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论文编号：	10796
作者编号：	2120163145
上传时间：	2018/12/11 9:32:04
中文题目：	新能源时代DA汽车集团的环境挑战与对策研究
英文题目：	Research on DA Group’s Environment Challenge and Countermeasure under New Energy Era
指导老师：	杨俊
中文关键字：	新趋势；战略对策；新能源
英文关键字：	New trend; countermeasure; New Energy
中文摘要：	长期以来，世界汽车工业格局相对稳定，由美国、德国和日本为代表的汽车工业强国的著名品牌引领着世界潮流和行业的前进方向。在国内市场上，中外合资车企的产品是市场的主力军，外资品牌多年来深耕中国市场并在华投资建厂，利用各种经济、政策、技术和社会优势获利颇丰。 然而随着新能源和新技术的开发，汽车产业的产品、商业模式以及行业格局有望发生根本性变化。昔日获利颇丰的外资车企在当前繁荣的局势下有可能在不远的将来受到来自各个方面的冲击，面临风险及挑战。在燃油车仍然占据市场主要份额的背景下，通过分析可以发现整体汽车销量增长持续放缓，但是新能源车销量和增速却稳步提升。并且在新能源车领域，国产自主品牌已经可以和传统外资车企进行强有力的竞争。而外资车企在新能源车领域却起步较晚，仍然沉溺于燃油车时代的辉煌中。这其中由以龙头企业DA汽车集团为典型，对于外资在华车企来说，想要在未来的“新能源时代”的危机和挑战下继续领跑，就必须做出正确和及时的战略对策。 文章以外资在华车企的典型代表DA汽车集团研究对象，分析了DA汽车集团正在或将要受到的挑战与风险的内部与外部成因。在找到风险与挑战的成因后，对于DA汽车集团目前身处的市场环境和行业特点进行了分析，并且分别运用波特五力模型和SWOT模型进行了行业竞争状况分析和自身的优势、劣势、机遇、威胁分析。随后基于上述分析，整理并合理预测了未来的行业新趋势,之后根据新趋势制定了企业应该采取的战略对策，最后根据战略对策提出了实施方案。 结论部分总结全文并提出了相关结论，希望给汽车产业中相关企业，一点建议和启示。
英文摘要：	For a long time, the status of global auto-industry is comparatively stable. World trend and industry direction is leading by famous brands from powerful countries such as U.S., Germany and Japan. In Chinese market, joint-venture product is the major power. Through all these years, foreign brands focus deeply on Chinese market and setting up factories for gaining much benefits by taking advantages of economy, policy, technology and society. But, with the development of new energy and technology, it is very possible that the product, business pattern and industry situation will be changed. Under current positive situation, foreign automobile enterprises with great benefits in the past may face impact from different direction and this may lead to risks and challenges. Through analysis, it shows that sales amount for automobile is slowing down while for new energy vehicle is accelerating stably. Otherwise, in NEV area, it is able for Chinese local brand to compete with traditional foreign brands powerfully. Foreign automobile enterprises started late in NEV area and still indulged in past success. Among all of the, DA Group, the leading enterprise in the industry, is a typical example. And for foreign automobile enterprises, they must come up with correct and timely strategic countermeasures if they want to keep taking lead under new energy era in future. Taking DA Group as the object, this article analyzed the inner and outer reason for risks and challenges. After that, writer analyzed the market environment and industry pattern for DA Group. And then analyzed both competition structure and DA Group’s strength, weakness, opportunity and threat with five-force and SWOT tool. After that, based on above analysis, writer then analyzed new trend in future. And then, based on new trend, writer made countermeasures. Finally, the writer illustrated how to proceed the counter measure. At the end of this article, the conclusion was made. For related enterprises in automobile industry, this article may bring some useful suggestion.
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