摘 要

本文应用PEST分析法、波特五力模型、SWOT分析法，对造车新势力及其面临的外部宏观产业环境、行业竞争环境进行全面的分析，并对国内外主要造车新势力进行重点分析，对国内造车新势力的竞争态势进行剖析，预测分析造车新势力的市场前景，所得结果为爱驰汽车发展战略的制定提供一定的参考依据，以助推我国汽车产业顺利转型升级。

论文主要研究分析了造车新势力及爱驰汽车未来应采用的发展战略。首先，对造车新势力的产生原因及其对汽车行业的影响进行概括性分析，并运用PEST分析模型、波特五力模型较为深入地分析了造车新势力及其面临的外部宏观产业环境与行业竞争环境。其次，对国内外主要造车新势力及国内造车新势力目前的产品市场竞争态势进行分析，并对造车新势力未来的市场前景作出预测。最后，运用4Ps营销理论与SWOT分析模型，在营销组合层面、宏观战略层面提出促进爱驰汽车未来发展的战略建议。

研究结果表明：在汽车产业向电动化、智能化、网联化、共享化方向转型升级这一大背景下，全球范围内都涌现出一大批造车新势力；造车新势力所处的新能源智能网联汽车产业宏观环境良好；造车新势力之间的竞争态势非常激烈，竞争环境极为严峻，其未来的发展机遇与挑战并存；身为造车新势力大军之一的爱驰汽车若想在激烈的产业竞争环境中保持竞争优势，生存下来，则必须采取适当的发展战略。

本文的特色：应用PEST分析法、波特五力模型、SWOT分析法等方法，较为深入地分析了造车新势力及其面临的外部宏观产业环境、行业竞争环境，并对国内外主要的造车新势力进行分析，分析了国内造车新势力目前的竞争态势，最终在对造车新势力市场前景进行预测分析的基础上，为爱驰汽车未来的发展战略提供了参考建议。

关键词：造车新势力；爱驰汽车；发展战略

Abstract

The paper uses PEST Analysis, Michael Porter's Five Forces Model and SWOT Analysis to make a comprehensive analysis of the new automobile manufacturing forces, their external macro-Industrial environment and the competitive environment of the industry. It focuses on the analysis of the main new automobile-making forces at home and abroad. It also analyses the current competitive situation of the new automobile-making forces, forecasts and analyses the market prospects of the new automobile-making forces. The results provide reference suggestions for the formulation of the future development strategy of AIWAYS AUTO to push forward the transformation and upgrading of China's automobile industry.

This paper mainly studies and analyses the the new automobile manufacturing forces and the development strategy of AIWAYS AUTO in the future. Firstly, the paper makes a general analysis of the emergence of new automobile-making forces and their impact on the industry, and uses PEST analysis model and Porter's Five Forces model to analyze the new automobile manufacturing forces and the external macro-Industrial environment and industry competition environment they are facing. Secondly, it analyses the current product market competition situation of the main domestic and foreign new automobile manufacturing forces and domestic new automobile manufacturing forces, and forecasts the future market prospects of the new automobile manufacturing forces. Finally, it uses 4Ps marketing theory and SWOT analysis model to put forward strategic suggestions on the marketing mix level and macro-strategic level to promote the future development of AIWAYS AUTO.

The results show that under the background of the transformation and upgrading of the automotive industry to the direction of electrification, intellectualization, networking and sharing, a large number of new automotive manufacturing forces have emerged worldwide. The new forces of automobile manufacturing are located in a good macro environment of the new energy intelligent network automobile industry. The competition situation of new automobile manufacturing forces is very fierce, and the competition environment is extremely severe. Its future development opportunities and challenges coexist. As a member of the new automobile manufacturing forces, if AIWAYS AUTO want to maintain competitive advantage in the fierce industrial competition environment and survive, it must adopt appropriate development strategy.

