随着人工智能和大数据等技术的发展，智能网联交通技术近些年来受到人们的重视，车联 网行业随之诞生并快速发展。作为全球最大的汽车市场，我国政府非常重视车联网产业的发展， 汽车消费者对车联网功能的付费意愿也在逐年提高。在汽车厂商将车联网作为核心战略，且车 联网行业正在涌入如互联网公司在内的新竞争者时，作为车联网服务提供商的P公司亟待重塑 其发展战略。 本文以国内最早从事车联网业务的P公司为例，基于战略管理相关理论，运用PEST、波 特五力、价值链等分析方法，对P公司的所处车联网行业的发展现状和外部环境进行分析，识 别机遇和挑战。通过对企业内部环境分析，从经营现状、企业能力和核心竞争力等方面进行分 析，探究P公司自身的优劣势。运用SWOT模型对战略环境进行综合分析，在此基础上确定P 公司应当采取成本领先战略和差异化战略；运用波士顿矩阵，得出P公司的四种波士顿业务类 型，在此基础上确定P公司应当大力发展随身车联网业务、强化智能车机业务、改善汽车新出 行业务、淘汰TSP业务的多元化产品组合战略。最后，围绕P公司的发展战略，从组织架构、 人才队伍、绩效考核、企业文化与控制体系方面对提出保障措施。 本文从独立车联网服务提供商的角度来考虑如何在以消费者为导向的车联网时代达成规模 增长，从产业链结构、外部机会和威胁、竞争对手、自身优劣势等方面分析，在理论分析的基 础上，结合P车联网自身状况来制定可行性发展战略，并给出战略实施的步骤和保障措施。本 文即为P公司的战略发展提供可靠的理论依据和实际管理建议，也寄希望于为国内外其他车联 网公司的战略规划和经营管理提供一定的借鉴意义。 关键词：汽车，车联网，战略管理 P车联网公司发展战略研究 II ABSTRACT With the development of Artificial Intelligence, Big Data and other technologies, the intelligent network transportation technology has attracted more and more attention in recent years, and the Internet of vehicles industry has been born and developed rapidly. As the world's largest automobile market in the world, Chinese government attaches great importance to the development of the Internet of Vehicles. The willingness of car consumers to pay for the Internet of Vehicles function is also increasing year by year. When automakers regard the Internet of Vehicles as their core strategy and the car networking industry is flooding into new competitors such as internet companies, P company as a car networking service provider needs to reshape its development strategy. P company is the earliest company engaged in vehicle networking business in China. Based on the theory of strategic management, using PEST, Michael Porter's Five Forces Model, value chain and other analysis methods, this paper analyzes the development status and external environment of P company, identifying opportunities and challenges. Then through the analysis of the internal environment of the enterprise, from the aspects of business status, capabilities and core competitiveness, this paper explores the advantages and disadvantages of P company. The SWOT model is used to analyze the strategic environment comprehensively. Basised on this, it is determined that P company should adopt the cost leading strategy and differentiation strategy. Based on Boston Matrix, four Boston business types of P company are obtained, and then determined that P company should adopt diversified product portfolio strategy, including vigorously develop the Internet of Vehicles base on Smartphone, strengthen Infotainment System, improve Car Sharing, and eliminate the TSP. Finally, according to the development strategy of P company, this thesis puts forward the safeguard measures from the aspects of organizational structure, talent, performance appraisal, corporate culture and control system. Through the analysis and research results of P's internal and external environment, P's development strategy should focus on the rapid growth strategy. Product differentiation should be the core competitiveness, focus on internal and external main resources for targeted investment, and further clarify the strategic implementation path from the aspects of brand, intellectual property, core technology, product innovation, ecological cooperation and supply chain system，and how to ensure the implementation of the strategy from the perspective of team structure, corporate culture, talent and compensation system. 