在绿色生态环境圈及能源可持续发展观念被越来越多的人知晓之后， 全球范围内的能源经济也开始向低碳经济发展。对于传统汽车制造行业而 言，在环保及能源压力不断增加的大环境下更要面对非常多的机遇和挑战。 汽车产业面临转型升级的前提下，新能源汽车由于能耗较低且污染较少所 以能够符合生态环保的要求，使其成为汽车产业未来重要的发展选择。汽 车产业在极大程度上会影响到一个地区的经济发展，对于全国经济的发展 也起到了不可替代的作用。近年来，我国汽车的生产总量及销售量长年处 于世界第一的位置。在我国GDP保持高速增长的同时，生态环境破坏却不 断加剧。政府、汽车企业等各方主体均将着眼点放在研发新能源节能环保 汽车上，为了提高汽车企业研发生产新能源汽车的积极性，国家相关部门 陆续出台有关政策制度文件，以切实推动我国汽车产业的发展，提高在世 界市场上的竞争优势。现阶段，为了促进和发展新能源汽车，我国相关部 门陆续出台有关制度文件并加快开展研发，通过营造良好的发展环境，推 动了新能源汽车行业的有序发展。然而不可忽视的是，由于技术水平所限 及市场竞争越发激烈的影响，我国新能源汽车企业必须要加快进行创新发 展，通过制定出有针对性的发展战略，以有效应对市场竞争不断加剧带来 的挑战。 本文正是在这种发展背景下，以新能源汽车制造公司金皇后新能源汽 车公司作为研究对象，通过基于对现目前公司在产业升级换代的背景下公 司的发展现状和在发展中面临的问题进行深层次的剖析的基础上，制定出 适合公司未来发展的创新战略。从全文看，本文的研究结论主要包括： 第一，本文在对战略管理的相关理论进行梳理的基础上，首先对金皇 II 后新能源汽车公司的基本情况进行介绍，然后从优势和劣势两个方面对公 司当前的实际情况展开分析。同时，为了对新能源汽车行业的宏观环境进 行全面的分析，掌握新能源汽车行业的整体发展情况及后期发展方向，本 文采用PEST分析的方法对公司的外部环境展开深入分析。同时也对行业发 展趋势、竞争环境等进行深入调查，为后期战略的制定提供依据。 第二，本文采用SWOT分析的基本方法，从SO、WO、ST和WT四个方面 对金皇后新能源汽车公司的战略进行分析，然后在此基础上确定公司未来 的战略目标，并从总体战略和竞争战略两个方面选择未来的发展战略。其 中，总体战略应该采取联盟战略，竞争战略则主要采取成本领先战略。 第三，为了确保金皇后新能源汽车公司战略的顺利实施，本文在充分 考虑各方面因素的基础上，结合公司当前的实际情况，指出通过组织保障 体系、企业文化、资金保障、市场和品牌支撑以及人才等多个方面给予保 障，以确保战略的顺利推行并达到预期效果。 关键词：发展战略新能源汽车金皇后新能源汽车公司 III RESEARCHONINNOVATIONAND DEVELOPMENTSTRATEGYOFGOLDEN QUEENNEWENERGYVEHICLECOMPANY ABSTRACT Afterthegreenecologicalenvironmentcircleandtheconceptof energysustainabledevelopmenthavebeenknownbymoreandmorepeople, theglobalenergyeconomyhasalsobeguntodeveloptoalow-carboneconomy. Forthetraditionalautomobilemanufacturingindustry,intheenvironmentof increasingenvironmentalprotectionandenergypressure,wehavetofacealot ofopportunitiesandchallenges.Underthepremisethattheautomobileindustry isfacingtransformationandupgrading,newenergyvehiclescanmeetthe requirementsofecologicalenvironmentalprotectionbecauseoftheirlow energyconsumptionandlesspollution,whichmakesitanimportant developmentchoicefortheautomobileindustryinthefuture.Toagreatextent, theautomobileindustrywillaffecttheeconomicdevelopmentofaregion,andit alsoplaysanirreplaceableroleinthedevelopmentofthenationaleconomy.In recentyears,thetotalproductionandsalesofcarsinChinahavebeeninthe firstplaceintheworldformanyyears.WiththerapidgrowthofGDPinChina, thedamageofecologicalenvironmentisbecomingmoreandmoreserious.The government,automobileenterprisesandothermainbodiesallfocusonthe researchanddevelopmentofnewenergy,energysavingandenvironmental protectionvehicles.Inordertoimprovetheenthusiasmofautomobile enterprisesinR&Dandproductionofnewenergyvehicles,therelevant departmentsofthestatehaveissuedrelevantinstitutionaldocumentsoneafter anotherinordertoeffectivelypromotethedevelopmentofourcountry automobileindustryandimproveitscompetitiveadvantageintheworldmarket.. However,itcannotbeignoredthatduetothelimitationoftechnologyleveland IV theincreasinglyfiercemarketcompetition,ourcountrynewenergyautomobile enterprisesmustspeeduptheinnovativedevelopment,throughtheformulation oftargeteddevelopmentstrategies,inordertoeffectivelycopewiththe challengesbroughtaboutbytheincreasingmarketcompetition. Underthisdevelopmentbackground,thispapertakesgoldenqueen NewEnergyAutomobileCompanyastheresearchobject,andonthebasisof deeplyanalyzingthepresentsituationandexistingproblemsofthecompany underthebackgroundofindustrialupgrading,formulatestheinnovation strategysuitableforthefuturedevelopmentofthecompany.Fromfulltext,the conclusionsofthispapermainlyinclude: First,onthebasisofcombingtherelevanttheoriesofstrategic