H公司客车业务竞争战略选择的研究
Research on the Choice of Competitive Strategy of
H Company's Bus Business
Abstract
With the increasing emphasis on energy conservation and emission reduction in the world ,
the control of carbon emissions and the development of a low-carbon economy have become a
global consensus. Automobiles are a key factor that relies heavily on petroleum energy and
cause global carbon emissions. The development of new energy vehicles has become an area of
fierce competition in various countries. In the future, new energy vehicles will have broader
development prospects, and new energy vehicles are the future. Development trend. At the
same time, affected by the country’s policy subsidies for new energy vehicles, more and more
companies have joined the domestic new energy vehicle industry, especially in the
fast-growing field of new energy buses. Not only are traditional bus companies actively
developing new technologies , Striving to consolidate the company's position in the market,
more energy companies focusing on new energy technologies have stepped down and joined
the field of vehicle manufacturing. The competition in the field of new energy buses is
extremely fierce. As a veteran car company, Company H does not have outstanding advantages
in new technology and capital. How to survive and seek development in the long-term
development of new energy vehicles in the future has very important practical significance for
the company.
This article takes H company as the research object, uses literature research method,
PSET analysis, five forces analysis method and others to analyze the internal and external
environment of H company in all aspects, and analyzes the company’s environment and its own
resource capabilities; Then, based on the company’s internal and external environment analysis
results, the SWOT analysis method is used to study the competition strategy of H company’s
bus business. Then, the internal and external situation of the company is quantitatively
evaluated through the SPACE matrix. Combined with the actual situation of the company, it is
proposed that H company should adopt the WO strategy, Through the above research,
formulate the future strategic plan of H enough company's bus business, and put forward the
safeguard measures to ensure the implementation of the strategy.
In the future, the bus business of company h will sink into the county bus field, improve
the bus sales volume and market share, so as to improve the operating revenue, increase the R &
D investment of the enterprise, obtain more customers with technology improvement and
quality assurance, and finally realize the purpose of long-term development of the enterprise.
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大连理工大学专业学位硕士学位论文
Key Words：Low-carbon economy; new energy vehicles; county bus; competitive
strategy
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H公司客车业务竞争战略选择的研究
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 选题背景及意义............................................................................................... 1
1.1.1 选题背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 1
1.2研究内容和研究方法.......................................................................................... 2
1.2.1 研究内容................................................................................................ 2
1.2.2 研究方法................................................................................................ 3
2 相关理论及文献综述.................................................................................................. 5
2.1 战略管理相关理论........................................................................................... 5
2.2 新能源汽车行业研究文献综述....................................................................... 7
3 H公司外部环境分析................................................................................................ 10
3.1 宏观环境分析................................................................................................. 10
3.1.1 政治环境.............................................................................................. 10
3.1.2 经济环境.............................................................................................. 11
3.1.3 社会文化环境...................................................................................... 12
3.1.4 技术环境.............................................................................................. 12
3.2 新能源客车行业分析..................................................................................... 13
3.2.1 行业现状.............................................................................................. 13
3.2.2 行业未来趋势...................................................................................... 17
3.3 行业竞争状况五力分析................................................................................. 18
3.3.1 现有行业内的竞争.............................................................................. 18
3.3.2 潜在进入者的威胁.............................................................................. 19
3.3.3 替代品的威胁...................................................................................... 20
3.3.4 买方的议价能力.................................................................................. 21
3.3.5 供应商的议价能力.............................................................................. 21
4 H公司内部环境分析................................................................................................ 22
4.1 H公司资源分析............................................................................................. 22
4.1.1 H公司物质资源分析.......................................................................... 22
4.1.2 H公司财务资源分析.......................................................................... 23
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。。。以下略