一汽红旗新能源汽车发展战略研究 进入21世纪之后，以新能源为动力的汽车工业迅速成长，在汽车市场中占 据了重要的地位。电力等新能源开始对传 统的化石能源形成了挑战，新时代的 能源革命正在不断推进，人类也会得到一系列新的发展机会，而能源革命具体 表现在汽车能源的清洁化、电动化，原有的污染物排放量大大 减少。 近年来，随着动力电池技术的进步和环保意识的增强，全球新能源汽车市 场出现爆发式增长，而中国已经成为新能源汽车最大的消费市场。根据2020 年EVTank联合伊维经 济研究院发布的《全球新能源汽车市场中长期发展展望 （2025）》研究，2018年，中国新能源乘用车销量首次超过全球销量的50%， 尽管受到中国国内补贴力度大幅度削减的影响 ，2019年其占比下滑到49.3%， 但预计到2025年中国仍是全球新能源乘用车市场的重要组成部分，其销量占比 将达到45.8%，全球新能源乘用车的销量将由2019年的221万辆增长到 2025 年的1200万辆，年均复合增长率将达到32.6%。按照近三年中国新能源车的增 速情况和政策面变化情况看，未来新能源汽车将继续保持较高增长。 但是，面对国内新能源汽 车兴起的趋势和广阔的市场，一汽红旗还处于刚 刚起步的阶段，尚未具备强大的竞争优势。本文将一汽红旗新能源汽车为主要 的研究对象，以企业战略和新能源汽车相关理论与 现有文献为基础。首先，概 述一汽红旗的发展概况以及一汽红旗新能源汽车的发展现状，包括新能源汽车 的销售情况、用户评价、营销活动、外观设计和动力与安全系统。其次 ，全面 分析一汽红旗新能源汽车目前面临的问题，包括自主研发实力较弱、电池和电 控系统的采购费用高、对市场的认知缺乏敏感性等。再次，结合宏观和微观环 境分析一汽红 旗新能源汽车发展的战略环境，从政治、经济、社会、技术四个 角度进行PEST分析其宏观战略，并基于五力模型分析企业的行业竞争环境， II 分别从市场表现、品牌理念、人力 资源、技术能力和竞争地位分析其微观战略。 同时基于SWOT分析方法对一汽红旗新能源汽车的优势、劣势、机会和威胁进 行探究。最后提出一汽红旗新能源汽车发展战略的目标 ，明确发展战略的选择， 在实施新能源汽车发展战略时，一汽红旗应该严格把关产品质量，优化汽车营 销战略，布局智能网联系统，不断提高技术研发水平。此外，一汽红旗还 要在 组织结构、人力资源、企业文化和技术支持层面为一汽红旗新能源汽车的发展 战略提供坚实的保障。 关键词： 企业发展战略、新能源汽车、战略管理、SWOT分析、PEST分 析 III Abstract Research on New Energy Vehicle Development Strategy of FAW-Red Flag In the process of the development of human industrial civilization, the progress of power and energy is always the core force leading the technological change, and also drives the transformation of economic society and the upgrading of industrial structure.The invention of the steam engine in the middle and late 18th century started the industrial revolution and marked the beginning of the industrial civilization. The appearance of the internal combustion engine in the 20th century made oil an important resource and brought great material wealth to the United States and other western countries.After entering the 21st century, the automobile industry powered by new energy has grown rapidly and occupies an important position in the automobile market.New energy sources such as electricity are beginning to challenge the traditional fossil energy. The energy revolution in the new era is constantly advancing, and human beings will also get a series of new development opportunities.The energy revolution is embodied in the clean and electric automobile energy, and the original pollutant emissions are greatly reduced. In recent years, with the progress of power battery technology and the enhancement of environmental awareness, the global market for new energy vehicles has witnessed explosive growth in recent years, and China has become the largest consumer market for new energy vehicles.According to a 2020 joint evey EVTank economic research institute released the global new energy automobile market long-term development prospects (2025) study, in 2018, China's new energy passenger car sales for the first time more than 50% of global sales, although influenced by domestic subsidies decreased significantly, the proportion fell to 49.3% in 2019, but by 2025 China is still an important part of the new energy car market in the world, its sales proportion will reach 45.8%.Global sales of IV new-energy passenger vehicles will grow from 2.21 million in 2019 to 12 million in 2025, with a compound annual growth rate of 32.6 percent.According to the growth rate of China's new energy vehicles in the past three years and the changes in policies, new energy vehicles will continue to maintain a high growth rate in the future. However, in the face of the rising trend of domestic new energy vehicles and the broad market, FAW-Red Flag is still in the initial stage, has not yet had a strong competitive advantage.This article will use FAW-Red Flag new energy vehicles as the main object of study, to enterprise strategy and new energy vehicles related theory and the basis of the existing literature.Firstly, the development of FAW-Red Flag and new energy vehicle development status, including the new energy vehicle sales, user evaluation, marketing activities, appearance design and power and safety system.Secondly, it comprehensively analyzes the problems FAW-Red Flag new energy vehicles are currently facing, including weak independent R&D strength, low operation and management efficiency, high procurement cost of battery and electronic control system, lack of sensitivity to market awareness and increasing competitive pressure.Thirdly, combined with the macro and micro environment, the strategic environment of FAW-Red Flag new energy vehicle development is analyzed. The macro strategy is analyzed from the political, economic, social and technical perspectives, and the micro strategy is analyzed from the market performance, brand concept, human resources, technical ability and competitive position.At the same time, based on the SWOT analysis method to FAW-Red Flag new energy vehicle strengths, weaknesses, opportunities and threats.At last, it puts forward the goal of FAW-Red Flag new energy vehicle development strategy, and clarifies the choice of development strategy. When implementing the new energy vehicle development strategy, FAW-Red Flag should strictly control the product quality, optimize the automobile marketing strategy, lay out the intelligent network system, and continuously improve the level of technological research and development.In addition, FAW-Red Flag in the organizational structure, human resources, corporate culture and brand awareness level for FAW-Red Flag new energy vehicle development strategy to provide a solid guarantee. V Key words: Enterprise Development Strategy, New Energy Vehicles,Strategic Management, SWOT analysis, PEST analysis VI 目 录 第1章 绪论 ............................................................................................. 1 1.1 研究背景 及意义 ............................................................................. 1 1.2 研究方法与内容 ............................................................................. 4 1.3 理论基础与文献综述 ..................................................................... 5 第2章 一汽红旗新能源汽车发展现状及问题 .................................... 11 2.1 一 汽红旗发展概况 ........................................................................11 2.2 一汽红旗新能源汽车发展现状 ................................................... 12 2.3 一汽红旗新能源汽车存在的问题 ............................................... 15 第3章 一汽红旗新能 源汽车战略环境分析 ....................................... 17 3.1 一汽红旗新能源汽车发展的外部环境分析 ............................... 17 3.2 一汽红旗新能源 汽车发展的内部环境分析 ............................... 24 3.3 一汽红旗新能源汽车发展的SWOT分析 .................................. 27 第4章 一汽红旗新能源汽车 发展战略制定与实施保障 ................... 34 4.1一汽红旗新能源汽车发展战略的目标 ........................................ 34 4.2一汽红旗新能源汽车发展战略的 选择 ........................................ 34 4.3 一汽红旗新能源汽车发展战略的实施 ....