借着新能源汽车产销量不断攀升的东风，作为新能源汽车核心部件的动力锂 电池也在飞速发展。我国动力电池企业在全球动力电池行业中已占据重要位置， 2017 年 ND 公司的动力电池出货量超越松下成为全球第一。随着补贴退坡，海外 动力电池企业进军中国市场，国内动力电池市场的竞争将变得异常激烈。因此对 于 ND 公司来说，为了保持行业领先地位，企业发展战略的选择和实施就显得极 为重要。 论文以 ND 公司为研究对象，首先运用 PEST 分析模型和波特五力模型对 ND 公司所处的宏观环境和动力锂电池行业的竞争环境进行了分析；其次，从公司主 营业务、经营状况、人力资源、研发能力、产业整合能力、成本管控能力等方面 对 ND 公司进行内部条件分析；接着，运用 SWOT 对影响公司发展的优势劣势、面 临的机会、威胁进行综合分析，进而进行战略定位和选择，最后提出战略实施及 保障措施。 论文提出，ND 公司总体战略应采用主导业务多元化战略、纵向一体化战略 和国际化战略，业务战略应采用成本领先战略和差异化战略，职能战略应采用技 术战略、人才战略及财务战略。其中技术战略为公司发展战略重点，ND 公司将 通过持续的研发投入，保证产品性能和技术的领先性，同时前瞻布局下一代锂电 技术，以此巩固动力锂电龙头的市场地位。本文的研究结论，可以为我国动力电 池企业的发展提供参考，从而促进动力电池行业整体核心竞争力的提高。 关 键 词，ND 公司，动力锂电池，新能源汽车，发展战略 论文类型，应用/专题研究浙江工业大学硕士学位论文 新能源动力锂电池企业ND公司发展战略研究 II RESEARCH ON THE DEVELOPMENT STRATEGY OF ND NEW ENERGY LITHIUM-ION POWER BATTERY COMPANY ABSTRACT Thanks to the rising production and sales of the new energy vehicles, the lithium-ion power batteries as the core components of new energy vehicles are also developing rapidly. The power battery enterprises from China have occupied an important position in the global power battery industry. In 2017, the power battery shipments of ND company surpassed Panasonic’s, so ND company became the world’s first. As subsidies recede and overseas battery companies enter the Chinese market, competition in the domestic power battery market will become extremely fierce. Therefore, it’s important to formulate and implement the enterprise development strategy for ND company in order to maintain its leading position in the power battery industry. This paper takes ND company as the research object. First, it analyzes the macro environment of ND company and the competitive environment of lithium-ion power battery industry by using PEST model and Porter’s five-force model. Secondly, it analyzes ND company’s internal condition from the company’s main business, operating conditions, human resources, research and development ability, industry integration ability, cost control ability and so on. Thirdly, it applies SWOT to analyze the company’s strengths, weaknesses, opportunities and threats. Then it makes strategic orientation and choice. At last, it puts forward strategy implementation and safeguard measures. This paper proposes that ND company should adopt leading business diversification strategy, vertical integration strategy and internationalization strategy浙江工业大学硕士学位论文 新能源动力锂电池企业ND公司发展战略研究 III as its overall strategies. Business strategies should adopt cost leading strategy and differentiation strategy, and functional strategy should adopt technology strategy, talent strategy and financial strategy. The technology strategy is the focus of the company’s development strategies. ND company will invest in research and development continuously to ensure the product performance and technology advance. It will also look forward to the layout of the next generation of power battery technology so as to consolidate the leading position of power battery market. The research conclusion of this paper can provide reference for the development of power battery enterprises in China,thus promoting the improvement of the overall core competitiveness of power battery industry. KEY WORDS: ND Company; Lithium-ion Power Battery; New Energy Vehicle; Development Strategy TYPE OF THESIS: Application Research浙江工业大学硕士学位论文 新能源动力锂电池企业 ND 公司发展战略研究 IV 目 录 1 绪论.........................................................................................................1 1.1 研究背景.............................................................................................................1 1.2 研究意义.............................................................................................................2 1.3 研究目标.............................................................................................................2 1.4 研究思路与框架.................................................................................................2 1.4.1 研究思路......................................................................................................2 1.4.2 研究框架......................................................................................................3 1.5 研究方法.............................................................................................................4 2 理论研究与综述 ....................................................................................5 2.1 企业战略管理概念.............................................................................................5 2.2 战略分析工具.....................................................................................................6 2.2.1 PEST 分析 ....................................................................................................6 2.2.2 波特五力模型..............................................................................................6 2.2.3 SWOT 分析 ..................................................................................................7 2.3 国内外动力锂电池研究综述.............................................................................7 2.3.1 国外研究综述..............................................................................................7 2.3.2 国内研究综述..............................................................................................8 2.4 国内外动力锂电池企业发展战略选择.............................................................9 3 企业外部环境分析 ..............................................................................12 3.1 宏观环境分析...................................................................................................12 3.1.1 政治环境....................................................................................................12 3.1.2 经济环境....................................................................................................13 3.1.3 社会环境....................................................................................................16 3.1.4 技术环境....................................................................................................17 3.2 行业环境分析....................................................................................................19 3.2.1 行业环境概述............................................................................................19 3.2.2 行业五力模型分析....................................................................................23 4 企业内部条件分析 ..............................................................................28 4.1 公司基本情况...................................................................................................28 4.1.1 公司简介....................................................................................................28 4.1.2 公司发展历程............................................................................................28 4.1.3 公司主营业务............................................................................................28 4.1.4 公司经营状况............................................................................................30 4.1.5 公司人力资源............................................................................................31 4.1.6 组织结构....................................................................................................32 4.2 公司核心竞争力...............................................................................................33 4.2.1 研发能力....................................................................................................33 4.2.2 技术专利....................................................................................................36浙江工业大学硕士学位论文 新能源动力锂电池企业 ND 公司发展战略研究 V 4.2.3 产业链整合能力.........................................................................................37 4.2.4 成本管控能力............................................................................................40 4.2.5 生产质量体系............................................................................................42 4.3 公司 SWOT 分析 .............................................................................................42 4.3.1 公司内部优势............................................................................................42 4.3.2 公司内部劣势............................................................................................43 4.3.3 公司外部机会............................................................................................44 4.3.4 公司外部威胁............................................................................................45 5 公司战略制定 ......................................................................................49 5.1 公司愿景及使命...............................................................................................49 5.2 公司战略目标...................................................................................................49 5.3 总体战略...........................................................................................................49 5.3.1 主导业务多元化战略................................................................................50 5.3.2 纵向一体化战略........................................................................................51 5.3.3 国际化战略................................................................................................52 5.4 业务战略...........................................................................................................53 5.4.1 成本领先战略............................................................................................53 5.4.2 差异化战略................................................................................................55 5.5 职能战略...........................................................................................................56 5.5.1 技术战略....................................................................................................56 5.5.2 人才战略....................................................................................................58 5.5.3 财务战略....................................................................................................58 6 战略实施与保障 ..................................................................................59 6.1 加快产能布局...................................................................................................59 6.2 持续加大研发投入...........................................................................................59 6.3 保障产品安全性...............................................................................................59 6.4 升级动力电池产线...........................................................................................59 6.5 强化品质管理...................................................................................................60 6.6 强化人才引进与培养.......................................................................................60 6.7 健全激励奖励模式...........................................................................................60 结论...........................................................................................................62