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广汽新能源电动汽车产品发展战略研究

时间:2020-08-04来源:发展战略

随着汽车保有量的不断增加,我国能源短缺和环境污染问题日益严峻,影 响经济良性发展,严重危害人体健康。我国在2015年发布了《中国制造2025》 报告,提出国家将全力支持电动汽车和燃料电池汽车的产业发展。面对国家在 新能源汽车政策上的大力扶持,广汽集团成立广汽新能源汽车公司,建设广汽 智联新能源汽车产业园,实现转型升级、抢占新能源汽车发展制高点。因此, 本文在新能源电动汽车发展的研究背景下,探讨广汽新能源电动汽车产品在面 对外部环境的威胁和内部环境的劣势下,应该如何利用外部环境的机遇和内部 环境的优势,制定广汽新能源电动汽车产品发展战略,保持产品竞争力。

广汽新能源电动汽车产品发展战略研究

随着汽车保有量的不断增加,我国能源短缺和环境污染问题日益严峻,影 响经济良性发展,严重危害人体健康。我国在2015年发布了《中国制造2025 报告,提出国家将全力支持电动汽车和燃料电池汽车的产业发展。面对国家在 新能源汽车政策上的大力扶持,广汽集团成立广汽新能源汽车公司,建设广汽 智联新能源汽车产业园,实现转型升级、抢占新能源汽车发展制高点。因此, 本文在新能源电动汽车发展的研究背景下,探讨广汽新能源电动汽车产品在面 对外部环境的威胁和内部环境的劣势下,应该如何利用外部环境的机遇和内部 环境的优势,制定广汽新能源电动汽车产品发展战略,保持产品竞争力。

本文从国内外新能源汽车政策和新能源汽车的发展历程出发,研究各类新 能源汽车的技术特点,探讨了我国新能源汽车研发格局为以纯电动汽车发展为 主的三纵三横发展战略。广汽新能源汽车公司定位于纯电动汽车,致力于开发 高智能、高续航和高品质的纯电动汽车。在集团支持和政府巨额补贴下,尽管 广汽新能源电动汽车销量日益增长,但产品仍然存在多种问题。经过调研公司 的产品开发流程后发现,由于三电等核心零部件的技术掌握在国外垄断零部件 工厂手里,产品缺乏竞争且零部件供应商议价能力较强,导致产品成本和品质 存在问题。中国宏观环境对汽车行业的发展影响巨大。经济环境方面,出现乘 用车与新能源汽车销量同时负增长。同时,随着双积分等促进发展政策,以及 放开股比等保持持续竞争的政策实施,汽车消费需求在一段时间内更加理性化; 社会环境方面,人们的购车理念发生较大的变化,出行方式更加的多样化,消 费者对汽车的需求更高;技术环境方面,随着“四化”的提出,未来的汽车将 向着电动、网联、智能和低碳化的汽车方向发展。企业内部方面,广汽新能源 公司既有雄厚的研发实力、世界领先的制造工厂等优势,也存在着产品价格高、


核心技术未完全掌握等劣势。通过分析,广汽新能源电动汽车产品需要利用自 身的优势,借助国家的大力扶持政策,实行增长型的产品发展战略。结合公司 自己的优势和产品特点,制定产品开发和一体化战略实施方案,以及企业文化、 规章制度等保障措施、保障战略方案的有效实施,为达成公司制定的发展目标 做好准备。广汽新能源汽车公司面对国家提出的“四化”发展趋势,以电动汽 车产品发展为研究切入点,根据国家政策的机遇和企业自身的优势,制定适合 的产品发展战略,为未来新能源汽车产业的发展提供参考和理论支持。

关键词:

