“存量化”新能源汽车市场中蔚来汽车竞争现状及战略分析

Competition Status and Strategic Analysis of NIO in the “Stockized” New Energy Vehicle Market

本文针对新能源汽车行业竞争白热化,我国新能源汽车市场进入“存量化”转型阶段的背景,运用PEST分析法和波特五力模型深度剖析蔚来汽车面临的外部环境。同时,分析其核心竞争力与竞争劣势,明确蔚来汽车在高端市场的定位,并指出差异化战略是当前蔚来汽车应对行业挑战、发挥竞争优势的战略选择。

In view of the fierce competition in the new energy automobile industry and the background that China’s new energy automobile market has entered the “stockization” transition stage, this paper uses PEST analysis and Porter’s Five forces model to deeply analyze the external environment faced by NIO. At the same time, it analyzed its core competitiveness and competitive disadvantages, clarified the positioning of NIO in the high-end market, and pointed out that the differentiation strategy is the strategic choice of NIO to cope with the industry challenges and give play to its competitive advantages.