摘要�崳�
经过四十多年的改革开放，我国经济高速发展的同时也带来了严重的环境污�崳�
染问题，汽车尾气是重要污染源，大力发展新能源汽车是保护环境顺乎时代的必�崳�
然结果。变频器不仅能用于新能源汽车空调变频系统，更是新能源汽车电机电控�崳�
系统的核心控制器。新能源汽车的发展与前景给变频器企业带来新的机遇与挑�崳�
战。�崳�
本文研究对象为以变频器为主营业务的D公司进入新能源汽车行业的竞争�崳�
战略问题。在较系统的综述相关文献的基础上，先运用PEST分析法和波特的五�崳�
力模型深入剖析D公司变频器产品在进入新能源汽车行业过程中所面临的产业�崳�
环境的机会与威胁；再运用SWOT分析方法对D公司内部和外部的环境进行对�崳�
比分析，结果发现D公司在变频器产品进入新能源汽车行业时，公司的优势为D�崳�
公司内部员工素质高，技术研发基础先进，资金链充足；劣势公司薪酬激励制度�崳�
不够完善，高端产品研发水平有待进一步提高，公司代理商管理需要加强；公司�崳�
的机会为变频器在国家重点新兴战略行业中占据重要地位，中国新能源汽车市场�崳�
巨大，国内变频器品牌经过多年发展与国际先进水品差距减小，在新能源行业的�崳�
潜力巨大；公司的威胁为市场竞争日趋激烈，新常态经济态势给国内制造业带来�崳�
挑战。在此基础上提出D公司应当集中于新能源汽车用变频器市场，釆用技术�崳�
和服务差异化竞争战略结合公司生产线升级实现市场差异化的竞争策略。�崳�
为确保该竞争战略的顺利实施，D公司应控制骨干员工的稳定性，从薪酬激�崳�
励制度和企业文化建设上降低员工的流动性；同时加大研发投入、加快产品升级�崳�
并提升服务水平建立品牌效应；另外还应注意防范市场再细分、业务一元化等风�崳�
险。�崳�
关键词：变频器；新能源汽车；竞争战略�崳�
I�崳�
Abstract�崳�
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by�爏ome�爊egative�爀ffects，�爏uch�燼s�爀nvironmental�爌ollution�燼nd�爀nergy�燾risis，�爏o�爐he�崳�
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vehicles，�爓ith�爐he�爊ew�爀nergy�燼utomotive�爄ndustry�爃igh�爏peed�燿evelopment�爓ill�燽ring�崳�
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the�燩EST�燼nalysis�爉ethod�燼nd�燩otter＇s�爐heory�爋f�燾ompetitiveness�爄n－depth�燼nalysis�爋f�崳�
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the�爊eed�爐o�爏trengthen�爐he�爉anagement�爋f�燾ompany�燼gents；�爐he�燾ompany’s�崳�
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domestic�燽rands�爄nverter�燼fter�爕ears�爋f�燿evelopment�燼nd�爐he�爄nternational�燼dvanced�崳�
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Key�燱ords：�爁requency�燾onverter，�爊ew�爀nergy�爒ehicle，�燾ompetitive�爏trategy�崳�
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