中国车企数字化转型的5W-1H分析——以小鹏汽车为例

A 5W-1H Study of Digital Transformation in Chinese Automotive Companies—A Case Study of Xiaopeng Auto

文章运用“5W-1H”单案例分析方法,探究了小鹏汽车数字化转型的基本逻辑和成功经验。小鹏汽车的数字化转型是在政府政策支持、消费者需求和偏好转变、市场环境变化等因素的驱动(WHY)下,以产品、生产、研发和产业生态的数字化为主要内容(WHAT),以发掘潜在新市场、新客户和新需求(WHO)为目标,以全天候、即时、敏捷地(WHEN)提供定制化、数字化产品和服务为导向,以数字化的关键点(WHERE)为抓手,同时辅之以明确的战略定位、有效的组织方式和贯穿日常的数字化理念为保障(HOW)来实现的。在案例分析的基础上,本文提炼出了一个以驱动力(WHY)、数字化行为(WHAT, WHO, WHEN, WHERE)和保障机制(HOW)之间的逻辑关系为主线的车企数字化转型5W-1H一般路径模型,为中国车企实施数字化转型提供可行策略和决策参考。

The article explores the basic logic and successful experience of Xiaopeng’s digital transformation using the “5W-1H” single-case analysis method. Driven by government policy support, changing consumer needs and preferences, and the changing market environment (WHY), the digital transformation of Xiaopeng Automotive is driven by the digitization of products, production, R&D, and the industrial ecology (WHAT), the discovery of potential new markets, customers, and needs (WHO), the provision of customized, digitalized products and services in a 24/7, immediate, and agile manner (WHEN), and the key points of digitization (WHERE). This is achieved with a clear strategic positioning, an effective organizational approach and a digital philosophy throughout the day (HOW). Based on the case study, this paper distills a 5W-1H general path model of digital transformation of car companies based on the logical relationship between driving force (WHY), digital behavior (WHAT, WHO, WHEN, WHERE) and guarantee mechanism (HOW), which provides feasible strategies and decision-making references for Chinese car companies to implement digital transformation.