中文摘要
近年来,我国传统汽车产业发展遇到了环境污染、能源危机、交通拥堵、交
通事故率居高不下等一系列瓶颈问题,新能源汽车以其清洁环保、不依赖传统能
源的显著优点越来越受到全球的关注与重视,我国也出台了一系列政策来大力扶
持新能源汽车产业的发展。BYD因拥有国际上领先的电池技术优势,在我国新能源
汽车的研发上处于领先地位。在新能源汽车迅速崛起的机遇面前,BYD公司也面临
着技术、营销、竞争、政策等一系列内外挑战。基于以上背景,本文将对BYD公
司新能源汽车发展战略进行研究,试图为BYD公司新能源汽车制定合适的发展战
略
本文首先分析了 BYD公司的外部环境与内部条件。其中外部环境主要包括宏
观环境与行业环境,内部条件主要包括公司资源与核心竞争力。并通过建立外部
因素评价(EFE)矩阵与内部因素评价(IFE)矩阵,分别对公司的外部环境与内
部条件进行综合评价。分析表明BYD发展新能源汽车既有扶持政策与行业迅速崛
起所带来的机遇,又有来自国内外激烈竞争及消费者认知不足等因素的威胁,既
有技术、成本、创新等方面的优势,又有生产规模、品牌建设、营销服务等方面
的不足。其次,给出了 BYD公司新能源汽车的发展战略选择。在外部环境与内部
条件分析的基础上,建立SWOT矩阵,分别给出了 SO、WO、ST、WT战略组合建议,
对BYD发展新能源汽车进行了企业、市场与产品定位,确立了战略目标,在企业
层、业务层、职能层三个层面为BYD公司新能源汽车制定了发展战略。最后,为
BYD公司新能源汽车发展战略制定了实施与保障措施,在企业文化与品牌建设、自
主创新、提升品质、人力资源与市场营销、建立战略控制体系、加强战略合作等
方面提出了建议
本文的创新点为:一是为BYD公司这一我国新能源汽车研发生产的领军企业
制定了新能源汽车业务的发展战略,并给出了相应的实施与保障措施;二是为行
业内其它汽车企业新能源汽车业务的开拓与发展提供了重要的借鉴参考价值
关键词:BYD公司;新能源汽车;发展战略;保障措施
ABSTRACT
In recent years, the traditional auto industry development in China encountered a
series of bottlenecks, such as environment pollution,energy crisis,traffic jam and high
traffic accident rate. Because of its clean environmental protection, independent on the
obvious advantages of traditional energy, new energy vehicles get more and more
attention of the world. China also launched a series of policies to support the
development of new energy vehicles industry vigorously. With the leading battery
technology advantage of the world, BYD is in a leading position in research and
development of the new energy vehicle in China. In front of the opportunity of the new
energy vehicles' rapid rising, BYD Company is also facing a series of internal and
external challenges in technical, marketing, competition and policy. Based on the above
background, this article will study of development strategy of new energy vehicles,in
order to Formulate appropriate development strategy for BYD new energy vehicles.
Main content of this article are as follows: first of all, analysis of the external
environment and internal conditions of BYD Company. External environment mainly
includes the macro environment and industry environment. Internal conditions mainly
include the company's resources and core competitiveness, and comprehensive analysis
of the company's external environment and internal conditions for comprehensive
evaluation by EFE matrix and IFE matrix. The analysis shows that BYD new energy
vehicles has both supporting policies and industry rapid development opportunities and
fierce competition both from home and abroad and consumers cognitive factors such as
inadequate,has both the advantages of technology, cost, innovation and the scale of
production, brand building, marketing services. Secondly,makes the choices of the
development strategy of BYD new energy vehicles. On the basis of analyzing the
external environment and internal conditions,it sets up the SWOT matrix, puts forward
the proposal on SO、WO、ST、WT strategy combinations, makes the enterprise, market
and product positioning,establishes the strategic goal, formulates the development
strategy on corporate level, business level and functions level. Finally, implement and
safeguard measure of BYD new energy vehicles development strategy is given,
including the construction of enterprise culture and brand, independent innovation,
improve quality, human resources and marketing, establish strategic control system and
strategic cooperation.
The mainly innovation points are: the first, formulating the development strategy
of new energy automotive business for BYD Company, who is the leader of new energy
vehicles industry in China, and making the implement and safeguard measures. The
second,providing important reference value for the other auto enterprises to develop
new energy vehicles business.
Key Words: BYD Company; New Energy Vehicles; Development Strategy;
Safeguard Measures