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论文编号：	12553
作者编号：	2320180483
上传时间：	2021/6/15 17:25:46
中文题目：	恒大新能源汽车发展问题与对策研究
英文题目：	Research on the Development Problems and Countermeasures of Evergrande New Energy Vehicle Group
指导老师：	马连福
中文关键字：	新能源汽车，纯电动汽车，造车新势力，商业模式
英文关键字：	new energy vehicle, battery electric vehicle, start-up vehicle manufacturer, business model
中文摘要：	随着全球环境问题日趋严重，汽车尾气排放治理成为世界各国开展环境保护工作的课题之一。然而，市面上燃油汽车和柴油汽车受到基本特性的影响，不能够实现零尾气排放，无法避免对于环境的污染。因此，新能源汽车的发展被各国提上日程。由于新能源汽车分类中的纯电动汽车具备零尾气排放，且电池成本可控的优势，在我国被列为重点发展对象，更被视为中国在汽车工业发展历程中超越欧洲、美国和日韩的绝好机会。为推动电动汽车的快速发展，我国制定了多项扶持和优惠政策组合，一方面促进传统车企转型发展电动汽车，另一方面吸引行业新进入者通过创新实现弯道超车。顺应国家政策导向和行业发展方向，成批的新进入者涌入汽车行业，形成了中国的造车新势力。这是一类致力于新能源汽车，特别是纯电动乘用车生产制造的企业。 恒大新能源汽车作为一家跨界造车新势力企业，依托于恒大集团在地产行业积累的品牌知名度，自进入汽车行业以来备受业界关注。本文首先分析了恒大新能源汽车发展的外部环境，通过对相关国家政策法规的解读以及新能源汽车发展和市场趋势预测的分析，阐明了研究对象恒大新能源汽车是处于市场空间充足，前景良好的发展环境中。同时，通过对竞争者的分析说明了竞争环境的激烈程度。在分析了外部发展环境之后，本文在对恒大新能源汽车内部发展现状分析以及SWOT分析的基础上，从竞争优势，市场试探和客户关系的角度总结出影响其发展的主要问题，并针对性地提出了适合恒大新能源汽车的具有可行性的对策建议，包括基于商业模式元素中合作伙伴角度的借力打造竞争优势，融合了商业模式中价值主张和价值配置元素的突出首款车型的研发重点，以及融合了商业模式中客户关系，分销渠道和收入模型元素的关注客户实现购买。最后，本文从可持续发展的角度提出了四点建议，以期恒大新能源汽车得以实现可持续发展。笔者希望本文可以有助于恒大新能源汽车开拓发展路径，实现其战略目标，引领中国新能源汽车行业的发展。
英文摘要：	With the global environmental problems becoming more and more serious, automobile exhaust emission control is listed as one key topic of environmental protection all over the world. Limited by the basic characteristics, internal-combustion-engine (ICE) vehicles cannot achieve zero exhaust emission without any pollution to the environment. Therefore, new energy vehicles become the trend of development in various countries. Due to the advantages of zero exhaust emission and controllable battery cost, the development of battery electric vehicle (BEV), which is in the classification of new energy vehicle, is listed as key development project in China. Moreover, BEV is regarded as an excellent opportunity for China to surpass Europe, the United States, Japan and South Korea in the automobile industry. In order to promote the rapid development of electric vehicles, China has formulated a number of support and preferential policies to push the transformation of traditional vehicle manufacturers from ICE vehicles production to electric vehicles production, as well as to attract new entrants to realize overtaking in corners through innovation. In line with national policy guidance and industry development direction, mass of new entrants rushed into vehicle industry, becoming the start-up vehicle manufacturers, a type of enterprises focusing on production of new energy vehicles, especially battery electric vehicles. As a cross-border new force of vehicle manufacturers, Evergrande New Energy Vehicle Group Limited (Evergrande NEV) has attracted much attention since it entered the automobile industry relying on the brand awareness accumulated in the real estate industry. This paper first analyzes the external environment of the development of Evergrande NEV. Through the interpretation of relevant national policies and regulations, as well as the analysis of the development and market trend of new energy vehicles, this paper clarifies that the research object, Evergrande NEV is in the development environment with sufficient market space and good prospects. Meanwhile, it shows that the competitive environment is very fierce by analyzing the competitors. After analyzing the external development environment, basing on the analysis of internal development status and SWOT of Evergrande NEV, this paper summarizes the main problems affecting its development from the perspective of competitive advantage, market trial and customer relationship, and puts forward feasible countermeasures and suggestions for Evergrande NEV, including building competitive advantages from the perspective of partners in business model elements, highlighting the research and development focus of the first model from the perspective of integrating the value proposition and value configuration in the business model elements, as well as realizing purchase by focusing on customers from the perspective of combining the business model elements of customer relationship, distribution channel and revenue model. Finally, this paper puts forward four suggestions from the perspective of sustainable development, so as to realize the sustainable development of Evergrande NEV. The author hopes that this paper can help the research object to explore more development path, achieve its strategic objectives, and lead the development of new energy vehicle industry in China.
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