iii 摘要 在全球经济下行的情况下，房地产企业的兴衰在世界各地不断上演。朝阳产业 向夕阳产业的转型，让房地产企业的经营者感受到了各种压力。现今，房地产企 业难以再依赖于政府政策和社会环境来促进企业自身发展,也很难再利用市场机会 来迅速积累“原始资本”。因此，多元化经营已经成为大多数房地产企业所需要 考虑的战略问题。 恒大集团的多元化策略十分具有代表性。其中，恒大新能源汽车是恒大集团多 元化战略中的重要环节。恒大新能源汽车是世界500强恒大集团的龙头产业，秉 持“核心技术必须世界领先”以及“产品品质必须世界一流”的发展定位，已构 建了涵盖汽车制造、电机控制、动力电池、汽车销售、智能充电和共享出行等各 个领域的新能源汽车全产业链，在每个关键环节都拥有着世界顶级的核心技术。 同时，实施全球一体化研发模式，在全球多个国家协同研发，其拥有瑞典和中国 广东、上海、天津与辽宁等多个高端制造基地，打造世界一流品质的全系列产品， 并主张“全球研发，中国智造”。 本文将通过对当前地产欧亿·体育（中国）有限公司的形势分析和恒大集团整体介绍,以及对恒大新能 源汽车的发展研究，都无不体现出了房地产欧亿·体育（中国）有限公司实施多元化战略策划的重要性和 必要性。另外，通过对恒大新能源汽车的战略深度分析,本文还提出了恒大新能源 汽车在恒大集团的多元化战略上存在的缺陷及其造成的原因。最后，通过对恒大 集团多元化经营的分析和评价,提出恒大集团多元化经营的发展建议，希望对恒大 集团的可持续性发展有所帮助，也为其他房地产企业提供参考。 关键词：恒大集团；恒大新能源；新能源汽车；多元化战略 北京交通大学硕士学位论文 ABSTRACT iv ABSTRACT Under the circumstance of the global economic downturn, the boom and bust of real estate enterprises have been continuously staged all over the world. From sunrise industry to sunset industry, makes the managers of real estate enterprises deeply feel all kinds of pressure coming. Nowadays, it is difficult for real estate enterprises to depend on policies as well as social environment to push their development. It is also hard to utilize market opportunities to accumulate "original capital". Under such circumstances, diversified operation has become a strategic issue for most real estate enterprises to consider. This paper takes Evergrande Group’s new energy vehicle as a model to analyze the diversification strategy of Evergrande Group. New energy vehicles is the leading industry of "the world 500 strong" Evergrande Group, uphold "must be the world's leading core technologies" and "the product quality must be in the world class level ", has built the vehicle manufacturing, motor control, power battery, car sales, intelligent charging and sharing travel and so on about areas in the new energy automotive industry chain. Also, its key links are all using the world's leading core technology. At the same time, it implements the model of global integrated research and development as well as collaborates in research and development in many countries around the world. It has a number of high-end manufacturing bases in Sweden, Guangdong, Shanghai, Tianjin and Liaoning and so on, to build the whole series of products with world-class quality. It advocates "global research and development, smart manufacturing in China". Evergrande Group diversification strategy in diversified large enterprises in our country is very representative, this paper through analyzing the current environment of the real estate industry and Evergrande Group as a whole, as well as to the new energy vehicles for data and theoretical analysis, established the real estate industry enterprises the significance as well as requirement of implementing diversification strategy. In addition, through the analysis of the strategy of new energy vehicles, find the existing issues and its causes for Evergrande Group’s new energy vehicles diversity plan. Finally, through the analysis of Evergrande Group diversity evaluation, gives suggestions to Evergrande Group diversification progress in case to push Evergrande Group's sustainable evolution, and also provide reference for other real estate companies. KEYWORDS: Evergrande Group; Evergrande Group’s New Energy; New Energy Vehicles; Diversification Strategy 北京交通大学硕士学位论文 目录 viii 目录 摘要 ......................................................................................................................... iii ABSTRACT ............................................................................................................ iv 1 绪论 .................................................................................................................... 1 1.1 研究背景 ................................................................................................. 1 1.1.1 新能源汽车欧亿·体育（中国）有限公司的宏观背景 ...................................................... 1 1.1.2 新能源汽车欧亿·体育（中国）有限公司在中国市场的发展 .......................................... 2 1.2 研究问题 ................................................................................................. 3 1.3 研究意义 ................................................................................................. 3 1.4 研究方法 ................................................................................................. 3 1.4.1 文献研究法 .................................................................................. 4 1.4.2 定量分析法 .................................................................................. 4 1.4.3 比较分析法 .................................................................................. 4 1.5 研究内容 ................................................................................................. 5 1.6 论文创新点 ............................................................................................. 6 2 理论基础与文献回顾 ........................................................................................ 7 2.1 相关研究的理论基础 ............................................................................. 7 2.1.1 相关理论综述 .............................................................................. 7 2.1.2 战略分析工具综述 ...................................................................... 8 2.2 相关研究的文献回顾 ............................................................................ 11 2.2.1 国外研究现状 ............................................................................. 11 2.2.2 国内研究现状 ............................................................................ 13 2.3 文献述评 ............................................................................................... 15 3 恒大集团多元化发展 ...................................................................................... 16 3.1 恒大集团简介 ....................................................................................... 16 3.1.1 集团概况 .................................................................................... 16 3.1.2 恒大集团的优势 ........................................................................ 17 3.2 恒大集团多元化历程 ........................................................................... 17 3.3 恒大集团多元化发展特点 ................................................................... 19 3.3.1 时机把握准确 ............................................................................ 19 3.3.2 非相关多元化 ............................................................................ 20 3.3.3 涉及领域多 ................................................................................ 20 4 恒大新能源汽车的发展 .................................................................................. 25 4.1 恒大新能源汽车简介 ........................................................................... 25 4.2 恒大新能源汽车发展现状 ................................................................... 25 北京交通大学硕士学位论文 目录 viii 4.3 恒大新能源汽车外部环境分析 ........................................................... 26 4.3.1 政治与法律环境 ........................................................................ 26 4.3.2 经济环境 .................................................................................... 28 4.3.3 社会文化环境 ................