本文以理想汽车为例，探讨了新能源汽车产业的发展历程、竞争现状以及造车新势力的发展战略。研究采用了波特五力模型、SWOT分析模型、创新扩散理论等理论工具，结合案例研究方法，对理想汽车的市场情况、产品表现、内在能力进行了全面分析，并提出了未来发展的策略和建议。本文首先回顾了中国新能源汽车产业的发展历程，从千禧年开始的政策导入期到2024年的全面竞争成熟期，新能源汽车行业经历了从缓慢起步到快速发展的转变。政策引导、技术创新、市场需求和资本投入共同推动了这一行业的快速成长。理想汽车作为造车新势力的代表，自2015年成立以来，凭借其独特的市场定位和产品策略，迅速在市场上获得了成功。理想汽车坚持增程式电动技术路线，推出了理想ONE等多款符合家庭用车需求的车型，有效缓解了消费者对新能源汽车续航的焦虑。通过精准的市场定位和产品策略，理想汽车实现了突破式增长，成为新能源汽车市场中的一股新兴力量。本文运用波特五力、SWOT模型和创新扩散理论分析了理想汽车在新能源汽车整车行业的竞争情况和产品表现。目前新能源汽车行业内竞争激烈，供应商议价能力较强，买方的议价能力不断提升，同时潜在的新进入者对竞争构成新的威胁。理想汽车的优势在于产品有明确的定位、企业运营和财务指标优异、盈利能力强，并在资本市场上获得了高度认可。但同时也面临着劣势，包括产品线单一、资源整合能力不足、技术储备不足、缺乏行业盟友以及对市场变化适应性不足等问题。它在创新产品扩散的表现上成绩斐然，基于它采用了品类创新的策略，聚焦于早期多数用户诉求，实现了快速扩散的效果。针对未来的发展，本文提出理想汽车应继续保持对目标用户市场的深入洞察，挖掘家庭用车的潜在需求，同时在智能化技术方面采取跟随策略，并尝试跨越式创新，布局未来技术。此外，理想汽车应加强与行业内外的合作，构建强有力的朋友圈，提高资源整合能力，以应对未来市场的变化和挑战。
This paper presents an in-depth study on the development strategy of new energy vehicle (NEV) enterprises, using Li Auto as a case study to explore the development history, competitive landscape, and strategic development of the NEV industry. The research employs theoretical tools such as Porter‘s Five Forces Model, the Diffusion of Innovations Theory, and the SWOT analysis model, combined with empirical research methods, to provide a comprehensive analysis of Li Auto‘s market performance, product performance, and internal capabilities. It also proposes strategies and suggestions for future development.The study begins by reviewing the development trajectory of China‘s NEV industry, from the policy-driven period at the beginning of the millennium to the mature phase of full competition in 2024. The NEV industry has transitioned from a slow start to rapid growth, driven by policy guidance, technological innovation, market demand, and capital investment. Particularly between 2015 and 2020, the NEV market experienced rapid expansion, with major car manufacturers gradually increasing their market share through technological innovation and market strategies.Li Auto, as a representative of the new forces in car manufacturing, has quickly gained market success since its establishment in 2015. With its unique market positioning and product strategy, Li Auto has adhered to the extended-range electric technology route, launching its first vehicle as the Li ONE that cater to the needs of family scenario, effectively alleviating consumers‘ range anxiety about NEVs. Through precise market positioning and product strategy, Li Auto has achieved breakthrough growth and become an emerging force in the NEV market.This paper analyzes the competitive landscape and product performance of Li Auto within the new energy vehicle (NEV) industry using Porter‘s Five Forces, SWOT analysis, and the Diffusion of Innovations theory. The NEV industry is characterized by intense competition, strong supplier bargaining power, and escalating buyer bargaining power, with potential new entrants posing new threats to the market. Li Auto‘s strengths lie in its clear product positioning, outstanding operational and financial metrics, robust profitability, and significant recognition in the capital markets. However, it also faces challenges, including a limited product lineup, insufficient resource integration capabilities, inadequate technological reserves, a lack of industry alliances, and limited adaptability to market changes. Li Auto has achieved notable success in the diffusion of innovative products by adopting a category innovation strategy, focusing on the demands of the early majority of users, and achieving rapid diffusion.For future development, the paper proposes that Li Auto should continue to maintain a deep understanding of the target user market, tap into the potential needs of family vehicles, and adopt a follow-up strategy in the field of intelligent technology while attempting leapfrog innovation to prepare for future technologies. Additionally, Li Auto should enhance cooperation with both industry insiders and outsiders, build a strong network of alliances, and improve its resource integration capabilities to meet the challenges and changes in the future market.
