一汽-大众汽车有限公司新能源汽车发展战略研究 随着国内汽车的生产销售量的迅速增长，中国对于化石燃料的消耗也随之 增加。快速消耗的能源和严重污染的环境逐渐成为人类生活发展的突出问题。 在双重因素的影响以及科学技术的快速跃进情况下，加快新能源和节能汽车的 发展变的刻不容缓。世界上各大主流的汽车生产国意识到发展新能源汽车是历 史发展和社会选择的必然趋势。为了鼓励国内的新能源汽车产业发展，中国自 2010 年起开始实行新能源汽车补贴政策。自此新能源汽车企业如雨后春笋般活 跃在中国汽车企业当中，我国的新能源汽车产业目前处于发展的初期阶段。技 术水平不完善、基础设施不健全、消费市场不繁荣都是发展新能源汽车的主要 阻力。但是按照经济学家的观点来看：如果行业刚刚兴起，所有国家几乎在同 一个起点上，核心技术的形成和品牌的创造相对容易。在新能源汽车的领域也 就是处于这种情景之下。新能源汽车发展对于传统汽车行业相对实力较弱的中 国既是历史性的机遇也是跨越式的挑战。制定新能源汽车发展战略对于中国汽 车产业变得尤为重要。 一汽大众汽车有限公司成立于 1991 年 2 月 6 日。作为中国第一家汽车合资 企业，其目前的产能布局已经覆盖了长春东北部、成都西南部、佛山南部、青 岛东部和天津北部的五个主要生产基地，在中国乃至世界汽车工业中发挥着举 足轻重的作用。虽然在国内一汽-大众市场占有率比较可观，但是这些数据仅限 于传统汽车。在众多新能源汽车企业兴起的今天，发展新能源汽车，逐步抢占 国内乃至国际新能源市场、保持并且提升市场占有率对一汽-大众来说变得至关 重要。总之，新能源的发展对于环境保护、能源转型以及可持续发展有着深远 影响，新能源汽车是汽车行业发展的必然趋势，一汽-大众汽车有限公司新能源 汽车发展战略具有重要的现实意义。本文通过 PEST、波特五力模型、SWOT 分 析自身及竞争对手的优劣势以及内外部环境等，选择自己的发展方向和战略模II 式，并根据目前的产品趋势选择目标人群，为一汽-大众新能源汽车发展奠定坚 实基础。 在当前大的环境和背景下，面对新能源汽车的发展趋势，一汽-大众汽车有 限公司新能源汽车现阶段存在的主要问题有以下几点：新能源汽车起步较晚、 核心技术和基础设施困境、标准统一仍难达成、电池回收面临困境，新能源汽 车生产的基础建设以及政府的政策是新能源汽车发展的关键。通过 PEST 理论模 型的政策、经济、社会、技术分析出在当前背景下一汽-大众新能源汽车发展目 标和方向。通过波特五力模型来分析一汽-大众新能源汽车宏观的内外部的机会 威胁和优势劣势，便于准确的选择公司发展战略。通过 SWOT 模型分析出一汽- 大众新能源汽车技术、前卫环保、经济体量大和品牌优势，技术人员、地理位 置、起步较晚的劣势，政策支持、供应商基础、市场前景的机会，竞争对手、 气候问题、安全问题的威胁。根据大战略矩阵分析得出选择市场开发战略、产 品开发战略和集中多元化战略，并通过人力资源、企业文化、全新运营模式保 障一汽-大众新能源汽车发展战略的实施。 关键词： 一汽-大众、新能源汽车、发展战略III Abstract Research on the Development Strategy of New Energy Automobile in FAW-VW With the rapid growth of domestic automobile production and sales, China's consumption of chemical fuels has also increased. Rapidly consumed energy and a highly polluted environment have gradually become prominent issues in the development of human life. With the influence of these two factors and the rapid leap of science and technology, it is imperative to accelerate the development of new energy and energy-saving vehicles. The world's major automobile producing countries realize that the development of new energy vehicles is an inevitable trend of historical development and social choice. In order to encourage the development of the domestic new energy automobile industry, China has implemented the subsidy policy for new energy vehicles since 2010. Since then, new energy auto companies have sprung up in China's auto companies, and China's new energy auto industry is currently in the early stages of development. Imperfect technical levels, inadequate infrastructure, and a lack of prosperity in the consumer market are major obstacles to the development of new energy vehicles. But according to economists' point of view: If the industry is just emerging, all countries are almost at the same starting point, and the formation of core technologies and the creation of brands are relatively easy. This is the case in the field of new energy vehicles. The development of new energy vehicles is a historic opportunity and a leap-forward challenge for China, which has relatively weak relative strength in the traditional automobile industry. The development of a new energy vehicle development strategy is particularly important for the Chinese automotive industry. FAW-Volkswagen Automotive Co., Ltd. was established on February 6, 1991. As the first automobile joint venture in China, its current production capacity has covered five major production bases in northeastern Changchun, southwestern Chengdu, southern Foshan, eastern Qingdao and northern Tianjin, playing a pivotalIV role in the automotive industry in China and the world. The role. Although the domestic FAW-Volkswagen market share is considerable, the data is limited to traditional cars. Today, with the rise of many new energy auto