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论文编号：	14827
作者编号：	2320213701
上传时间：	2024/6/17 14:22:42
中文题目：	长城汽车公司新能源汽车业务竞争战略研究
英文题目：	Research on Competitive Strategy of New Energy Automobile Business of Great Wall Motor Company
指导老师：	薛红志
中文关键字：	竞争战略；战略选择与制定；差异化战略；优化策略
英文关键字：	Competitive strategy; Strategic selection and formulation; Differentiation strategy; Optimization strategy
中文摘要：	在 21 世纪之后，伴随全球化以及科技革命非常迅速的发展，针对战略所作 出的定义也出现了相应的改变。并且现代战略也越来越关注创新、协同及可持续 发展的问题。此外，战略也被作为一种极其重要的能力与文化，要求在持续改变 的市场环境里面进行更加合理化的调整与适应。国内生产总值的增速以及汽车行 业的各种经济数据对长城汽车公司所处的竞争环境将会造成显著的影响，尤其表 现在新能源汽车业务领域。根据相关数据进行预测可以得知，国内在 2022 年依 旧会存在一定程度上的持续增长的 GDP 总量，帮助长城公司获得更好的市场发展 环境。而且，根据汽车行业方面的一些比较重要的经济数据统计可以得知，国内 的汽车市场继续保持着高速发展，同时在新能源汽车方面同样存在大量的市场， 不过这也明显体现出竞争存在着同步加剧的变化趋势。为此，长城公司应该形成 更加科学化的竞争策略，有效的减少各种成本，增强产品的性能以及品质，从而 能够在这种严峻的竞争环境里面获得更多优势。除此之外，还应该重点关注的一 种因素就是政府政策，作为长城公司则需要结合这些改变的政策作出相应的战略 以及市场策略的合理化调整，进而更好的满足当前的经济环境。 对于竞争战略的制定以及实施过程来讲，长城公司应该对内外部环境因素作 出非常充分的考虑，同时制定更加合理化的差异化战略以及保障措施。其对于长 城公司更好的开发新能源汽车领域是极其有利的，从而真正的达到可持续发展的 目标。但是，还应该重点关注的一点就是，竞争环境以及技术发展等各项因素也 会形成很多新的挑战与机遇，所以长城公司应该时刻关注当前的各种市场动态， 然后对竞争战略作出相应的调整，最终能够很好的满足持续改变的市场需求。 本文以长城汽车股份有限公司的竞争战略为研究对象，对其分析宏观环境行 业环境与竞争环境、SWOT 及矩阵研究，利用外部和内部环境综合评分，制定长 城汽车战略，举例魏牌和哈弗汽车不同的战略方案，利用相关理论对长城汽车进 行深入分析，为长城汽车和同行提供借鉴。
英文摘要：	After the 21st century, with the rapid development of globalization and scientific and technological revolution, the definition of strategy has changed accordingly. And modern strategy is paying more and more attention to the problems of innovation, coordination and sustainable development. In addition, strategy is also regarded as an extremely important ability and culture, which requires more rational adjustment and adaptation in the constantly changing market environment. Great Wall Motor Company's competitive economic environment is facing a significant impact on the domestic total GDP in 2022 and various economic data of the automobile industry. According to the prediction of relevant data, it can be known that there will still be a certain degree of continuous growth of GDP in China in 2022, which will help Great Wall Company to obtain a better market development environment. Moreover, according to some important economic statistics in the automobile industry, we can know that the domestic automobile market continues to develop at a high speed, and there are also a large number of markets in new energy vehicles, but it also clearly shows that competition is intensifying simultaneously. Therefore, Great Wall Company should form a more scientific competitive strategy, effectively reduce various costs and enhance the performance and quality of products, so as to gain more advantages in this severe competitive environment. In addition, one factor that should be focused on is government policies. As Great Wall Company, it needs to make corresponding strategies and rational adjustments of market strategies in combination with these changed policies, so as to better meet the current economic environment. For the formulation and implementation of competitive strategy, Great Wall Company should give full consideration to internal and external environmental factors, and at the same time formulate more rational differentiation strategies and safeguard measures. It is extremely beneficial for Great Wall Company to better develop the field of new energy vehicles, so as to truly achieve the goal of sustainable development. However, we should also pay attention to the fact that the competitive environment and technological development will also create many new challenges and opportunities. Therefore, Great Wall Company should always pay attention to the current market dynamics, and then make corresponding adjustments to its competitive strategy, so as to finally meet the ever-changing market demand..Abstract III This thesis takes the competitive strategy of Great Wall Motors Co., Ltd. as the research object, analyzes its macro environment, industry environment and competitive environment, SWOT and matrix research, and uses comprehensive scores of external and internal environment to formulate Great Wall Motors strategy. For example, Wei Pai and Haval Motors have different strategic plans, and relevant theories are used to conduct in-depth analysis of Great Wall Motors, providing reference for Great Wall Motors and its peers.
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