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论文编号：	13476
作者编号：	2320200462
上传时间：	2022/12/3 15:46:44
中文题目：	BYD公司电动汽车业务竞争战略研究
英文题目：	Research on The Competitive Strategy of BYD Electric Vehicle Business
指导老师：	柳茂平
中文关键字：	BYD 公司；电动汽车；竞争战略；广泛化成本领先战略
英文关键字：	BYD Company; Electric vehicles; Competitive strategy; Extensive cost leadership strategy
中文摘要：	电动化是汽车产业新一轮技术革命和产业变革的必然趋势，电动汽车产业也是我国建设汽车强国的战略性新兴产业，BYD公司则是目前国内乃至全球电动汽车产业中的领军企业。本文旨在以BYD公司电动汽车业务为研究对象，针对其业务竞争战略这一核心命题，力求为BYD公司提供竞争战略参考，同时也希望为其它电动汽车企业或更大范围的汽车企业、汽车行业相关机构提供借鉴和案例。 本文综合运用文献研究法、演绎研究法等研究方法，进行了内外部环境分析、企业竞争战略等相关理论的回顾，尤其是重点针对波特竞争战略理论、竞争的层次性和结构性、价值链理论、战略资源理论和核心能力理论等进行系统回顾。运用理论着重针对BYD公司电动汽车业务的宏观环境、产业竞争环境、产业演变等外部环境，以及产品市场、生产制造等内部环境，进行了全面分析。此基础上，对于BYD公司电动汽车业务的竞争范围和竞争优势分别进行了战略选择。在确定的竞争战略下，作为战略生成的核心部分，针对价值链、核心能力和战略资源的不同层次结构，运用战略理论进行分析和措施制定，形成用于战略实施的系统方案。最后，针对本文的全部研究情况予以总结。总体而言，BYD公司电动汽车业务的竞争战略应选择广泛化成本领先战略。为了创造竞争优势并可持续的确保竞争优势，应针对性地进行价值链分析和价值链构建，并明确关键细分活动，尤其是采取优化生产制造产能规模等系统措施。同时，BYD 公司应加快构建整车生产 制造实际总产能等战略资源和顾客满意度及敏感点定义等核心能力，着重避免 “战略近视”，需致力于构建面向竞争并赢得竞争的长远优势。 本文围绕电动汽车产业这一热点产业领域开展研究，选取行业领军领先的BYD公司作为研究对象，针对其电动汽车业务竞争战略形成战略选择、战略层次 方案等相关研究成果，有较强参考和代表意义，可为BYD公司、其它电动汽车企业、汽车企业及汽车行业相关方提供研究实践案例。
英文摘要：	Electrification is the inevitable trend of a new round of technological revolution and industrial transformation in the automotive industry. The electric vehicle industry is also a strategic emerging industry for China to build an automobile power. BYD is currently the leading enterprise in the domestic and even global electric vehicle industry. This thesis aims to take BYD's electric vehicle business as the research object, directing at the core proposition of its business competition strategy, and strives to provide BYD with a reference for its competition strategy, and also hopes to provide reference and cases for other electric vehicle enterprises or a wider range of automobile enterprises and relevant institutions in the automobile industry. This thesis integrates the research methods of literature research, investigation research, case study, deductive research and forward-looking research to review the relevant theories of enterprise strategy, internal and external environment analysis, enterprise competitive strategy, and focuses on the analysis of internal and external environment of BYD's electric vehicle business. On this basis, the competitive scope and competitive advantage of BYD's electric vehicle business were strategically selected, and the strategic implementation plan was made according to different hierarchies of value chain, core competence and strategic resources.BYD electric vehicle business selects the extensive strategy for the scope of competition of its electric vehicle business, and the cost leadership strategy for its competitive advantage, which is the extensive cost leadership strategy. In order to create competitive advantages and ensure sustainable competitive advantages, value chain analysis and value chain construction should be carried out in a targeted manner, and key segmentation activities should be defined, especially by taking systematic measures such as optimizing the scale of production and manufacturing capacity, strengthening the research and development of electric vehicle model platforms, and promoting the collaboration between production, manufacturing, marketing and sales. At the same time, based on the identification of strategic resources and core capabilities of BYD's electric vehicle business, it is necessary to accelerate the construction of strategic resources such as the actual total production capacity of vehicle manufacturing and other core capabilities such as customer satisfaction and the definition of sensitive points. It is emphasized that BYD should avoid "strategic myopia" caused by market competition, and should be committed to building a long-term competitive advantage. This thesis focuses on the electric vehicle industry, a hot industry field, and selects BYD Company, the industry leader, as the research object. It has strong reference and representative significance to form the established research results for its electric vehicle business competition strategy, which can provide research practice cases for BYD Company, other electric vehicle company, automobile company and relevant parties in the automobile industry.
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