我国经济的发展使得环保问题、拥堵问题在加剧，同时消费者观念也在不断进步， 越来越多的人愿意选择更加环保、便捷的出行方式，而电动自行车，特别是更高效、环 保的电动自行车越来越受消费者欢迎，这也吸引着众多企业进入这一领域。在此背景下， 电动自行车供需关系的动态变化程度加剧，国家政策在扶持电动自行车企业发展的同 时，对电动出行的法规逐步完善，在新标实施后，不合标准的生产产品予以监管并加快 淘汰，推动了市场的良币驱除劣币，生存下来的企业需要加快升级与转型，这也带来了 电动自行车市场更为激烈的竞争。XN 电动自行车公司成立时间不长，经过数年发展， 取得了一定的成绩，但也面临着较大的竞争压力。制定符合公司实际的竞争战略，对 XN 电动自行车公司打造竞争优势起着十分重要的意义。 本文首先研究背景、目的，以及关于竞争战略、电动自行车行业发展的相关文献进 行了阐述，并对 PEST、SWOT、五力模型等相关战略分析工具进行了整理。本文对 XN 电动自行车公司概况描述，同时对公司业务发展的外部环境和内部资源与能力进行了分 析，并基于 QSPM 矩阵和 SWOT 分析指出公司应采取差异化竞争战略，通过依托公司 的技术优势，加强产品和技术创新，同时加大产品的推广和宣传力度，让更多消费者知 晓公司品牌和产品，特别是公司可以学习小米手机，打造互联网渠道以降低成本，提高 效率，利用现有财力资源，建设一定数量的形象展示店，与互联网渠道进行有益补充， 整合技术优势，适当扩大产品线。为推动公司新的竞争战略实施，公司应从组织、互联 网营销、企业文化和战略评价与调整等几个领域做好保障措施。本文从 XN 电动自行车 公司经营特点出发，提出了竞争战略和保障措施，也为类似企业提供一定的参考和借鉴。 关键词：电动自行车；竞争战略；差异化战略II Abstract The development of China's economy has aggravated environmental protection problems and congestion problems, at the same time, consumer awareness is constantly improving, and more and more people are willing to choose more environmentally friendly and convenient ways of travel. In particular, more efficient and environmentally friendly e-bikes are gaining popularity among consumers, which also attracts many enterprises to enter this field. Under this background, the dynamic change in the relationship between supply and demand of electric bicycles intensifies. While the national policies support the development of electric bicycle enterprises, the laws and regulations on electric travel are gradually improved. After the implementation of the new standard, substandard products were supervised and eliminated at a faster pace, which promoted Bad Money Drives out Good of phenomenon ,that result in the surviving enterprises needed to speed up the upgrading and transformation, it also brought more fierce competition in the electric bicycle market. XN electric bicycle Company has not been established for a long time. After several years of development, XN electric bicycle Company has made achievements, but it is also facing great competitive pressure.It is of great significance for XN electric bicycle company to establish a competitive strategy in line with the actual situation of the company. In this thesis, the background and purpose of the research, as well as the relevant literature on competitive strategy and the development of the electric vehicle industry are described, and PEST, SWOT, Porter's Five Forces and other relevant strategic analysis tools are sorted out. This thesis gives an overview of XN electric bicycle Company, analyzes the external environment and internal resources and capabilities of the company's business development, and points out that the company should adopt the differentiation strategy based on QSPM matrix and SWOT analysis.By relying on the company's technical advantages, strengthen product and technological innovation, and at the same time, increase the promotion and publicity of products, so that more consumers know the company's brand and products.In particular,XN electric bicycle Company should learn from MI Enterprise, by building Internet channels to reduce costs and improve efficiency, using of existing financial resources to build a certain number of image display stores, making beneficial supplement with Internet channels, integrating technical advantages, and appropriately expanding product lines. In order to promote the implementation of the company's new competitive strategy, XN electric bicycle Company should take guarantee measures in several fields such as organization, Internet marketing, corporate culture and strategic evaluation and adjustment. Based on theIII operation characteristics of XN electric vehicle Company, this thesis puts forward the competitive strategy and safeguard measures, and also provides some references for similar enterprises. keywords: Electric vehicle, Competitive strategy, Differentiation strategyIV 目 录 摘要...............I Abstract ......... II 图表清单.....VII 第一章 绪论..1 1.1 研究背景、目的与意义.... 1 1.1.1 研究背景...................... 1 1.1.2 研究目的与意义......... 2 1.2 研究对象和问题................ 2 1.2.1 公司简介..................... 2 1.2.2 公司面临的战略问题. 3 1.3 文献综述............................ 5 1.3.1 基本竞争战略理论..... 5 1.3.2 PEST 分析法................ 7 1.3.3 SWOT 分析.................. 7 1.3.4 五力模型分析............. 8 1.3.5 国内外研究现状......... 8 1.4 研究内容与方法.............. 11 1.4.1 研究内容................... 11 1.4.2 研究方法................... 11 1.5 本文研究框架.................. 11 第二章 XN 电动自行车公司外部环境分析...........13 2.1 宏观环境分析.................. 13 2.1.1 政治环境................... 13 2.1.2 市场经济环境........... 13 2.1.3 人口和社会文化环境.............................. 15 2.1.4 技术环境................... 16 2.2 市场环境分析.................. 17 2.3 竞争环境分析.................. 18V 2.3.1 潜在进入者............... 18 2.3.2 替代品威胁............... 18 2.3.3 供应商的谈判能力... 19 2.3.4 购买者的谈判能力... 19 2.3.5 现有竞争者分析....... 19 2.4 关键成功的外部因素分析............................. 20 2.5 本章小结.......................... 23 第三章 XN 电动自行车公司内部环境分析...........24 3.1 公司的历史分析.............. 24 3.1.1 公司的历史大事记... 24 3.1.2 公司发展分析........... 24 3.2 公司内部资源分析.......... 25 3.2.1 人力资源................... 25 3.2.2 营销资源................... 25 3.2.3 财务资源....................... 27 3.3 公司的能力分析.............. 27 3.3.1 产品研发与创新能力.............................. 27 3.3.2 品牌影响力............... 28 3.4 公司的核心竞争力分析.. 28 3.5 本章小结.......................... 30 第四章 XN 电动自行车公司竞争战略的制定.......31 4.1 公司经营宗旨.................. 31 4.2 竞争战略的可行性分析.. 31 4.2.1 成本领先战略可行性分析...................... 31 4.2.2 差异化战略可行性分析.......................... 32 4.2.3 集中化战略可行性分析.......................... 33 4.3 利用 QSPM 矩阵进行竞争战略形式的选择 33 4.4 利用 SWOT 矩阵进行竞争战略执行的导向 35 4.5 差异化战略的主要构成.. 36 4.5.1 渠道差异化............... 36VI 4.5.2 基于技术创新的产品差异化.................. 38 4.5.3 有形展示的差异化... 39 4.6 本章小结.......................... 40 第五章 XN 电动自行车公司竞争战略的实施保障..............................41 5.1 组织保障.......................... 41 5.1.1 调整组织机构使其适应差异化战略...... 41 5.1.2 建立竞争战略的实施流程...................... 42 5.2 互联网营销保障.............. 42 5.2.1 加强微信渠道建设... 43 5.2.2 重视短视频营销渠道建设...................... 43 5.3 企业文化保障.................. 45 5.3.1 企业文化建设及品牌培育...................... 45 5.3.2 品牌的培育............... 46 5.4 建立战略评价和调整体系............................. 48 5.5 本章小结.......................... 49 全文总结与研究展望.................50 全文总结..50 研究展望..50。。。。。。以下内容略