沃尔沃汽车公司发展战略研究

发布时间：2018-09-12 10:45

【摘要】：汽车工业是国家工业发展的核心力量,近年来世界经济持续不景气,中国汽车工业进入WTO后发展迅猛。到2012年,我国汽车产销连续四年蝉联世界产销量第一大国。2009年86年历史的北欧老牌豪华汽车品牌沃尔沃汽车被中国自主品牌吉利汽车收购,该如何确定并完善沃尔沃汽车的发展战略,实现企业资源最佳配置,提高核心竞争力,使企业长期健康稳定发展,保持持续的竞争优势是本文研究的重点。本文运用PEST分析模型,SWOT分析模型等,在对沃尔沃汽车的内外部环境,包括政治、经济、社会及技术环境,及国内外汽车行业竞争环境,企业资源和能力等进行分析后,确定公司的战略和实施发展的路径和举措。沃尔沃汽车发展战略由于中国市场在全球的重要性,即中国发展战略,分解为市场营销战略,产品战略,成本战略与本土化战略。沃尔沃汽车发展战略实施重点包括,迅速提升沃尔沃在营销管理方式与手段,从品牌重塑、提升基础业务体系并将核心业务与衍生业务同步发展,优化流程与制度到增强渠道管理,提高经销商的销售与服务水平。提高个性化产品设计能力和绿色技术设计与开发能力,快速建立中国工厂,有效融合企业跨文化,从而迅速推进本土化战略,进一步优化成本管理能力,提高品牌影响力。本人是基于课题研究过程和成果,充分了解和理解国内外有关战略管理的研究成果,并以此为借鉴,采用理论与实际、定性与定量分析相结合的研究方法。深入调查,掌握最新资讯,使沃尔沃汽车战略研究具有可操作性,不仅为沃尔沃汽车的发展战略提出建议,而且希望为更多中国汽车企业的战略管理提供思路和方法。
[Abstract]:The automobile industry is the core force of the national industrial development. In recent years, the world economy has been in a recession, and the Chinese automobile industry has developed rapidly after entering WTO. Up to 2012, China's automobile production and sales have been the world's largest for four consecutive years. Volvo, a Nordic luxury car brand with a history of 86 years in 2009, was acquired by Geely Automobile, a Chinese independent brand. How to determine and perfect the development strategy of Volvo automobile, realize the best allocation of enterprise resources, improve the core competitiveness, make the enterprise develop healthily and stably for a long time, and maintain the sustainable competitive advantage is the key point of this paper. This paper analyzes the internal and external environment of Volvo automobile, including political, economic, social and technological environment, competition environment of domestic and foreign automobile industry, enterprise resources and ability, etc. Determine the company's strategy and implementation of the development path and initiatives. Due to the importance of the Chinese market in the world, Volvo automobile development strategy is divided into marketing strategy, product strategy, cost strategy and localization strategy. The focus of Volvo's automobile development strategy is to rapidly upgrade Volvo's marketing management methods, reshape its brand, upgrade its basic business system, and synchronize its core business with its derivative business. Optimize process and system to enhance channel management, improve dealer sales and service level. To improve the ability of individualized product design and green technology design and development, to set up Chinese factory quickly, to integrate enterprise cross-culture effectively, to advance localization strategy quickly, to further optimize cost management ability and to increase brand influence. Based on the research process and achievements of the subject, I fully understand and understand the research results of strategic management at home and abroad, and take this as a reference, adopt the research method of combining theory and practice, qualitative and quantitative analysis. Further investigation and mastering the latest information will make the study of Volvo automobile strategy operable, not only for the development strategy of Volvo car, but also for the strategic management of more Chinese automobile enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F272

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