南京航空航天大学硕士学位论文 III From the perspective of independent Internet of Vehicles service providers, this paper considers how to achieve scale growth in the era of consumer oriented Internet of Vehicles. It analyzes the industrial chain structure, external opportunities and threats, competitors, advantages and disadvantages, and basised on theoretical analysis and combined with the situation of P company to formulate a feasible development strategy, and gives the steps and guarantees for the implementation of the strategy measures. This paper not only provides reliable theoretical basis and practical management suggestions for the strategic development of P company, but also provide certain reference for the strategic planning and operation management of other Internet of Vehicles companies at home and abroad. Keyword：Automobile，telematics, strategy 南京航空航天大学硕士学位论文 V 目 录 第一章 绪 论 ............ 1 1.1 研究背景和意义 ...................... 1 1.1.1 研究背景 ......................... 1 1.1.2 研究意义 ......................... 3 1.2研究内容和方法 ....................... 3 1.2.1 研究内容 ......................... 3 1.2.2 研究方法 ......................... 4 1.3国内外研究现状 ....................... 4 1.3.1国外研究现状 .................. 4 1.3.2国内研究现状 .................. 5 1.4 技术路线 ... 7 第二章 理论基础 ...... 9 2.1 战略管理理论 .......................... 9 2.1.1战略管理的含义 .............. 9 2.1.2战略管理的内容 .............. 9 2.1.3战略管理的目的 .............. 9 2.1.4战略管理的要素 ............ 10 2.1.5战略管理分析工具和方法 ........................... 11 2.2车联网概述 ............................. 14 2.2.1车联网的概念 ................ 14 2.2.2车联网的特点 ................ 15 2.2.3车联网的前景 ................ 15 第三章 P车联网公司内外部环境分析 16 3.1 P车联网公司概况 .................. 16 3.1.1公司简介 ........................ 16 3.1.2公司发展历程 ................ 16 3.2 外部环境分析 ........................ 17 3.2.1 政治法律环境 ............... 17 3.2.2 经济环境分析 ............... 19 3.2.3 社会文化环境分析 ....... 20 P车联网公司发展战略研究 VI 3.2.4 技术环境分析 ............... 20 3.3基于波特五力模型的行业分析 ............................ 21 3.3.1 行业竞争状况 ............... 21 3.3.2 供应商的议价能力 ....... 21 3.3.3 客户的议价能力 ........... 22 3.3.4 替代产品的威胁 ........... 22 3.3.5 新进入者的威胁 ........... 24 3.4内部环境分析 ......................... 26 3.4.1内部价值链分析 ............ 26 3.4.2人力资源状况分析 ........ 27 3.4.3现有业务状况分析 ........ 28 3.4.4核心竞争力分析 ............ 29 第四章 P车联网公司战略制定 ............ 31 4.1战略目标的制定 ..................... 31 4.1.1愿景与使命 .................... 31 4.1.2战略定位 ........................ 31 4.1.3战略目标 ........................ 31 4.2 SWOT分析 ............................. 32 4.2.1内部优势 ........................ 33 4.2.2内部劣势 ........................ 35 4.2.3外部机会 ........................ 36 4.2.4 外部威胁 ....................... 38 4.2.5 SWOT分析矩阵 ............ 38 4.3波士顿矩阵分析 ..................... 39 4.3.1 明星型业务 ................... 39 4.3.2 问题型业务 ................... 41 4.3.3 现金牛业务 ................... 41 4.3.4 瘦狗型业务 ................... 42 4.4发展战略制定 ......................... 42 4.4.1成本领先战略 ................ 42 4.4.2差异化竞争战略 ............ 44 4.4.3 多元化产品组合战略 ... 46 南京航空航天大学硕士学位论文 VII 第五章 P车联网公司发展战略的实施 50 5.1优化组织结构 ......................... 50 5.2 建设人才队伍 ........................ 51 5.3完善激励机制 ......................... 52 5.4培养企业文化 ......................... 53 5.5规范控制体系 ......................... 55 第六章 结论与展望 57 6.1结论 .......... 57 6.2展望 .......... 58