随着共享经济的发展和移动互联网技术的成熟，互联网＋新能源汽车分时租赁 业务应运而生。它是汽车租赁的一种创新形式，利用移动互联网手机终端实现车辆 租赁的全过程。当前，该行业还处于发展初期，多数运营商都在探索阶段，应用范 围主要集中在一线（北京、上海、深圳等）、二线（武汉、青岛等）城市。互联网＋ 新能源汽车分时租赁不仅为人们出行提供便利，而且也为社会节约了资源。 通过目前正在运营的几个新能源汽车分时租赁企业来看，运营中的企业基本处 于亏损状态，每年均有停运甚至倒闭现象发生。本文选择了国内较早、运行时间较 长的共享汽车运营平台——H公司为研究主体，通过问卷调查、用户访谈等方式， 深入探讨H公司互联网＋新能源汽车分时租赁运营模式。结合PSET宏观环境和五力 模型分析，研究H公司的竞争态势，进而总结出H公司互联网＋新能源汽车分时租 赁发展过程中存在的基础设施薄弱、汽车网点分布不均匀、安全性能低、市场监督 力度小、后期服务保障不到位等问题。针对这些问题，本文结合迈克尔·波特的竞 争战略理论，为H公司制定了长远的竞争战略计划，分时段提出了降低运营成本、 聚焦目标消费群、建立用户奖惩机制、增强用户粘性、拓宽产品渠道等战略优化建 议，以推动H公司互联网＋新能源汽车分时租赁走上正轨，争做互联网＋新能源汽 车分时租赁行业的佼佼者。 关键词：互联网＋；新能源汽车；分时租赁；竞争战略 II Abstract With the development of sharing economy and the maturity of mobile Internet technology, time-sharing rental business of Internet + new energy vehicles emerges at the historic moment. It is an innovative form of car rental, the use of mobile phones to achieve the whole process of car rental. At present, the industry is still in the early stage of development, most operators are in the exploration stage, the application scope is mainly concentrated in the first-tier (Beijing, Shanghai, Shenzhen, etc.) and second-tier (Wuhan, Qingdao, etc.) cities. Internet + new energy car time-sharing rental not only provides convenience for people to travel, but also saves resources for the society. From the perspective of several time-shari leasing enterprises of new energy vehicles currently in operation, it can be seen that the enterprises in operation are basically in a state of loss, and the phenomenon of suspension or even bankruptcy occurs every year. In this dissertation, H company, an early and long-running car-sharing operation platform in China, is selected as the main body of the study, and H company's time-sharing operation model of Internet + new energy vehicles is thoroughly discussed through questionnaires, user interviews and other means. Based on the analysis of PEST macro environment and five forces model, this dissertation studies the competitive situation of H company, and then summarizes the problems existing in the development process of H company's Internet + new energy automobile time-sharing lease, such as weak infrastructure, uneven distribution of automobile outlets, low safety performance, little market supervision, and inadequate service guarantee in the later stage. To solve these problems, based on Michael porter's competitive strategy theory, competitive strategy for H company established a long-term plan, puts forward the different time periods to reduce operating costs, focus on target customers, establish user rewards and punishment mechanism, enhance the user loyalty, widen the channel of the products, such as strategic optimization Suggestions, to promote the Internet + H company of new energy car rental points on the right track, and strive to become the industry leader in the Internet + new energy car rental business. Key words: Internet；new energy vehicles; time-sharing leasing; operation situation III 目 录 第1章 绪论 ........................................................... 1 1.1 研究背景 ...................................................... 1 1.1.1 “互联网＋”引领经济创新发展 ............................. 1 1.1.2 共享经济迅速发展 ......................................... 1 1.1.3 新能源汽车发展前景广阔 ................................... 2 1.1.4 互联网＋新能源汽车分时租赁兴起 ........................... 3 1.2 国内外研究动态 ................................................ 3 1.2.1 国外研究动态 ............................................. 3 1.2.2 国内研究动态 ............................................. 4 1.3 研究的目的与意义 .............................................. 4 1.3.1 研究目的 ................................................. 4 1.3.2 研究意义 ................................................. 5 1.4 研究思路及方法 ................................................ 5 1.4.1 研究思路 ................................................. 5 1.4.2 研究方法 ................................................. 6 第2章 相关理论 ....................................................... 8 2.1 “互联网＋”应用特点 .......................................... 8 2.1.1 融合性 ................................................... 8 2.1.2 创新性 ................................................... 8 2.2 新能源汽车分时租赁特点 ........................................ 9 2.2.1 新能源汽车绿色无污染 ..................................... 9 2.2.2 满足人们个性化需求 ....................................... 9 2.3 竞争战略 ...................................................... 9 2.3.1 波特五力模型 ............................................ 10 2.3.2 三种基本竞争战略 ........................................ 10 2.4 PEST分析 ..................................................... 10 2.4.1 政治环境（Political） ................................... 10 2.4.2 经济环境（Economic） .................................... 11 2.4.3 社会环境（Social） ...................................... 11 2.4.4 技术环境（Technologieal） ............................... 12 2.5 SWOT分析 ..................................................... 12 2.5.1 优势与劣势分析 .......................................... 12 IV 2.5.2 机会与威胁分析 .......................................... 12 第3章 H公司互联网＋新能源汽车分时租赁运营模式分析 ................... 14 3.1 互联网＋新能源汽车行业发展现状概况 ............................ 14 3.2 H公司发展现状 ............................................... 14 3.2.1 H公司融资情况 ........................................... 14 3.2.2 H公司分时租赁设计及盈利情况 ............................. 15 3.3 H公司运营模式分析 ............................................ 16 3.3.1 运营模式特点 ............................................ 16 3.3.2 影响H公司运营模式的关键因素 ............................ 16 3.3.3 总结 .................................................... 17 第4章 H公司互联网＋新能源汽车分时租赁用户市场调研 ................... 19 4.1 问卷调查 ...................................................... 19 4.1.1调查问卷的设计及组织实施情况 ............................. 19 4.1.2 对H公司新能源汽车分时租赁的满意度测评分析 .............. 19 4.2 相关人员访谈 .................................................. 25 4.2.1 访谈对象 ................................................ 25 4.2.2 访谈结果总结 ............................................ 26 第5章 H公司互联网＋新能源汽车分时租赁竞争态势分析 .................. 27 5.1 H公司互联网＋新能源汽车分时租赁宏观环境PEST分析 ............. 27 5.1.1 政治（Politics）环境 .................................... 27 5.1.2 经济（Economy）环境 ..................................... 27 5.1.3 社会（Society）环境 ..................................... 28 5.1.4 技术（Technology）环境 .................................. 28 5.2 H公司互联网＋新能源汽车分时租赁五种竞争作用力分析 ............ 29 5.2.1 潜在入侵者 .............................................. 29 5.2.2 替代品的威胁 ............................................ 30 5.2.3 现有企业间的竞争 ........................................ 30 5.2.4 供方议价能力 ............................................ 30 5.2.5 买方议价能力 ............................................ 31 5.3 H公司分时租赁与同行业其他公司竞争优劣势对比 .................. 31 5.3.1 与法国Autolib的竞争优劣势对比 .......................... 31 5.3.2 与Gofun出行的竞争优劣势对比 ............................ 31 5.4 H公司互联网＋新能源汽车分时租赁SWOT分析 ..................... 32 5.5 H公司互