在过去的10年里，中国新能源汽车产业的发展高歌猛进，甚至在全世界范围内成 为新能源汽车产业发展的重要推动力量。其中，中国政府有力的政策支持，特别是一系 列补贴政策，有效地吸引了企业家对新能源汽车产业的投资意愿以及消费者对新能源汽 车消费意愿，是新能源汽车产业取得长期和迅猛发展的关键因素。2019年补贴大幅退坡， 随即带来了新能源汽车产业首次负增长。但中国政府对新能源汽车产业的支持大方向没 有变，政策的调整是希望新能源汽车产业能够顺利地从高速度到高质量，从政策驱动到 市场驱动的良性发展道路的转变。在这个新形势下，新能源汽车产业相关企业必须对现 有的战略进行反思乃至调整，为企业后续阶段的发展提供指导方向。B公司在这一轮政 策调整中业务受到波及，主要表现为业绩大幅下滑，盈利能力降低，市场竞争更为激烈 的问题。B公司迫切寻求在这种局面下寻求突破方向。 本次研究从梳理B公司目前存在的主要问题点出发，确定以战略的视角审视现行战 略，并力图确定解决目前困局的方向。本次研究通过战略分析工具，包括PEST分析， 波特五力分析来系统地分析企业外部环境及其内在能力，并通过SWOT分析来初步地 确定企业备选战略方案。进一步地，作为对SWOT分析在定量分析上的补充，结合SWOT 分析结果，通过SPACE矩阵分析来最终确定发展战略类型及实施途径。 通过以上分析，确定B公司需要采取竞争型发展战略，并通过增强营销力度，确定 以充电桩设备销售为重点市场开发方向，以及加大海外市场的开发等方向去实施。最后， 通过扁平化企业组织架构，完善人力资源及创新体系的方式来予以保障。 关键词：新能源汽车；汽车零配件；PEST分析；波特五力分析；SWOT分析；SPACE 矩阵 II ABSTRACT Inthepast10years,thedevelopmentofChina'snewenergyvehicleindustryhasmade greatprogress,andithasevenbecomeanimportantdrivingforceforthedevelopmentofthe newenergyvehicleindustryworldwide.Amongthem,thestrongpolicysupportofthe Chinesegovernment,especiallyaseriesofsubsidypolicies,haseffectivelyattracted entrepreneurs’willingnesstoinvestinthenewenergyvehicleindustryandconsumers’ willingnesstoconsumethenewenergyvehicle.Itisthelong-termandrapiddevelopmentof thenewenergyvehicleindustrykeyfactors.In2019,thesubsidiesfellsharply,whichbrought thefirstnegativegrowthofthenewenergyvehicleindustry.However,thegeneraldirectionof theChinesegovernment'ssupportforthenewenergyvehicleindustryhasnotchanged.The policyadjustmentistohopethatthenewenergyvehicleindustrycansmoothlychangefroma high-speedtohigh-quality,fromapolicy-driventoamarket-drivendevelopmentpath.Under thisnewsituation,companiesrelatedtothenewenergyvehicleindustrymustreflectonand evenadjustexistingstrategiestoprovideguidanceforthecompany’ssubsequentdevelopment. CompanyB'sbusinesswasaffectedinthisroundofpolicyadjustments,mainlymanifestedby asharpdeclineinperformance,lowerprofitability,andmoreintensemarketcompetition. CompanyBiseagertoseekabreakthroughdirectioninthissituation. ThisstudystartsfromsortingoutthemainproblemsexistinginCompanyB,and determinestoreviewthecurrentstrategyfromastrategicperspectiveandtrytodeterminethe directionofsolvingthecurrentdilemma.Thisstudysystematicallyanalyzestheexternal environmentandinternalcapabilitiesoftheenterprisethroughstrategicanalysistools, includingPESTanalysisandPorter'sfive-forceanalysis,andinitiallydeterminesthe enterprise'salternativestrategicplansthroughSWOTanalysis.Furthermore,asasupplement tothequantitativeanalysisofSWOTanalysis,combinedwiththeSWOTanalysisresults,the SPACEmatrixanalysisisusedtofinallydeterminethetypeofdevelopmentstrategyandthe implementationapproach. Throughtheaboveanalysis,itisdeterminedthatCompanyBneedstoadopta competitivedevelopmentstrategy,andbystrengtheningmarketingefforts,itisdeterminedto focusonthedevelopmentdirectionofchargingpileequipmentsalesandtoincreasethe developmentofoverseasmarkets.Finally,itisguaranteedbyflatteningtheorganizational structureoftheenterpriseandimprovinghumanresourcesandinnovationsystems. Keywords:Newenergyvehicles;autoparts;PESTanalysis;Porter'sfiveforceanalysis; SWOTanalysis;SPACEmatrix III 目录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 目录.........................................................................................................................................III 图表清单..................................................................................................................................VI 第一章绪论...............................................................................................................................1 1.1研究背景与意义..............................................................................................................1 1.1.1研究背景...................................................................................................................1 1.1.2研究意义...................................................................................................................3 1.2文献综述..........................................................................................................................3 1.2.1企业战略管理理论...................................................................................................3 1.2.2新能源汽车产业发展的研究...................................................................................6 1.3研究路线、内容与方法..................................................................................................8 1.3.1研究方法和技术路线...............................................................................................8 1.3.2研究内容...................................................................................................................9 第二章外部环境分析.............................................................................................................11 2.1宏观环境分析................................................................................................................11 2.1.1政治法律环境.........................................................................................................11 2.1.2经济环境.................................................................................................................12 2.1.3社会文化环境.........................................................................................................14 2.1.4技术环境.................................................................................................................15 2.2行业竞争分析................................................................................................................16 2.2.1现有竞争者分析.....................................................................................................16 2.2.2潜在进入者分析.....................................................................................................18 2.2.3替代品分析.............................................................................................................19 2.2.4供应商分析.............................................................................................................19 2.2.5购买方分析.............................................................................................................20 2.3B公司外部环境综合评价.............................................................................................21 2.4本章小结........................................................................................................................26 IV 第三章B公司内部资源和能力分析.....................................................................................27 3.1B公司资源分析.............................................................................................................27 3.1.1人力资源分析.........................................................................................................27 3.1.2B公司生产资源分析..............................................................................................27 3.1.3B公司研发资源分析........................................................................