中國電動車企競爭與國際化策略探究—以比亞迪為例

Abstract

隨著電動汽車關鍵技術突破，全球電動汽車產業正高速發展，成為汽車產業賽道中不容小覷的新勢力。本文基於全球電動汽車發展的現狀與背景，發現全球電動汽車的發展離不開政府政策支持、經濟發展、居民環保意識提升幾大面向。同時發現全球電動汽車市場的發展具有區域性特點，形成了以歐洲、美國、亞洲為代表的三大區域，各個區域在電動汽車產業鏈中都扮演重要角色。 本文使用鑽石模型對中國電動汽車產業進行分析，發現中國掌握了電動汽車動力電池關鍵技術並且形成了完整的產業鏈，在電動汽車產業形成了國家競爭優勢。在這輪競爭中誕生了一批以比亞迪為代表的優秀車企，這批電動汽車企業在國內不斷滲透市場並積極開展國際化活動。文本以比亞迪為代表，使用五力分析、關鍵成功因素等分析工具分析個案分析比亞迪的競爭優劣勢，使用中國國內策略群組分析和國際策略群組分析比亞迪在中國國內以及國際的策略群組位置，並針對比亞迪優劣勢對其擺脫國內競爭者，追趕國際競爭者提出策略建議。最後，希望透過比亞迪個案研究給其它正在中國國內發展與未來計畫發展國際市場的車企提供參考價值。

With the breakthrough of key technologies in electric vehicles, the global electric vehicle industry is developing rapidly . Based on the current status and background of global electric vehicle development, this article recognizes that the development of global electric vehicles relies on several aspects, including government policy support, economic development, and increased environmental awareness among residents. It is also observed that the global electric vehicle market has formed three major regions represented by Europe, the United States, and Asia, with each region playing an important role in the electric vehicle industry value chain. Next, this article analyzes the Chinese electric vehicle industry using the Diamond Model and finds that China has the key technology of electric vehicle power batteries and has established a complete industrial chain, resulting in a national competitive advantage in the electric vehicle industry. Within this competitive landscape, a group of outstanding electric vehicle companies has emerged. These companies continuously penetrate the domestic market and actively engage in international activities. The text, using analysis tools such as Five Forces Analysis, and Key Success Factors, examines BYD's competitive advantages and disadvantages. It also utilizes domestic and international strategy group analyses to determine BYD's strategic positioning in the domestic and international markets. Based on BYD's strengths and weaknesses, strategic recommendations are provided to help it overcome domestic competitors and catch up with international competitors. Ultimately, the aim is to provide reference value to other domestic Chinese automakers planning to develop international markets through the case study of BYD.