management,thispaperfirstintroducesthebasicsituationofnewenergycar companyaftergoldenyellow,thenanalyzesthecurrentsituationofthe companyfromtwoaspectsofadvantagesanddisadvantages.Atthesametime, inordertofullyunderstandthemacro-environmentofthenewenergy automobileindustry,tomastertheoveralldevelopmentofthenewenergy automobileindustryandthedirectionofthelaterdevelopment,thispaper makesanin-depthanalysisoftheexternalenvironmentofthecompanyby usingthemethodofPESTanalysis.Atthesametime,thedevelopmenttrendof theindustry,thecompetitionenvironmentandthelikearealsoin-depth investigationandprovidethebasisforthedevelopmentofthelaterstrategy. Secondly,thispaperadoptsthebasicmethodofSWOTanalysis,analyzesthe strategyofthenewenergyautomobilecompanyaftergoldenyellowfromfour aspectsofSO,WO,STandWT,andthendeterminesthestrategicobjectiveof thecompanyinthefuture.Andtoselectthefuturedevelopmentstrategyfrom twoaspectsoftheoverallstrategyandthecompetitionstrategy.Amongthem, theoverallstrategyshouldadoptthealliancestrategy,whilethecompetitive strategyshouldmainlyadoptthecostleadingstrategy.Third,inordertoensure thesmoothimplementationofthestrategyofthenewenergyautomobile V companyaftergoldenyellow,thepaperpointsouttheorganizationsecurity system,theenterprisecultureandthefundinthelightoftheactualsituationof thecompany,Themarketandbrandsupportaswellasthetalentsandother aspectsareguaranteed.Toensurethesmoothimplementationofthestrategy andtoachievethedesiredeffect. KEYWORDS：developmentstrategy；newenergyvehicle；goldenpost-new energyvehiclecompany VI 目录 摘要..........................................................................................................................................I ABSTRACT...........................................................................................................................III 第一章导论..............................................................................................................................1 1.1选题背景.......................................................................................................................1 1.2研究意义.......................................................................................................................1 1.2.1理论意义.............................................................................................................1 1.2.2现实价值.............................................................................................................2 1.3研究综述.......................................................................................................................3 1.3.1国外研究现状.....................................................................................................3 1.3.2国内研究现状.....................................................................................................4 1.4研究内容和方法...........................................................................................................6 1.4.1研究内容.............................................................................................................6 1.4.2研究方法.............................................................................................................6 1.5技术路线图..................................................................................................................7 1.6创新点...........................................................................................................................8 第二章金皇后新能源汽车公司内部条