新能源电动汽车产品,发展战略,战略管理,保障措施


Abstract

Research on Development Strategy of Electric Vehicle Products of

GACNE

With the continuous increase of car ownership, China's energy shortage and environmental pollution problems are increasingly serious, affecting the healthy development of economy and seriously endangering human health. In the report made in China 2025 released in 2015, China clearly pointed out that the development strategy of new energy vehicles will continue all the time, and the state will fully support the development of electric vehicles and fuel cell vehicles. In the face of the strong support from the state on the new energy vehicle policy, GAC group established GAC new energy vehicle company, built GAC intelligent new energy vehicle industrial park, realized transformation and upgrading, and seized the commanding point of the development of new energy vehicles. Therefore, under the research background of the development of new energy electric vehicles, this paper discusses how to make use of the opportunities of the external environment and the advantages of the internal environment to formulate the development strategy of new energy electric vehicles and maintain the competitiveness of the products.

Based on the domestic and foreign new energy policies and the development process of new energy vehicles, this paper studies the technical characteristics of all kinds of new energy vehicles, and discusses the three vertical and three horizontal development strategies of the development pattern of new energy vehicles in China, focusing on the development of pure electric vehicles. GAC New Energy Automobile Co., Ltd. is positioned as a pure electric vehicle and is committed to developing high intelligent, high endurance and high-quality pure electric vehicles. With the support of the group and huge government subsidies, despite the growing sales volume of GAC new energy electric vehicles, there are many problems with the products. After investigating the company's product development process, it is found that the cost and quality of the products are problematic due to the lack of competition and strong bargaining power of the parts suppliers due to the monopoly of the technology of core

hi


parts such as Sanye in foreign parts factories. China's macro environment has a huge impact on the development of the automobile industry. In terms of economic environment, there was a negative growth in sales of passenger cars and new energy vehicles. With the promotion of development policies such as double points, and the implementation of policies such as liberalizing share ratio to maintain sustained competition. In the aspect of social environment, people's car purchase concept has changed greatly, the way of travel has become more diversified, and the demand for cars is higher; in the aspect of technical environment, with the proposal of "four modernizations", the future cars will develop towards the direction of electric, Internet, intelligent and low-carbon cars. In terms of internal aspect, GAC new energy company has not only strong R & D strength, world leading manufacturing plant and other advantages, but also disadvantages such as high product price and incomplete grasp of core technology. Through analysis, GAC new energy electric vehicle products need to take advantage of their own advantages, and now the state vigorously supports policies to implement the growth oriented product development strategy. According to the company's own advantages and product characteristics, formulate the product development and integration strategy implementation plan, as well as corporate culture, formulate rules and regulations and other safeguard measures to ensure the effective implementation of the plan, so as to prepare for the realization of the company's future development goals. In the face of the nfour modernizationsn development trend proposed by the state, GAC new energy vehicle company takes the development of electric vehicle products as the research entry point, and according to the opportunities of national policies and the advantages of the enterprise itself formulates suitable product development strategies, which provides reference for the development of new energy vehicle products in the future and promotes the development of new energy vehicle industry.

Key words:

New energy electric vehicle products, development strategy, strategic management, Safeguard measures


第]章绪论 1

1.1研究背景与意义 1

1.2研究方法与内容 2

1.3文献综述与理论基础  5

2 广汽新能源电动汽车产品发展现状和问题分析 8

2. 1广汽新能源电动汽车产品概况  8

2.2广汽新能源电动汽车产品发展现状 10

2.3广汽新能源电动汽车产品发展存在的问题和原因分析....13

3 广汽新能源电动汽车产品发展战略环境分析 16

3. 1广汽新能源电动汽车产品发展外部环境分析  16

3.2广汽新能源电动汽车产品发展内部环境分析  26

3.3广汽新能源电动汽车产品发展SWOT分析  30

4 广汽新能源电动汽车产品发展战略制定及实施 39

4. 1广汽新能源电动汽车产品发展战略规划的目标  39

4.2广汽新能源电动汽车产品发展战略的选择 39

4.3广汽新能源电动汽车产品发展战略的实施  42

4.4广汽新能源电动汽车产品发展战略实施的保障措施  44


结论 46

参考文献 47

致谢 49

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