“电动化”趋势下的大众汽车公司战略转型策略优化研究  

Research on the Optimization of Volkswagen’s Strategic Transformation Strategies with the Trend of“Electrification”

作　　者：牛明俊 NIU Mingjun(Business School,Nankai University Tianjin 300071)

机构地区：[1]南开大学商学院,天津300071

出　　处：《中国商论》2023年第3期164-168,共5页China Journal of Commerce

摘　　要：本文基于中国新能源汽车市场,采用案例分析法,选取大众汽车战略转型案例,使用制度理论、SCP范式与交易成本理论进行战略转型策略的深入探讨与优化。本文认为对大众汽车进行“电动化”战略转型是必然的,然而在当前制度环境与市场竞争环境的双重影响及企业内部技术环境需求相异,大众汽车现行转型策略难以达到战略预期,而采取“突破”战略或“过渡”战略能够获得更好的战略转型效果。本文通过提出“突破”与“过渡”两种战略转型优化策略,在理解传统车企战略转型底层逻辑的同时,对其战略转型的路径与方法进行优化探究,从而在传统车企电动化战略转型成为新趋势的背景下,从理论层面提供相应的优化策略,以期指导管理实践。Based on the new energy vehicle markets in China,this paper adopts case studies and selects Volkswagen’s strategic transformation as a case,using institutional theory,SCP paradigm,and transaction costs theory to explore and optimize its strategic transformation strategies.This paper argues that the strategic transformation of Volkswagen to electrification is inevitable,but under the influence of both the current institutional environment and the competitive markets,as well as the different demands of the internal technological environment,Volkswagen’s existing transformation strategies can hardly meet the strategic expectations,and the“breakthrough”strategy or“transitional”strategy can be adopted to achieve a better strategic transformation effect.This paper proposes two optimization strategies for strategic transformation,“breakthrough”and“transitional”strategies,understanding the underlying logic of the strategic transformation of traditional car companies and exploring the paths and methods for optimizing their strategic transformation,to provide theoretical solutions with the new trend of the strategic transformation of traditional car companies to electrification and guide the management practice.

关 键 词：战略转型 交易成本理论 SCP范式 制度理论 大众汽车 

分 类 号：F272[经济管理—企业管理]