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论文编号：	12077
作者编号：	2320180324
上传时间：	2020/12/11 15:27:37
中文题目：	力信能源公司业务竞争战略研究
英文题目：	Research on the Business-level Competitive Strategy of eTrustpower
指导老师：	周楠
中文关键字：	锂离子电池企业；竞争战略；STP理论；价值链
英文关键字：	Lithium-ion battery enterprise；Competitive strategy；STP theory；Value chain
中文摘要：	在产业升级和能源供给安全以及绿色环保的多重政策影响下，新能源汽车产业在全球各个国家都呈现出高速发展的趋势。锂离子电池是新能源汽车的动力输出核心部件，自2010年以来，从事锂离子电池的研发、生产制造和销售的新建企业数量迅速增加，同时资本市场对其关注度显著提高。我国也同时成为锂离子电池制造大国，与日本、韩国在电池制造行业形成三分天下的格局，目前欧洲从国家战略上也在大力投建锂离子电池企业，未来或许会形成新的竞争态势。本文以锂离子电池制造企业力信能源科技（江苏）有限责任公司（以下简称“力信能源”）为研究对象，基于业务层面竞争战略理论和STP定位理论，结合公司发展历程和现状，通过对公司中高层管理人员的访谈以及市场数据整理，结合战略分析工具对公司发展面对的内外部环境和自身资源情况进行分析，为企业提出新的竞争战略和运营、销售、人力资源和财务的职能实施保障措施，并为同领域同类型的企业提供借鉴。 本文主要进行了以下几个方面的工作：第一，力信能源公司现状和发展历程的调查，了解经营困局。第二，力信能源发展所处的内外部环境分析，外部环境分析中利用PEST分析行业宏观环境、波特五力模型分析企业发展产业竞争环境；内部环境分析中利用价值链分析法了解企业内活动的价值组成和企业行业价值链的情况；利用SWOT分析企业面临的机会和威胁。第三，结合锂离子电池的应用行业，运用STP理论确定了业务定位，并制定了总成本领先的竞争战略以解决经营困局，并结合低成本驱动因素，重新调整了企业价值链。第四，分别从企业主要活动和辅助活动角度制定了运营、销售和人力资源、财务的战略实施措施保障总成本领先的战略实施。 本文的创新点如下，通过对企业现状及发展背景的了解和面向未来的内外部环境分析，结合STP定位理论和竞争战略理论选择总成本领先战略作为力信能源公司的竞争战略。
英文摘要：	Industrial upgrading and energy supply security, and environmental protection, new energy vehicle industry presents the trend of the high-speed development in all countries under the influence of the multiple policies. Lithium-ion battery as the core components of the power output of new energy vehicles, since 2010, the number of new companies engaged in research, development, manufacturing and sales of lithium-ion batteries has increased rapidly, while attracted significant attention in the capital markets. At the same time, China has also become a major manufacturer of lithium ion batteries, with Japan and South Korea occupying three parts of the world in the battery manufacturing industry. At present, Europe is also vigorously investing in the establishment of lithium ion battery enterprises from the perspective of national strategy, which may form a new competitive situation in the future. This paper takes eTrustpower Group Ltd., (hereinafter referred to as eTrustpower) as the research object, a manufacturer of lithium ion batteries, Based on business level competitive strategy theory and STP positioning theory, combined with the company development history and the status, through the interview of company mid-level managers and market data collection, strategic analysis tools for the company's development in the face of internal and external environment and their own resources were analyzed, Propose new competitive strategy for enterprises, meanwhile, the paper also provides the safeguards of enterprise operation、sales、human resources and finance functions to ensure competitive strategy execution, it’s also the reference for the same field and the same type enterprises. This paper has accomplished mainly the several steps as follows, First, the investigation of the current situation and development history of eTrustpower to understand the operating difficulties. Second, it analyzes the internal and external environment of enterprise development, uses the Five Forces model and PEST to analyze the macro environment and industrial competition environment of enterprise development, uses the value chain analysis to understand the value composition of intra-enterprise activities and the status of the enterprise industry value chain, and uses SWOT analysis to analyze the opportunities and threats faced by the enterprise. Third, combined with the application industry of lithium ion battery, STP theory was used to determine the business positioning, and the overall cost leadership strategy was formulated to solve the current business difficulties, and combined with the low cost driving factors, the enterprise value chain was readjust. Fourth, enterprise operation, sales and human resource, finance management are formulated respectively from the perspective of main activities and auxiliary activities to ensure the strategy implementation of overall cost leadership competitive strategy. The innovation of this paper, through the understanding of enterprise present situation and the development background and the future of internal and external environmental analysis, combining the theory of STP positioning and competitive strategy theory, overall cost leadership strategy is chosen as the eTrustpower's business-level competitive strategy.
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