一汽解放公司发展战略研究

发布时间：2018-01-13 21:35

本文关键词：一汽解放公司发展战略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来,我国商用车发展的很快,取得了很大的突破和成绩,一汽解放商用车在整个自主产销中占有举足轻重的地位,2016年中重型市场份额全国第一。当然,随着市场竞争的日益激烈,后起之秀异军突起,形成了一批具有极强竞争力的商用车集团。在这种大背景下,紧跟国内外商用车发展趋势,制定具有国际化竞争力的发展战略,提升的一汽解放商用车产品综合竞争力,是一汽解放商用车未来发展的重中之重。本论文首先对一汽解放商用车发展现状进行描述,指出一汽解放商用车发展所面临的问题,并从多角度对产生的原因进行深入的分析。接下来对一汽解放商用车发展所处的内外部环境进行分析,其中运用PEST分析法对一汽解放商用车发展所面临的外部宏观环境进行分析,再运用波特五力分析法对一汽解放商用车所面临的竞争环境进行分析,同时对一汽解放商用车发展的内部条件进行分析,主要围绕公司技术研发能力、生产经营能力、营销服务能力、人力资源能力四个维度展开。通过内外部环境分析,运用SWOT模型深入剖析一汽解放商用车发展所面临的外部机会、威胁和内部优势、劣势。结合以上分析,为一汽解放商用车发展制定了清晰明确的整体战略目标及“十三五”规划目标。整体战略目标是打造中国卡车第一品牌,国内卡车行业创新能力最强,技术领先,品质、安全、节能、环保、效率第一;“十三五”规划目标是轻中重型卡车全面发展,打造全价值链的国内领先、优质高效、创新驱动、绿色环保型企业,其中销售目标到2020年中重型卡车国内销量14万辆,市场份额20%,轻型卡车销量4.4万辆,市场份额5%,出口2.1万辆;经营目标到2020年利润率达到2%。战略目标完成制定后,结合SWOT内外部环境分析,明确总体战略选择采用“扩张型战略”,通过不断的战略扩张,继续发展壮大一汽解放商用车事业。并利用波士顿矩阵法对各业务板块进行战略匹配、选择。随后结合各业务板块战略选择,提出具体战略举措,包括产品技术领先战略、质量制胜战略、成本优化战略、结构调整战略、智能互联战略、绿色发展战略。为了有效支撑六大战略的实施,分别从市场研究及产品策划体系、产品研发体系、生产准备及制造体系、营销服务体系、质量保证体系、采购体系、财务体系、体制机制体系、组织机构及人力资源体系九大维度提出保障措施。本篇论文研究的重大意义及价值在于基于目前一汽解放商用车的发展现状,以把解放商用车“做强、做大、做优”,提升产品竞争力,实现未来国内领先、国际一流为目标,制定了一个科学、准确的未来发展战略,对于一汽解放商用车在市场上立于不败之地,持续领航具有重要的现实意义。
[Abstract]:In recent years, commercial vehicles in China have developed rapidly, and achieved great breakthroughs and achievements. FAW liberation commercial vehicles play a pivotal role in the whole independent production and marketing. The market share of medium and heavy duty is the first in the country in 2016. Of course, with the increasingly fierce competition in the market, the rising star has formed a group of highly competitive commercial vehicle groups. Closely follow the development trend of commercial vehicles at home and abroad, formulate a development strategy with international competitiveness, enhance the comprehensive competitiveness of FAW liberation commercial vehicle products. This paper first describes the current situation of FAW liberation commercial vehicle development and points out the problems that FAW liberation commercial vehicle development faces. And from a variety of angles to the causes of in-depth analysis. Then FAW liberation commercial vehicle development in the internal and external environment analysis. Among them, PEST analysis method is used to analyze the external macro environment of FAW liberation commercial vehicle development, and then the competitive environment of FAW liberation commercial vehicle is analyzed by using Porter five-force analysis method. At the same time, the internal conditions of FAW liberation commercial vehicle development are analyzed, mainly around the company's technical research and development ability, production and management ability, marketing and service ability. Through the analysis of internal and external environment, SWOT model is used to analyze the external opportunities, threats and internal advantages of FAW liberation commercial vehicle development. Inferiority. Combined with the above analysis, the development of FAW liberation commercial vehicles has formulated clear and clear overall strategic objectives and the "13th Five-Year" planning objectives. The overall strategic goal is to create the first brand of Chinese trucks. Domestic truck industry has the strongest innovation ability, leading technology, quality, safety, energy saving, environmental protection, efficiency first; The "13th Five-Year Plan" aims to develop light, medium and heavy trucks in an all-round way and build a leading domestic value chain with high quality and high efficiency, innovation driven and green environmental protection enterprises. Among them, the sales target is 140,000 domestic sales of medium and heavy trucks by 2020, 20 market share, 44,000 light truck sales, 5 market share and 21,000 export; By 2020, the profit margin of the business target has reached 2.After the completion of the strategic objectives, combined with the analysis of the internal and external environment of SWOT, it is clear that the overall strategic choice adopts the "expansionary strategy", and through the continuous strategic expansion. Continue to develop and strengthen FAW liberation commercial vehicle cause. And use Boston matrix method to carry on the strategic matching and selection to each business plate. Then combined with the strategic choice of each business plate, put forward specific strategic measures. Including product technology leading strategy, quality winning strategy, cost optimization strategy, structural adjustment strategy, intelligent interconnection strategy, green development strategy. In order to effectively support the implementation of the six strategies. From market research and product planning system, product research and development system, production preparation and manufacturing system, marketing service system, quality assurance system, procurement system, financial system, institutional mechanism system. The great significance and value of this paper is based on the current development situation of FAW liberation commercial vehicle, in order to make the liberation commercial vehicle stronger and bigger. "to improve the competitiveness of products, to achieve the future domestic leading, international first-class goal, formulated a scientific, accurate future development strategy, for FAW liberation commercial vehicles in the market invincible." Continuous pilotage is of great practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F272

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