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论文编号：	13868
作者编号：	2320200290
上传时间：	2023/6/2 14:48:55
中文题目：	一汽-大众汽车有限公司新能源汽车发展战略研究
英文题目：	Study on the Development Strategy of New Energy Vehicle in FAW-VW
指导老师：	杨斌
中文关键字：	新能源汽车；一汽-大众；发展战略；SWOT分析
英文关键字：	New energy vehicles；Faw-VW；Development strategy；SWOT analysis
中文摘要：	近年，中国经济飞速发展，汽车消费也逐渐普及并带动汽车产业快速发展，中国汽车产销已经连续多年全球第一。但汽车产业快速发展也带来了诸多困难与挑战。传统燃油车主要依靠燃油作为动力来源，随着车辆保有量不断攀升，每年对于燃油消耗量巨大，一度造成世界性石油能源危机。与此同时，传统油车排出的尾气是大气的主要污染物之一，严重污染空气，危害居民健康；尾气中大量的二氧化碳破坏臭氧层，带来全球温室效应。因此为了全球健康可持续发展，汽车行业需要发展更加节能环保的汽车。 此次论文写作以一汽-大众汽车有限公司为例展开研究，一汽-大众作为国内汽车产业佼佼者，在传统能源汽车行业深耕多年，但在新能源领域布局较晚。因此，制定并实施公司新能源汽车发展战略是公司亟需解决的问题。 本文首先介绍了目前新能源汽车发展的背景和意义，然后研究了一汽-大众燃油车和新能源汽车目前发展的现状，初步分析出一汽-大众发展面临的问题及风险。通过PEST模型和五力模型分析了一汽-大众面临的宏观环境和行业竞争环境，同时对内部资源和核心竞争力进行分析，建立SWOT分析矩阵和QSPM矩阵，制定出一汽-大众在新能源方向的战略目标，制定公司层业务层战略，包括纵向一体化战略、产品开发战略、市场渗透战略、市场开发战略，并在优化组织机构、人力资源建设、数字化IT系统升级，对战略目标达成进行保障。本战略制定和保障能帮助一汽-大众在我国汽车领域继续保持领先地位，实现最大化经济利益，实现公司在新能源汽车领域的长远发展。
英文摘要：	In recent years, with the rapid development of China's economy, auto consumption has gradually become popular and driven the rapid development of the auto industry. China's auto production and sales have ranked first in the world for many consecutive years. However, the rapid development of the automobile industry has also brought many difficulties and challenges. Traditional fuel vehicles mainly rely on fuel as the power source. With the increasing number of vehicles, the fuel consumption is huge every year, which once caused a worldwide oil energy crisis. At the same time, the exhaust gas from traditional oil tankers is one of the main pollutants in the atmosphere, which seriously pollutes the air and endangers the health of residents; A large amount of carbon dioxide in the exhaust gas destroys the ozone layer and brings about the global greenhouse effect. Therefore, for the global healthy and sustainable development, the automobile industry needs to develop more energy-saving and environment-friendly vehicles. This paper takes FAW-VW Automobile Co., Ltd. as an example to conduct research. FAW-VW, as a leader in the domestic automobile industry, has cultivated in the traditional energy automobile industry for many years, but its layout in the new energy field is late. Therefore, formulating and implementing the company's new energy vehicle development strategy is an urgent problem for the company to solve. This paper first introduces the background and significance of the current development of new energy vehicles, then studies the current development status of FAW-VW fuel vehicles and new energy vehicles, and preliminarily analyzes the problems and risks faced by FAW-VW development. Through PEST model and five force model, the macro environment and industrial competitive environment faced by FAW-VW are analyzed. Meanwhile, internal resources and core competitiveness are analyzed, SWOT analysis matrix is established, strategic objectives of FAW-VW in the direction of new energy are formulated, and corporate business strategy is formulated, including vertical integration strategy product development strategy, market penetration strategy, market development strategy, and organizational structure optimization Human resource construction and digital IT system upgrading ensure the achievement of strategic objectives. The formulation and guarantee of this strategy can help FAW Volkswagen continue to maintain its leading position in China's automotive industry, maximize economic benefits, and achieve long-term development of the company in the field of new energy vehicles.
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