摘要
随着社会和经济发展，“碳”消耗逐渐增加，导致全球变暖，给人们的生活
造成巨大影响。能源消耗过度和环保问题对可持续发展目标产生负面影响，于
是，发展低碳经济、绿色环保逐步成为世界共识。未来低碳经济发展的关键核心
在于，一是提高现有能源利用率，二是提高清洁能源占比。近年来，中国汽车产
业迅猛发展，汽车产销数量实现高速增长。但这也带来一系列负面问题，如过度
消耗能源、环境、交通拥堵等。尤其是能源消耗和环境污染，已成为严重阻碍中
国汽车产业发展的重要因素。因此，政府提出“节能和新能源汽车战略”，从政
策层面支持中国汽车产业转型，促使新能源汽车实现自主研发、产业化发展等。
多年来，我国新能源汽车市场销量不断扩大，已连续三年销售量超过100万
辆。以2021年为例1-9月份销量已超过215万辆，销售量的持续增长在带动新
能源汽车产业化发展的同时，也加剧了市场竞争激烈程度。在此背景下，探讨企
业如何在激烈的市场竞争中取得长足发展显得尤为必要。本文以FS新能源汽车
公司为研究对象，以企业战略管理理论为支撑，通过分析公司当前所面临的复杂
环境，制定公司竞争战略，确保企业能在复杂的市场竞争中取得长足发展。
本文分析和总结了当前国内外新能源企业竞争战略的研究成果，指出当前研
究中的不足并提出本文的研究创新之处，同时选取FS新能源汽车公司为研究对
象，多维度分析总结并对企业竞争能力进行有效分析和评价，旨在提升企业核心
竞争力。最后，本文结合对FS新能源汽车公司成本领先战略的评价，构建企业
成本领先战略实施策略。
本文深入探索FS新能源汽车现状和公司在未来竞争中所面临的内外部环
境，运用SWOT、PEST等工具，分析公司具有的优势、劣势以及面临的机遇、挑
战等。通过综合分析评估，制定并选择适合FS新能源汽车公司的竞争战略，从
而提出实施成本领先战略，构建FS新能源汽车公司内部核心竞争力及创新型发
展的新思路。
关键词：FS新能源汽车；竞争战略；SWOT分析；成本领先战略
II

Abstract
The development of society and economy makes people consume more "carbon",
which leads to global warming and has a great impact on people's life.Excessive energy
consumption and environmental problems have a negative impact on sustainable
development. Therefore, the development of low-carbon economy and green
environmental protection has gradually become a world consensus.The key core of the
future development of low-carbon economy lies in the improvement and optimization of
energy utilization efficiency and the cleaning of energy composition. In recent years,
China's automobile industry has developed rapidly, and automobile production, sales and
ownership have increased rapidly. But it also brings a series of negative problems, such
as excessive energy consumption, environment, traffic congestion and so on. In particular,
energy consumption and environmental pollution have become important factors that
seriously hinder the development of China's automobile industry. Therefore, the
government proposed the "energy saving and new energy vehicle strategy" to support the
transformation of China's automobile industry from the policy level and promote the
independent research and development and industrialization of new energy vehicles.
Over the years, China's new energy vehicle market has been expanding, and the sales
volume has exceeded 1 million for three consecutive years.In the first three quarters of
2021 alone, the sales of new energy vehicles exceeded 2.15 million, a year-on-year
increase of 1.9 times. The continuous growth of sales volume will not only drive the
industrialization of new energy vehicles, but also aggravate the fierce market competition.
In this context, it is particularly necessary to explore how enterprises make great progress
in the fierce market competition. This paper takes FS new energy vehicle company as the
research object, supported by enterprise strategic management theory, analyzes the
complex environment faced by the company, formulates the company's competitive
strategy, and ensures that the enterprise can make great progress in the complex market
competition.
This paper analyzes and summarizes the current research results of competitive
strategy of new energy enterprises at home and abroad, points out some deficiencies in
the current research, defines the innovation of this paper, and selects FS company as the
research object,carry out multi-dimensional analysis and summary, and effectively
III

analyze and evaluate the competitiveness of enterprises, in order to improve the core
competitiveness of enterprises. Finally, combined with the evaluation of FS new energy
vehicle company's cost leadership strategy, this paper constructs the implementation
strategy of enterprise cost leadership strategy.
This paper deeply explores the current situation of FS new energy vehicles and the
internal and external environment faced by the company in the future competition. SWOT,
PEST and other tools are used to analyze the advantages, disadvantages, opportunities
and challenges faced by the company.Through comprehensive analysis and evaluation,
formulate and select the competitive strategy suitable for FS new energy vehicle company,
so as to put forward a new idea of implementing the cost leading strategy and building
the internal core competitiveness and innovative development of FS new energy vehicle
company.
Keywords: FS new energy vehicle; Competitive strategy; SWOT analysis;
Cost leadership strategy.
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