TJOL公司新能源汽车发展战略研究

发布时间：2018-01-03 20:22

本文关键词：TJOL公司新能源汽车发展战略研究　出处：《山东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：在能源供应紧张、交通拥堵和环境保护呼声日渐增强的背景下,传统汽车面临的转型发展压力逐渐增大,能耗小、低碳环保、经济实惠的新能源汽车越来越受到全球的关注。从英美、德法、日本等发达国家,到中国、印度等发展中国家,大型汽车制造企业积极开展研发,进军新能源汽车行业,政府纷纷出台配套支持措施,促进新能源汽车产业做大做强。在我国,在加快推进工业化进程的“中国制造2025”部署中明确将新能源汽车列入10大重点发展领域,新能源汽车被赋予了重大的产业发展使命。TJOL公司作为鲁中地区汽车行业的龙头之一,一直致力于新能源汽车的开发与研究,已形成电动汽车研发、生产及销售于一体的产业格局。在新能源汽车迅速崛起、方兴未艾的背景下,TJOL公司也面临着政策环境、核心技术、创新能力、营销等机遇和挑战,如何把新能源汽车迅速发展起来,形成企业新的利润增长极,成为企业当前面临的重要课题。基于以上背景,本文对TJOL公司新能源汽车业务结合企业所处背景、内部条件等开展发展战略研究,并试图为其制定科学、可行的发展战略。本文首先运用PEST分析法对TJOL公司所处的政治、经济、社会等外部宏观环境和技术、文化、营销等内部资源进行了分析总结,并通过建立内、外部因素评价矩阵分别进行了综合评价。然后,为TJOL公司新能源汽车的发展提出战略选择。依据前期基础分析,通过建立SWOT组合结构矩阵,分别给出战略组合建议,提出发展战略以积极拓展市场、加大投入、促进规模化发展为主要方向,以SO战略组合为主要战略导向,并确立了TJOL公司发展新能源汽车的战略目标,进行市场、企业与产品定位,制定了相应的发展战略。然后,在产品质量品质、技术创新、企业文化、战略控制和品牌建设等方面为发展战略制定相应的实施与保障措施。最后,得出结论、进行展望。
[Abstract]:In the energy supply, traffic congestion and environmental protection had increased under the background of transformation and development of traditional car facing increasing pressure, low energy consumption, low carbon environmental protection, the economic benefits of new energy vehicles more and more global attention. From the Anglo American, German, Japan and other developed countries to developing countries such as India China. Actively carry out research and development, large automobile manufacturing enterprises, to enter the new energy automotive industry, governments have introduced support measures to promote the new energy automotive industry bigger and stronger. In our country, accelerate the industrialization process in the "2025 China manufacturing" in the deployment of new energy vehicles will be included in the clear field of 10 key development, new energy vehicles are given the major mission of.TJOL industry development as one of the leading automotive industry in research and development, has been committed to the new energy vehicles, electric vehicles have been formed The pattern of industrial R & D, production and sales of new energy vehicles. In the rapid rise, just unfolding in the background, TJOL company is also facing the policy environment, the core technology, innovation ability, marketing opportunities and challenges, how to make the new energy vehicles developed rapidly, the formation of enterprise new profit growth pole, has become an important topic of enterprise at present. Based on the above background, this article on the TJOL company's new energy automobile business with the background, the internal conditions to carry out the research on the development strategy, and try to make scientific for the feasible development strategy. This paper use PEST analysis of TJOL company's political, economic, social and other external macro environment and technology, culture, marketing and other internal resources were analyzed and summarized, and through the establishment of internal and external factors evaluation matrix are evaluated. Then, the development of TJOL company of new energy vehicles Strategic choice is put forward. Based on the analysis of the foundation, through the establishment of SWOT matrix composite structure, were given the strategic combination proposal, put forward the development strategy to actively expand the market, increase investment, promote the scale development as the main direction to SO strategic combination as the main strategic direction, and established the strategic target, the development of new energy vehicles of TJOL company market, enterprise and product positioning, formulate the corresponding development strategy. Then, in product quality, technology innovation, enterprise culture, strategic control and brand establishment and implement corresponding safeguards for the development strategy. Finally, the conclusion and prospect.

【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471

【参考文献】