界定............................................................................................7 1.战略的含义.................................................................................................7 2.竞争战略的含义及类型.............................................................................7 （二）竞争战略的基本理论................................................................................8 1.竞争优势理论.............................................................................................8 2.核心能力理论.............................................................................................8 （三）战略管理分析工具....................................................................................9 1.PEST分析法..............................................................................................9 2.波特五力模型分析法.................................................................................9 3.SWOT分析法...........................................................................................10 三、TN公司发展的外部环境分析............................................................................11 （一）宏观环境PEST分析...............................................................................11 1.政治法律环境分析...................................................................................11 2.经济环境分析...........................................................................................13 3.社会文化环境分析...................................................................................16 4.技术环境分析...........................................................................................16 （二）行业环境五力模型分析..........................................................................17 1.潜在进入者的进入威胁...........................................................................17 V 2.替代品的替代威胁................................................