D汽车集团在华发展战略研究

发布时间：2018-06-26 01:07

本文选题：D集团 + 战略管理　；参考：《中国地质大学(北京)》2017年硕士论文

【摘要】：自21世纪起,汽车行业迅速发展,中国作为新兴汽车消费大国,吸引了很多跨国汽车企业的关注。跨国汽车企业D集团是世界上几大最具影响力的豪华轿车生产商和商用汽车生产商之一,在D集团的全球化版图中,中国是其最大的海外消费市场,也是其最重要的海外竞争市场。如今中国汽车行业蓬勃发展,政府政策偏好以及产业环境均在不断变化,因此面对中国的汽车消费市场环境变化,D集团必须因地制宜,制定良好的在华发展战略,从而抓住中国汽车消费市场迅速发展的趋势,实现自身利益的最大化。本文对世界百强跨国汽车企业D集团进行在华发展战略研究。通过对D集团在华发展的整个战略管理过程进行分析,运用定性与定量相结合的研究方法,从战略分析入手,到战略选择与战略实施,得到D集团在华发展战略整体研究报告,为D集团在华未来发展战略的选择与实施提供方向。本文的结论为:面对不断扩大的中国汽车消费市场,D汽车集团在华发展战略的方向为积极的机会型发展战略。具体应做到:(1)积极进行汽车研发创新。面对中国政府的新能源汽车政策倾向,加大对新能源汽车的研发力度,同时针对中国消费者的产品偏好,积极研发出符合中国市场的环保新车型。(2)促进营销策略发展。加大对经销商网络的部署,合理利用合资企业的经销商网络,并注重对经销商的培训,保证经销商为消费者提供便捷良好的服务。(3)实施更加深入的本土化战略。企业应该积极应对中国复杂多变的经济环境,“放眼全球,深耕本土”,实施更加深入的本土化战略。本文的创新点在于以下三点:(1)本文在分析过程中采用多种定量分析方法,摒弃之前学者仅采取定性分析法研究企业战略管理的弊端,使得战略管理分析更具理性,更有说服力。(2)学者对企业战略的研究大多局限于战略选择,然而本文从战略分析入手,到战略选择以及战略实施各个方面,涉及到战略管理的全过程,更具有完整性。(3)本文采取案例研究的方式,结合D汽车集团实际情况进行分析,得出的结论更符合现实,可以为其他企业在华发展战略提供参考。
[Abstract]:With the rapid development of automobile industry in the 21st century, China, as a new automobile consuming country, has attracted the attention of many multinational automobile enterprises. Group D, a multinational auto company, is one of the world's most influential luxury car makers and commercial car manufacturers, and China is its largest overseas consumer market in the globalization of Group D. It is also its most important overseas competition market. Nowadays, China's auto industry is booming, and government policy preferences and industrial environment are constantly changing. Therefore, in the face of the changing environment in China's automobile consumption market, Group D must formulate a sound development strategy in accordance with local conditions. In order to grasp the rapid development of China's auto consumption market, to maximize their own interests. This paper studies the development strategy of Group D, one of the world's top 100 multinational auto companies in China. Through the analysis of the whole strategic management process of D Group's development in China, using the method of combining qualitative and quantitative research, starting from strategic analysis to strategic choice and implementation, the paper obtains the overall research report of D Group's development strategy in China. For D Group in the future development strategy choice and implementation direction. The conclusion of this paper is as follows: facing the expanding Chinese automobile consumption market, the development strategy of D Automobile Group in China is a positive opportunity development strategy. Specific should achieve: (1) to actively carry out automotive R & D innovation. In the face of the Chinese government's new energy vehicle policy trend, we should step up the research and development of new energy vehicles, and actively develop new environmentally friendly models in accordance with the Chinese consumers' product preferences. (2) promote the development of marketing strategies. Increase the deployment of dealer network, reasonable use of joint venture dealer network, and pay attention to the training of dealers, to ensure that dealers provide convenient and good services for consumers. (3) to implement a more in-depth localization strategy. Enterprises should actively deal with China's complex and changeable economic environment, "looking at the world, deep cultivation of local", and implement a more in-depth localization strategy. The innovation of this paper lies in the following three points: (1) this paper adopts a variety of quantitative analysis methods in the process of analysis, and abandons the shortcomings of the qualitative analysis method, which makes the strategic management analysis more rational. (2) most of the scholars' research on enterprise strategy is limited to strategic choice. However, this paper starts with strategic analysis, including strategic choice and strategy implementation, which involves the whole process of strategic management. (3) this paper adopts the method of case study and analyzes the actual situation of D Automobile Group. The conclusion is more realistic and can provide reference for the development strategy of other enterprises in China.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.471;F272

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