I 摘要 本文以A汽车公司为研究对象，该公司是我国新兴的互联网跨产业造车企业， 这家企业的主要产品是电动智能网联汽车，随着信息与网络技术的飞速发展，信息技 术在近些年出现了飞跃式变化，为适应网络时代的发展提供了坚实的基础。在交通领 域，智能交通概念的提出到产业化经历了较短的时间，而智能交通这一革命性的发展 机遇也在相关领域得到高度重视，“互联网+制造业”已经成为一个热门的研究课题和 发展趋势，也必将对于未来几十年世界的经济局势产生深远影响。A公司在这一背景 下的成立正是看好了该产业未来长远的发展前景，且自身也具备了一定的技术储备与 实力，但是成立后受各种因素影响，直到四年之后才开始量产，同时市场份额占有率 非常不理想。针对这一状况，探讨A公司竞争战略并及时制定相应对策以解决目前 的困境，为未来激烈的市场竞争做好充足的准备。 文章首先对国内外的相关理论与文献进行了整理与研究，并针对A公司的具体 情况结合目前国内该行业发展情况做出分析，找到存在的主要问题并提出有针对性的 建议，希望以此为A公司及国内该产业的发展提供参考借鉴。 其次结合A汽车公司所面临的内外部环境，对公司所处的竞争环境、内部环境 进行了探讨与分析，综合运用PEST分析方法、五力模型分析方法对A汽车公司面临 的外部环境、产业环境进行分析，为后文A汽车公司竞争战略的提出奠定基础和依 据。 最后在明确A汽车公司的竞争战略的前提下，根据A汽车公司内外部环境分析 结果，总结A汽车公司当前发展面临的优劣势、机会与威胁，探讨A汽车公司可选 择的竞争战略，并进一步提出A汽车公司竞争战略分析与选择，从组织机构、人力 资源、薪酬激励、企业文化、研发投入、知识产权方面提出A汽车公司竞争战略的 实施与保障。 关键词：新能源汽车竞争环境竞争战略 Abstract II Abstract Theresearchobjectofthisarticleisestablishedin2014,Acarcompany,thecompany isourcountrytheriseofAnewbuildingcarsacrosstheindustryemergingenterprises,the company'smainproductsareelectricsmartmadecars,withtherapiddevelopmentof informationandnetworktechnology,informationtechnologyinAdramaticchangein recentyears,fortheadventoftheeraofnetworkprovidesAsolidfoundation,andthe developmenttrendofindustryandtheoreticalconcernallovertheworldandtakethe correspondingmeasures,inthefieldoftransportation,putforwardtothestartofthe conceptofintelligenttransportationindustryhasexperiencedAveryshorttime,The revolutionarydevelopmentopportunityofintelligenttransportationisalsohighlyvaluedin relatedfields."Internet+manufacturing"hasbecomeoneofthemostpopularresearch topicsanddevelopmenttrends,andwillalsohaveafar-reachingimpactontheworld economicsituationinthenextfewdecades.Underthisbackground,theestablishmentof CompanyAisoptimisticaboutthelong-termdevelopmentprospectsoftheindustry,andit hascertaintechnicalreservesandstrength.However,duetotheinfluenceofvarious factorsafteritsestablishment,CompanyAdidnotstartmassproductionuntilfouryears later,anditsmarketshareisnotideal.Inviewofthissituation,Acompanyhopestofind outthecruxoftheproblemandformulatecorrespondingcountermeasuresintimetosolve thecurrentdilemma,andmakeadequatepreparationforthefuturefiercemarket competition. Firstofall,therelevanttheoriesandliteratureathomeandabroadaresortedoutand studied,andaccordingtothespecificsituationofAcompanycombinedwiththecurrent developmentsituationofthedomesticindustrytomakeananalysis,findtheproblemand putforwardtargetedsuggestions,hopingtoprovidesomeusefulideasforthedevelopment ofAcompanyandthedomesticindustry. SecondlycombiningtheinternalandexternalenvironmentfacedbyAcarcompany, thecompany'scompetitionenvironmentandinternalenvironmentarediscussedand analysis,theintegrateduseofPESTanalysis,fivemodelanalysismethodofAcar companyfacingtheexternalenvironment,industrialenvironmentanalysis,competitive strategyforlaterunderAcarcompanyofthefoundationandbasisareputforward. Finally,onthepremiseofclarifyingthecompetitivestrategyofAAutomobile Abstract III Company,accordingtotheanalysisresultsoftheinternalandexternalenvironmentofA AutomobileCompany,thispapersummarizestheadvantagesanddisadvantages, opportunitiesandthreatsthatAAutomobileCompanyisfacinginitscurrentdevelopment, discussesthecompetitivestrategythatAAutomobileCompanycanchoose,andfurther putsforwardtheanalysisandchoiceofthecompetitivestrategyofAAutomobileCompany. PutforwardtheimplementationandguaranteeofthecompetitivestrategyofAAutomobile Companyfromtheaspectsoforganizationalstructure,humanresources,salaryincentive, corporateculture,R&Dinvestmentandintellectualpropertyrights. Keywords:NewEnergyVehiclesCompetitionEnvironmentCompetitionStrate 目录 IV 目录 摘要....................................................................................................................................I ABSTRACT..............................................................................................................................II 第1章绪论....................................................................................................................1 1.1研究背景与意义.....................................................................................................1 1.1.1研究的背景..................................................................................................1 1.1.2研究的意义..................................................................................................3 1.2国内外文献综述.....................................................................................................3 1.2.1战略管理相关研究......................................................................................3 1.2.2智能网联汽车产业相关研究......................................................................4 1.3研究方法.................................................................................................................6 1.4研究内容.................................................................................................................6 第2章理论基础................................................................................................................9 2.1竞争战略理论........................................................................................................9 2.2PEST分析................................................................................................................9 2.3五力模型分析.......................................................................................................10 2.4SWOT分析..............................................................................................................11 第3章A汽车公司竞争环境分析...................................................................................12 3.1A公司基本情况....................................................................................................12 3.2A汽车公司外部环境分析....................................................................................12 3.2.1政策环境分析............................................................................................13 3.2.2经济环境分析............................................................................................14 3.2.3社会文化环境分析....................................................................................14 3.2.4技术环境分析............................................................................................15 3.3A汽车公司产业环境分析....................................................................................16 3.3.1供应商的议价能力....................................................................................16 3.3.2购买者的议价能力....................................................................................16 3.3.3新进入者的威胁........................................................................................17 3.3.4替代品的威胁............................................................................................18 3.3.5同行业竞争者竞争强度............................................................................19 3.4A汽车公司外部环境总结....................................................................................21 目录 V 3.5本章小结...............................................................................................................22 第4章A汽车公司内部环境分析................................