近些年来，随着互联网经济的发展和共享经济的飞速发展，出行市场作为 一个新兴领域逐渐发展起来，改变了人们的出行观念，并吸引了众多跨行企业 的加入。与此同时，汽车市场正逐渐饱和，汽车销量开始下滑，销售利润逐渐 减少，汽车制造商需要寻找新的利润增长点。在这种时代背景下，出行市场为 汽车制造商提供了一条切实可行的可持续发展道路，众多汽车制造商开始向出 行服务商转型。由于出行市场是一个新兴市场，汽车制造商的转型没有可借鉴 的经验，也没有相关研究为它们进行理论的指导，因此各大企业在并不知道转 型路径是否正确，转型能否成功的情况下，一边探索出行市场，一边摸索着进 行转型。本文希望能够对这些进行转型的汽车制造商进行一个系统的梳理与分 析，以此丰富企业战略转型的研究，并指导企业转型的实践活动。因此，本文 对制造商企业转型的动因、策略和路径进程分别进行了研究与探讨。 本文采用探索性多案例的研究方法对选中的6家典型案例进行讨论，其中 这6家企业分别为跨国车企、国内车企和造车新势力。首先通过对现有文献的 收集与分析，整理出现有的理论与研究进度，对本文的提出命题提供一定的理 论基础。然后，通过对企业的调研走访与二手资料的收集，整理出需要的文 本，通过对同类型重点案例进行分析，提出可能的命题，采用跨案例模式排序 和列表显示的方法对其他案例进行分析，将提出的命题进行逻辑复制加以检 验，形成最终命题。 本文得出了以下三个结论：对于转型动因，高管对于环境的认知推动了企 业进行战略转型，认知包括威胁认识和机会认识。对于转型策略，企业转型的 策略的选择受到企业资源的影响，资源丰富的企业策略呈多样化，资源匮乏的 企业策略单一。对于转型进程：企业转型的进程受到企业基因变异程度的影 响，基因变异程度高的企业转型进度快，属于激进式转型，基因变异程度低的 企业转型进程慢，属于渐进式转型。 关键词：战略转型，策略选择，共享出行，企业基因 II A strategic study on the transformation from manufacturer to service provider ——a case study of sharing Abstract In recent years, with the development of the Internet economy and the rapid development of the sharing economy, the travel market, as an emerging field, has gradually developed, changed people's travel concept, and attracted many cross-line enterprises to join. At the same time, the auto market is becoming saturated, car sales are beginning to decline, sales profit is gradually reduced, auto manufacturers need to find new profit growth point. Under this background, the travel market provides a feasible and sustainable development path for automobile manufacturers, and many automobile manufacturers begin to transform into travel service providers. As the travel market is an emerging market, the transformation of automobile manufacturers has no experience to learn from, and there is no relevant research to provide theoretical guidance for them. Therefore, without knowing whether the transformation path is correct and whether the transformation can be successful, major enterprises explore the travel market while exploring the transformation. This paper hopes to conduct a systematic comb and analysis of these auto manufacturers in transformation, so as to enrich the research of enterprise strategic transformation and guide the practical activities of enterprise transformation. Therefore, this paper studies and discusses the causes, strategies and paths of the transformation of manufacturers. In this paper, an exploratory multi-case study method is adopted to discuss the six selected typical cases, among which the six enterprises are multinational automobile enterprises, domestic automobile enterprises and new automobile manufacturers. Firstly, through the collection and analysis of the existing literature, the existing theories and research progress are sorted out to provide a certain theoretical basis for the proposition of this paper. Then, through the research of enterprise visits with secondary data collection, sorting out the text, through analyzing the important case of the same type, put forward the possible proposition, adopt the method of cross case mode sorting and list of other cases were analyzed, and the proposition put forward by the logical replication to inspection, form the final thesis. III This paper draws the following three conclusions: as for the transformation drivers, the executives' cognition of the environment, including the perception of threats and opportunities, promotes the strategic transformation of enterprises. As for the transformation strategy, the choice of the enterprise's transformation strategy is influenced by the enterprise's resources. The resource-rich enterprise's strategies are diversified, while the resource-deficient enterprise's strategies are single. For the transformation process: the process of enterprise transformation is affected by the degree of corporate gene variation. Enterprises with high degree of gene variation have fast transformation progress, which belongs to radical transformation, while enterprises with low degree of gene variation have slow transformation, which belongs to gradual transformation. Key words: strategic transformation，strategy selection，sharing travel, enterprise gen 目 录 摘要 ................................................... I ABSTRACT ................................................ II 第一章 绪论 ............................................. 1 1.1研究背景与目的 ............................................................................................... 1 1.2研究意义 ........................................................................................................... 2 1.3 研究内容、方法及创新点 .............................................................................. 2 1.3.1研究内容 ................................................................................................. 2 1.3.2研究方法 ................................................................................................. 3 1.3.3创新点 ..................................................................................................... 3 第二章 文献综述 ......................................... 5 2.1 企业战略转型 .................................................................................................. 5 2.1.1战略转型内涵 ......................................................................................... 5 2.1.2战略转型驱动因素 ................................................................................. 6 2.1.3相关理论基础 ......................................................................................... 7 2.2企业基因 ........................................................................................................... 9 2.2.1企业基因概念 ......................................................................................... 9 2.2.2企业基因变异 ......................................................................................... 9 第三章 研究设计 ........................................ 12 3.1研究方法选择 ................................................................................................. 12 3.1.1案例研究 ............................................................................................... 12 3.1.2研究过程 ............................................................................................... 12 3.2 案例选择 ........................................................................................................ 13 3.3 数据收集 ........................................................................................................ 14 第四章 汽车制造商转型历程 .............................. 15 4.1丰田 ................................................................................................................. 15 4.2通用 ................................................................................................................. 17 4.3吉利 ................................................................................................................. 19 4.4北汽 ................................................................................................................. 21 4.5威马 ................................................................................................................. 22 4.6理想汽车