大众一汽发动机有限公司发展战略研究 大众一汽发动机有限公司成立于2006年，作为大众集团旗下核心内燃机生 产企业之一，公司成立十二年以来，通过持续稳定的高质量产品输出，获得了 良好的品牌影响力和企业经营业绩。然而近年来，以电动车为代表的新能源汽 车异军突起，给公司未来发展带来了极大的不确定性。作为传统内燃机制造企 业，大众一汽发动机有限公司面临着巨大的挑战，如果坚持现有产品战略，将 不得不面临几年后内燃机禁售的直接挑战，而转型生产电动机又面临着组织结 构、人员配备、技术能力以及市场不稳定性等一系列不确定性因素，困难重重， 未来发展方向亟需明确。因此，本文将探讨大众一汽发动机有限公司在面对新 能源挑战的威胁下，应该如何制定发展战略，战胜挑战，实现健康、持续发展。 本文首先从新能源发展的大趋势出发，分析汽车行业面对的新形势，结合 大众一汽发动机有限公司的概况，阐述了研究背景和意义。同时，以战略管理 的相关理论为基础，对本文的研究方法，研究内容，文献综述与理论基础进行 了综合阐述。在此基础上，通过详细阐述公司的主要发展历程，尤其是近几年 企业在扩大生产以及研发方面的投入及经营情况，论述了企业在新能源背景下 的转型需求。其次，本文对大众一汽发动机有限公司发展面临的问题进行了阐 述，并结合公司自身情况分析了问题的成因。鉴于外部宏观环境和产业环境的 变化在企业进行战略选择过程中的重要性，本文又结合PEST分析法和波特五力 模型对公司面临的外部宏观环境和产业环境进行了展开分析，并通过SWOT分析 法，分析了公司的外部机会和威胁以及内部优势和劣势。通过分析发现，公司 所面临的发展机会相较威胁更加明显，公司内部优势也更大。因此，本文据此 提出了大众一汽发动机有限公司战略发展的目标，并结合SWOT分析结果，提出 了多元化和技术创新的战略选择，以多元化战略为主，技术创新战略为辅。同 II 时根据战略选择制定了实施方案。最后，根据战略实施方案，提出了积极获取 两大集团支持、做好财务保障、人才队伍建设及人员队伍稳定等四项确保方案 有效执行的保障措施，为实现公司未来发展目标做好准备。 本文是在战略管理的理论基础之上，结合大众一汽发动机有限公司所面临 的内外部环境及优劣势进行分析得出的。从战略管理理论出发，面对外部环境 的不断变化，企业要想谋求可持续的生存和发展空间，必须结合自身的特点和 资源，不断的调整战略内容并做出决策。因此，大众一汽发动机有限公司面对 新能源发展趋势，应该根据环境变化积极研讨企业的发展方向、目标和任务， 并据此制定发展战略，对现有资源进行合理调配，努力实现健康、持续发展。 希望通过本文的研究，能够为大众一汽发动机有限公司实现长远发展提供更多 有意义的借鉴。 关键词： 新能源行业，发展战略，多元化战略 III Abstract Research on the Strategic Development in VWED Volkswagen FAW Engine Company was established in 2006 as one of the core internal combustion engine manufacturers of the Volkswagen Group. Since its establishment 12 years ago, the company has achieved good brand influence and business performance through continuous and stable high-quality product output. However, in recent years, the emergence of new energy vehicles represented by electric vehicles has brought great uncertainty to the future development of the company. As a traditional internal combustion engine manufacturer, Volkswagen FAW Engine Company faces enormous challenges. If it adheres to the existing product strategy, it will have to face the direct challenge of the internal combustion engine ban after several years, and the transformation to the production of electronic motor is faced with organizational structure and staffing problem. A series of uncertain factors, such as technical capabilities and market instability, the future development direction needs to be clear. Therefore, this article will explore how Volkswagen FAW Engine Company should develop its development strategy, to overcome challenges, and to achieve healthy and sustainable development in the face of the threat of new energy challenges. This paper starts from the general trend of new energy development, analyzes the new situation faced by the automobile industry, and expounds the research background and significance with the general situation of Volkswagen FAW Engine Company At the same time, based on the relevant theories of strategic management, the research methods, research contents, literature review and theoretical basis of this paper are comprehensively expounded. On this basis, through the detailed description of the company's main development process, especially the investment and operation IV of enterprises in expanding production and research and development in recent years, the transformation needs of enterprises in the context of new energy are discussed. Secondly, this paper expounds the problems faced by the development of Volkswagen FAW Engine Company, and analyzes the causes of the problems in combination with the company's own situation. In view of the importance of external macro-environment and industrial environment changes in the process of strategic selection, this paper combines PEST analysis and Porter's five-force model to analyze the external macro environment and industrial environment that the company faces, and adopts SWOT. Analytical methods analyze the company's external opportunities and threats as well as internal strengths and weaknesses. Through analysis, it is found that the development opportunities faced by the company are more obvious than the threats, and the internal advantages of the company are also greater. Therefore, based on this, the paper puts forward the goal of the strategic development of Volkswagen FAW Engine Company, and combines the results of SWOT analysis to propose strategic choices for diversification and technological innovation, and at the same time formulate implementation plans based on strategic choices. Finally, according to the strategic implementation plan, it proposes four measures to ensure the effective implementation of the two groups' support, financial security, talent team building and staff stability, and prepare for the company's future development goals. This paper is based on the theoretical basis of strategic management, combined with the internal and external environment and advantages and disadvantages faced by Volkswagen FAW Engine Company. Starting from the theory of strategic management, in the face of constant changes in the external environment, enterprises must constantly adjust their strategic content and make decisions in order to seek sustainable living and development space in accordance with their own characteristics and resources. Therefore, Volkswagen FAW Engine Company should face the development trend of new energy, and should actively discuss the development V direction, goals and tasks of the company according to environmental changes, and formulate development strategies accordingly, rationally allocate existing resources, and strive to achieve healthy and sustainable development. I hope that through the research in this paper, we can provide more meaningful reference for the long-term development of Volkswagen FAW Engine Company. Key words: New energy industry, development strategy, diversification strategy VI 目 录 第1章 绪论 ........................................................................................... 1 1.1 研究背景与意义 ............................................................................ 1 1.2 研究方法与内容 ............................................................................ 2 1.3 文献综述与理论基础 .................................................................... 3 第2章 大众一汽发动机有限公司发展现状和问题分析 ................... 9 2.1 公司发展概况 ................................................................................ 9 2.2 公司发展存在的问题 .................................................................. 12 2.3 公司发展问题原因分析 .............................................................. 14 第3章 大众一汽发动机有限公司战略环境分析 ............................. 17 3.1 公司发展外部环境 ...................................................................... 17 3.2 公司发展内部环境 ...................................................................... 26 3.3 公司发展SWOT分析 ................................................................. 29 第4章 大众一汽发动机有限公司发展战略目标及实施 .........