物产元通汽车集团业务重组战略研究

发布时间：2018-02-26 02:28

本文关键词： 物产元通汽车集团后服务市场矩阵式管理业务重组　出处：《浙江理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：面对汽车销售进入微利时代，发掘汽车后服务业领域的潜在利润已成为汽车行业竞争中众多经销商寻找新的利润增长点的新举措，本文以浙江物产元通汽车集团有限公司为背景，从一般宏观环境分析、行业环境与经营环境分析以及其集团发展的具体情况，，其中一般宏观环境分析是从政治法律因素、经济因素、社会文化因素以及技术因素进行分析的。对于行业与经营环境分析，着重分析了汽车行业生命周期、汽车和服务业生命周期以及五力模型分析。在对物产元通汽车集团资源、能力进行分析的前提下，对集团进行了SWOT分析，认清集团所面临的机会与威胁，优势与劣势，把握和发挥机会和优势，并将威胁转化为机会，把劣势转化为优势实现集团整体战略目标和可持续发展。在前面分析总结的基础上，提出集团发展战略目标和业务重组目标，并详细提出业务重组目标实现的方案：将后服务打造为集团核心竞争力；建立品牌区域后服务矩阵式三合一管理体系。并对管理模式和组织架构进行调整：发挥矩阵式组织模式的优势着重明确集团品牌事业线与区域线责任划分；完善企业员工培养和考核制度并提高集团服务人员水平；完善客户关系运营方案以提高客户忠诚度三点要求。以保障形成有利于业务重组，为广大集团经营者如何开展业务重组提供了理论上和策略上的借鉴。
[Abstract]:In the face of the automobile sales entering the era of small profit, exploring the potential profits in the field of automobile after-service industry has become a new measure for many dealers to seek new profit growth points in the automobile industry competition. Based on the background of Zhejiang Yuantong Automobile Group Co., Ltd., this paper analyzes the general macro environment, industry environment and business environment, as well as the specific situation of the development of the group, in which the general macro environment analysis is based on the political and legal factors. Economic factors, social and cultural factors and technical factors are analyzed. For the analysis of industry and business environment, the life cycle of automobile industry, automobile and service industry and the five forces model are analyzed emphatically. On the premise of analyzing the resources and ability of Yuantong Automobile Group, this paper makes SWOT analysis to the Group, recognizes the opportunities and threats, advantages and disadvantages, grasps and exerts the opportunities and advantages, and transforms the threats into opportunities. Turn inferiority into advantage to realize the group's overall strategic goal and sustainable development. On the basis of the previous analysis and summary, this paper puts forward the strategic goal of group development and the goal of business reorganization, and puts forward the plan to realize the goal of business restructuring in detail: making the post service into the core competitiveness of the group; Establish the three-in-one management system of post-brand service matrix, and adjust the management model and organizational structure: give play to the advantages of the matrix organization model, focus on the division of responsibility between brand and regional lines; Improve the staff training and assessment system and improve the service staff level of the group; improve the customer relationship operation program to improve customer loyalty three requirements, in order to ensure the formation of conducive to business restructuring, For the majority of group operators how to carry out business restructuring provides a theoretical and strategic reference.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.471

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