本文關(guān)鍵詞：TJOL公司新能源汽車(chē)發(fā)展戰(zhàn)略研究　出處：《山東理工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 新能源汽車(chē) PEST分析 SWOT分析 發(fā)展戰(zhàn)略

【摘要】：在能源供應(yīng)緊張、交通擁堵和環(huán)境保護(hù)呼聲日漸增強(qiáng)的背景下,傳統(tǒng)汽車(chē)面臨的轉(zhuǎn)型發(fā)展壓力逐漸增大,能耗小、低碳環(huán)保、經(jīng)濟(jì)實(shí)惠的新能源汽車(chē)越來(lái)越受到全球的關(guān)注。從英美、德法、日本等發(fā)達(dá)國(guó)家,到中國(guó)、印度等發(fā)展中國(guó)家,大型汽車(chē)制造企業(yè)積極開(kāi)展研發(fā),進(jìn)軍新能源汽車(chē)行業(yè),政府紛紛出臺(tái)配套支持措施,促進(jìn)新能源汽車(chē)產(chǎn)業(yè)做大做強(qiáng)。在我國(guó),在加快推進(jìn)工業(yè)化進(jìn)程的“中國(guó)制造2025”部署中明確將新能源汽車(chē)列入10大重點(diǎn)發(fā)展領(lǐng)域,新能源汽車(chē)被賦予了重大的產(chǎn)業(yè)發(fā)展使命。TJOL公司作為魯中地區(qū)汽車(chē)行業(yè)的龍頭之一,一直致力于新能源汽車(chē)的開(kāi)發(fā)與研究,已形成電動(dòng)汽車(chē)研發(fā)、生產(chǎn)及銷(xiāo)售于一體的產(chǎn)業(yè)格局。在新能源汽車(chē)迅速崛起、方興未艾的背景下,TJOL公司也面臨著政策環(huán)境、核心技術(shù)、創(chuàng)新能力、營(yíng)銷(xiāo)等機(jī)遇和挑戰(zhàn),如何把新能源汽車(chē)迅速發(fā)展起來(lái),形成企業(yè)新的利潤(rùn)增長(zhǎng)極,成為企業(yè)當(dāng)前面臨的重要課題。基于以上背景,本文對(duì)TJOL公司新能源汽車(chē)業(yè)務(wù)結(jié)合企業(yè)所處背景、內(nèi)部條件等開(kāi)展發(fā)展戰(zhàn)略研究,并試圖為其制定科學(xué)、可行的發(fā)展戰(zhàn)略。本文首先運(yùn)用PEST分析法對(duì)TJOL公司所處的政治、經(jīng)濟(jì)、社會(huì)等外部宏觀環(huán)境和技術(shù)、文化、營(yíng)銷(xiāo)等內(nèi)部資源進(jìn)行了分析總結(jié),并通過(guò)建立內(nèi)、外部因素評(píng)價(jià)矩陣分別進(jìn)行了綜合評(píng)價(jià)。然后,為T(mén)JOL公司新能源汽車(chē)的發(fā)展提出戰(zhàn)略選擇。依據(jù)前期基礎(chǔ)分析,通過(guò)建立SWOT組合結(jié)構(gòu)矩陣,分別給出戰(zhàn)略組合建議,提出發(fā)展戰(zhàn)略以積極拓展市場(chǎng)、加大投入、促進(jìn)規(guī)模化發(fā)展為主要方向,以SO戰(zhàn)略組合為主要戰(zhàn)略導(dǎo)向,并確立了TJOL公司發(fā)展新能源汽車(chē)的戰(zhàn)略目標(biāo),進(jìn)行市場(chǎng)、企業(yè)與產(chǎn)品定位,制定了相應(yīng)的發(fā)展戰(zhàn)略。然后,在產(chǎn)品質(zhì)量品質(zhì)、技術(shù)創(chuàng)新、企業(yè)文化、戰(zhàn)略控制和品牌建設(shè)等方面為發(fā)展戰(zhàn)略制定相應(yīng)的實(shí)施與保障措施。最后,得出結(jié)論、進(jìn)行展望。
[Abstract]:In the energy supply, traffic congestion and environmental protection had increased under the background of transformation and development of traditional car facing increasing pressure, low energy consumption, low carbon environmental protection, the economic benefits of new energy vehicles more and more global attention. From the Anglo American, German, Japan and other developed countries to developing countries such as India China. Actively carry out research and development, large automobile manufacturing enterprises, to enter the new energy automotive industry, governments have introduced support measures to promote the new energy automotive industry bigger and stronger. In our country, accelerate the industrialization process in the "2025 China manufacturing" in the deployment of new energy vehicles will be included in the clear field of 10 key development, new energy vehicles are given the major mission of.TJOL industry development as one of the leading automotive industry in research and development, has been committed to the new energy vehicles, electric vehicles have been formed The pattern of industrial R & D, production and sales of new energy vehicles. In the rapid rise, just unfolding in the background, TJOL company is also facing the policy environment, the core technology, innovation ability, marketing opportunities and challenges, how to make the new energy vehicles developed rapidly, the formation of enterprise new profit growth pole, has become an important topic of enterprise at present. Based on the above background, this article on the TJOL company's new energy automobile business with the background, the internal conditions to carry out the research on the development strategy, and try to make scientific for the feasible development strategy. This paper use PEST analysis of TJOL company's political, economic, social and other external macro environment and technology, culture, marketing and other internal resources were analyzed and summarized, and through the establishment of internal and external factors evaluation matrix are evaluated. Then, the development of TJOL company of new energy vehicles Strategic choice is put forward. Based on the analysis of the foundation, through the establishment of SWOT matrix composite structure, were given the strategic combination proposal, put forward the development strategy to actively expand the market, increase investment, promote the scale development as the main direction to SO strategic combination as the main strategic direction, and established the strategic target, the development of new energy vehicles of TJOL company market, enterprise and product positioning, formulate the corresponding development strategy. Then, in product quality, technology innovation, enterprise culture, strategic control and brand establishment and implement corresponding safeguards for the development strategy. Finally, the conclusion and prospect.

【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.471

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張?zhí)焓?;日本新能源汽車(chē)發(fā)展及對(duì)我國(guó)的啟示[J];可再生能源;2014年02期

，

本文編號(hào)：1375455