摘要
从第一辆国产汽车投放下线到现在，中国已经逐渐地成为了一个汽车消费大
国。但是随之而来的汽车尾气排放引发的雾霾天气与温室效应等负面效应，也不
容忽视。并且石油一直是各国抢夺的稀缺资源的背景下，中国作为能源消费大国，
石油获取路径一直是进口依赖型。面临石油日渐消耗的压力，中国也必须另想出
路。环境污染、温室效应和能源短缺的重重包围之下，寻求低碳、零排放的新能
源汽车迫在眉睫。这项新兴战略举措不但能够缩短与发达国家之间技术差距，使
中国由汽车大国迈入汽车强国的步伐更近一步，而且依靠汽车消费可以推动经济
发展，增强我国综合国力。在这样的形势下，W 电动车（集团）公司响应国家
政策号召，大力推广新能源纯电动汽车的措施无疑给我国民营自主汽车品牌树立
了榜样。本文通过研究 W 公司核心技术、产品研发、生产制造、售后服务等内
容，针对其现在的产品市场认知，基于波特钻石模型和 SWOT 分析，对其发展
战略进行研究，这对国内传统汽车和新能源汽车行业无疑具有很大的实践意义

文章正文主要有五部分。首先是概述了新能源汽车的概念、分类及其特点，
介绍了战略类型和企业生命周期和 SWOT 分析战略分析工具。其次是介绍了我
国出台的新能源汽车行业政策变化、企业现状、核心技术和国外新能源汽车产业
特征，并且将国内外新能源汽车演变的特点进行了简单的对比。再者是阐述了 W
电动汽车（集团）公司的业务概况和发生历程，通过问卷对公司纯电动汽车产品
作了一个市场认可度的调查分析，基于波特钻石理论模型展开行业分析。再者是
在上文分析的基础上，对 W 汽车公司进行 SWOT 分析，得出公司的优势和劣势，
并做出战略目标和战略定位，主要围绕产品开发、纵向一体化战略、差异化战略、
低成本战略和创新战略等，对 W 公司发展战略规划进行研究。最一部分则是结
论和展望，在第四部分研究的基础上得出本研究的结论，并对 W 汽车公司未来
战略发展路线提出短期、中期和长期的展望

关键词：新能源汽车，战略研究，SWOT 分析III
ABSTRACT
From the first product of self-owed brand cars up to now, China has become a
huge car-purchasing country. As a result, it can’t be ignored that the gas emission has
arose Fog Haze weather and greenhouse effect. Oil is always regarded as scarce
resource to be looted by every country while China is relying on importing oil, largest
oil-consuming country. However, under the pressure that oil storing is smaller and
smaller, China must find new ways. Around with air pollution, Fog Haze and energy
crisis, it is urgent to choose new energy vehicles which are low carbon and released.
Reducing the technological gap between China and the advanced countries to
transferring car power to auto power and pushing the economic development to
enhance the comprehensive national strength, such strategy is effective. In such
circumstance , W EV Company responded to national policy to develop pure electric
vehicles which set the example for domestic independent brand automobile
enterprises. This paper studied product research, production, services and the degree
of market recognition of W. Basing on Porter&39;s Diamond theoretical model and
SWOT analysis, it studied its strategic development that had great significance to
traditional cars and new energy automobile industry.
This paper was composed of 5 parts. The first part introduced the definition,
classification and features of new energy vehicles, strategy patterns and strategy
analysis tools. Secondly, it introduced new energy policy development and changes,
enterprise and technology direction of China and the overseas current situation of the
development of new energy vehicles, which is compared then. Thirdly, it introduced
company history, orientation and the characteristics of the production, and market
recognition of the questionnaire survey and industry analysis on the Porter Diamond
were conducted. Next, based on the analysis of SWOT, it summarized the advantages
and disadvantages, then made strategic objective and strategic positioning. Research
about development strategy was conducted around the product design and
manufacturing, vertical integration strategy, differential strategy, low-cost strategy,
innovation strategy of W company. Last part was about conclusion of W’ strategic,
developing on the basis of the above research and companies&39; outlooks.IV
KEYWORDS: Energy Vehicles, Strategic study,Analysis of SWOTV
目录
摘要I
ABSTRACT....... III
第 1 章 绪论..........1
1.1 研究背景.1
1.2 研究目的和意义.2
1.2.1 研究目的..2
1.2.2 研究意义..2
1.3 文献综述.3
1.4 研究方法与内容.5
1.4.1 研究方法..5
1.4.2 研究内容..5
第 2 章 相关概念..7
2.1 新能源电动汽车涵义.....7
2.2 新能源汽车类型.7
2.2.1 混合动力电动汽车（HEV）......7
2.2.2 纯电动汽车（BEV）......8
2.2.3 燃料电池电动汽车（FCEV）....9
2.2.4 氢能源动力汽车10
2.3 企业战略...........11
2.3.1 公司层战略........11
2.3.2 业务层战略........11
2.3.3 国际化战略和并购重组战略....12
2.4 企业生命周期...13
2.5 SWOT 理论........14
第 3 章 新能源汽车产业发展现状........17
3.1 中国新能源汽车产业发展状况...........17
3.1.1 新能源汽车政策演变....17
3.1.2 新能源汽车企业发展状况........19
3.1.3 新能源汽车基础设施体系建设和技术发展状况........20VI
3.2 其他国家新能源汽车发展现状...........22
3.3 总结.......23
第 4 章 W 电动车公司新能源汽车业务发展现状.......25
4.1 W 电动车公司业务介绍...........25
4.2 W 电动车公司发展历程...........26
4.3 关于 W 公司新能源汽车认可度的问卷调查.27
4.3.1 问卷调查的制定28
4.3.2 调查问卷的发放与回收28
4.3.3 调查结果及分析29
4.4 基于波特钻石模型的 W 电动车公司行业分析.........34
第 5 章 W 电动车公司发展新能源汽车战略选择.......41
5.1 SWOT 分析........41
5.2 W 公司的战略定位和战略目标........
。。。以上简介无排版格式，详细内容请下载查看