竞争优势视角下中国新能源汽车出口东南亚的市场分化路径研究

Research on the Market Differentiation Paths of Chinese New Energy Vehicle Exports to Southeast Asia from the Perspective of Competitive Advantage

摘要: 在全球绿色转型加速推进的背景下，中国新能源汽车出口规模持续扩张，东南亚已成为重要的战略目标市场。然而，东南亚各国在经济发展水平、政策环境、基础设施条件与竞争格局等方面存在显著差异，导致中国新能源汽车在该地区呈现出明显的市场分化特征。本文基于波特竞争优势理论与要素禀赋理论，系统分析中国新能源汽车的核心竞争优势来源，并以泰国、印度尼西亚、越南、老挝为典型样本，从市场环境、竞争格局与渗透路径三个维度对东南亚市场分化现象进行比较研究。研究发现，中国新能源汽车在东南亚的市场渗透路径可归纳为三种模式：以泰国、印尼为代表的“规模化本地生产渗透”模式、以越南为代表的“整车出口快速切入”模式，以及以老挝为代表的“轻量化市场渗透”模式。基于此，本文从差异化市场策略、本地化协同建设与区域政策利用三个层面提出针对性路径建议，以期为中国新能源汽车企业制定差异化东南亚市场战略提供理论参考。

Abstract: Against the backdrop of the accelerating global green transition, China’s exports of new energy vehicles (NEVs) have continued to expand, with Southeast Asia emerging as a strategically important target market. However, significant differences exist among Southeast Asian countries in terms of economic development levels, policy environments, infrastructure conditions, and competitive landscapes, leading to pronounced market differentiation for Chinese NEVs in the region. Drawing on Porter’s theory of competitive advantage and the factor endowment theory, this paper systematically analyzes the sources of core competitive advantages of Chinese NEVs. Taking Thailand, Indonesia, Vietnam, and Laos as typical cases, it conducts a comparative study of market differentiation in Southeast Asia from three dimensions: market environment, competitive landscape, and penetration pathways. The study identifies three main models of market penetration for Chinese NEVs in Southeast Asia: “large-scale localized production penetration”, as seen in Thailand and Indonesia; the “rapid entry model based on complete vehicle exports”, as observed in Vietnam; and the “lightweight underdeveloped market penetration” model, exemplified by Laos. Based on these findings, the paper proposes targeted strategic recommendations from three perspectives—differentiated market strategies, localized collaborative development, and regional policy utilization—to provide theoretical guidance for Chinese NEV enterprises in formulating differentiated strategies for the Southeast Asian market.