companies, it is crucial for FAW-Volkswagen to develop new energy vehicles and gradually seize the domestic and international new energy markets, and maintain and increase market share. In short, the development of new energy has far-reaching impact on environmental protection, energy transformation and sustainable development. New energy vehicles are an inevitable trend in the development of the automobile industry. The development strategy of FAW-Volkswagen Automotive Co., Ltd. has important practical significance. Through PEST, Porter's five-force model, SWOT analysis of the strengths and weaknesses of itself and competitors, as well as internal and external environment, this paper chooses its own development direction and strategic model, and selects the target group according to the current product trend, for FAW-Volkswagen New Energy. A solid foundation for car development. In the current big environment and background, facing the development trend of new energy vehicles, the main problems of FAW-Volkswagen Automotive Co., Ltd. new energy vehicles at this stage are as follows: new energy vehicles start late, core technologies and infrastructure Difficulties, standard unification are still difficult to achieve, battery recycling is facing difficulties, the infrastructure of new energy vehicle production and government policies are the key to the development of new energy vehicles. Through the policy, economic, social and technical analysis of the PEST theoretical model, the development goals and directions of the new steam-Volkswagen new energy vehicle in the current context are analyzed. Through the Porter Five Force Model to analyze the macro-internal opportunity threats and advantages and disadvantages of FAW-Volkswagen New Energy Vehicle, it is convenient to accurately select the company's development strategy. Through SWOT model, FAW-Volkswagen new energy vehicle technology, avant-garde environmental protection, economic volume and brand advantage, technicians, geographical location, late start disadvantages, policy support, supplier base, market prospects, competitors, The threat of climate and security issues. According to the analysis of the large strategic matrix, the market development strategy, product development strategy andV centralized diversification strategy are selected, and the implementation of FAW-Volkswagen new energy vehicle development strategy is guaranteed through human resources, corporate culture and new operation mode. Keywords: FAW-VW, New Energy Automobile, Development strategyVI 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 一汽-大众汽车有限公司新能源汽车现状和问题................. 8 2.1 一汽-大众发展现状....................................................................... 8 2.2 一汽-大众新能源汽车发展现状评价........................................... 9 2.3 一汽-大众新能源汽车发展存在的问题和原因 ........................ 12 第 3 章 一汽-大众汽车有限公司新能源汽车发展战略环境分析... 16 3.1 一汽-大众新能源汽车外部环境................................................. 16 3.2 一汽-大众新能源汽车行业发展趋势......................................... 20 3.3 一汽-大众新能源汽车内部环境分析......................................... 24 3.4 一汽-大众新能源汽车战略的 SWOT 分析 ............................... 27 第 4 章 一汽-大众新能源战略发展战略的制定实施和保障........... 31 4.1 新能源汽车发展战略规划的目标.............................................. 31 4.2 新能源汽车发展战略的选择...................................................... 31 4.3 新能源汽车发展战略的实施...................................................... 33 4.4 新能源汽车发展战略的保障措施.............................................. 35 结 论 ..................................................................................................... 37