The characteristics of this paper are as follows: By using PEST analysis model, Porter's five forces model and SWOT analysis model, the new automobile-making forces and their external macro-Industrial environment and industry competition environment are analyzed in depth. The main new automobile-making forces at home and abroad are also analyzed. The current competitive situation of the new automobile-making forces is analyzed. Finally, the market prospect of the new automobile-making forces is predicted. On the basis of the analysis, some suggestions are provided for the future development strategy of AIWAYS AUTO.

Key Words：New Automobile Manufacturing Forces; AIWAYS AUTO; Development Strategy

目 录

摘 要 I

Abstract II

第1章 绪论 1

1.1 研究背景 1

1.2 研究目的及意义 2

1.2.1 研究目的 2

1.2.2 研究意义 2

1.3 国内外研究现状 2

1.3.1 国外研究现状 2

1.3.2 国内研究现状 3

1.4 研究的主要内容及预期目标 4

1.4.1 研究的主要内容 4

1.4.2 预期目标 4

第2章 造车新势力概述及外部环境分析 5

2.1 造车新势力概述 5

2.1.1 造车新势力的分类 5

2.1.2 造车新势力产生原因分析 5

2.1.3 造车新势力对汽车行业的影响 6

2.2 我国新能源智能网联汽车产业宏观环境分析 7

2.2.1 政治环境 7

2.2.2 经济环境 8

2.2.3 社会环境 8

2.2.4 技术环境 9

2.3 造车新势力行业竞争环境分析 9

2.3.1 供应商的议价能力 10

2.3.2 购买者的议价能力 10

2.3.3 潜在进入者的威胁 10

2.3.4 替代品的威胁 11

2.3.5 同业竞争者的竞争程度 11

第3章 造车新势力重点企业分析 12

3.1 国外造车新势力重点企业分析 12

3.1.1 特斯拉汽车 12

3.1.2 Sono Motors汽车公司 13

3.1.3 Rimac Automobili汽车公司 13

3.2 国内造车新势力重点企业分析 14

3.2.1 蔚来汽车 14

3.2.2 威马汽车 15

3.2.3 小鹏汽车 15

3.2.4 爱驰汽车 16

3.2.5 前途汽车 17

3.2.6 拜腾汽车 17

3.2.7 云度汽车 18

第4章 造车新势力产品竞争及市场前景分析 19

4.1 造车新势力产品竞争分析 19

4.1.1 造车新势力汽车产品及销量分析 19

4.1.2 造车新势力企业销量分析 22

4.2 造车新势力汽车产品特点及市场前景分析 23

4.2.1 造车新势力汽车产品特点分析 23

4.2.2 造车新势力市场前景分析 24

第5章 爱驰汽车发展战略研究 26

5.1 爱驰汽车发展概况 26

5.1.1 基本情况 26

5.1.2 主营产品介绍 26

5.2 爱驰汽车4Ps营销策略 28

5.2.1 产品策略 28

5.2.2 价格策略 29

5.2.3 渠道策略 29

5.2.4 促销策略 30

5.3 爱驰汽车SWOT分析及发展战略建议 30

5.3.1 爱驰汽车SWOT分析 30

5.3.2 基于SWOT分析的4种发展战略分析 32

5.3.3 发展战略建议 33

第6章 研究结论及展望 34

6.1 研究结论 34

6.2 研究展望 35

参考文献 36

致 谢 37

第1章 绪论

1.1 研究背景

在我国汽车行业向电动化、智能化、网联化、共享化等“新四化”方向发展过程中，尤其是在新能源汽车技术与智能网联汽车技术不断发展引领汽车革命的宏观背景下，造车新势力应运而生。新兴的造车新势力抓住汽车产业向“新四化”转型升级的机遇，纷纷进入新能源汽车市场，为我国汽车行业注入新生活力，成为我国新能源汽车产业的一个重要组成部分。

（1）我国汽车市场兴起新一轮新势力造车浪潮