松原市金达洲汽车销售服务有限公司竞争战略研究

发布时间：2018-02-04 18:58

本文关键词： 竞争战略汽车销售公司 SWOT分析法　出处：《吉林财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济持续发展和社会不断进步,我国人均收入和消费水平都有显著的提高,特别是我国汽车产销不断增长,我国目前已经成为世界上的第一大汽车销售市场,而且我国人口基数较大,购买力相对较强,购车群体年轻化,汽车销售潜在市场有待开发。但是,近几年汽车销售热度锐减,行业竞争者逐年增多,汽车销售市场进入平稳增长阶段,另外替代品威胁增强,购车者的消费观念发生根本性变化,购车需求更加多样化。因此,汽车销售企业将会面临更大的机遇和挑战。金达洲汽车销售服务有限公司是一家以整车销售为主的私营有限公司,公司要想在激烈的市场竞争中适应多变的经济环境,获得生存和发展,就迫切的需要制定符合自身实际的竞争策略。本文运用PEST分析法和波特五力分析模型对公司的外部环境进行了分析,得出公司目前机遇大于挑战的结论,宏观的政治经济和社会人文环境都有利于汽车销售企业的发展,行业竞争虽然激烈,但是行业潜在竞争对手进入壁垒较高,压力较大,替代品也构不成主要威胁。同时本文对公司内部环境进行了分析,通过对公司人力资源、业务情况、经营状况和市场地位的分析,得出了公司的优势和劣势,公司具有地理位置优越;设备先进,技术领先;品牌效应突出;营销网络健全等优势,但是公司也存在着管理层素质不高;管理客户能力缺乏等不足,总体来说,公司优势明显大于劣势。根据内外部环境分析结果运用SWOT分析法,本文在研究中得出,由于市场竞争越来越激烈,所以企业为了持续健康发展,就要克服自身不足,根据客户特性和竞争对手特点在汽车销售方面采取差异化的竞争战略。为了确保竞争战略的顺利实施,制定了一系列保障措施,如提升企业创新能力;优化组织结构;树立企业文化;丰富营销方式等。本文将为金达洲汽车销售服务有限公司的长期发展提供参考性意见,同时也对中国同类企业制定竞争战略具有指导意义。
[Abstract]:With the sustained economic development and social progress, China's per capita income and consumption level have significantly increased, especially the continuous growth of China's automobile production and marketing. At present, China has become the world's largest automobile sales market, and our population base is large, purchasing power is relatively strong, the group of car buyers is younger, the potential market for car sales needs to be developed. In recent years, the automobile sales heat has decreased sharply, the industry competitors have increased year by year, the auto sales market has entered a stable growth stage, the threat of alternatives has increased, and the consumption concept of car buyers has changed fundamentally. As a result, auto sales companies will face greater opportunities and challenges. Jindazhou Automotive sales Services Co., Ltd. is a private limited company with a focus on vehicle sales. The company wants to adapt to the changeable economic environment in the fierce market competition, obtains the survival and the development. According to the urgent need to formulate competitive strategies in line with their own reality, this paper analyzes the external environment of the company by using PEST analysis method and Porter's five-force analysis model, and draws the conclusion that the opportunity is greater than the challenge at present. Macro political, economic and social environment are conducive to the development of auto sales enterprises. Although the competition in the industry is fierce, the potential competitors in the industry have higher barriers to entry and greater pressure. At the same time, this paper analyzes the company's internal environment, through the analysis of the company's human resources, business conditions, business conditions and market status, the advantages and disadvantages of the company are obtained. The company has a superior geographical location; Advanced equipment, leading technology; Brand effect is prominent; The advantages of sound marketing network, but the company also exists the quality of management is not high; In general, the advantages of the company are greater than the disadvantages. According to the results of internal and external environment analysis using SWOT analysis, this paper concludes that the market competition is becoming more and more fierce. Therefore, in order to maintain healthy development, enterprises must overcome their own shortcomings, according to the characteristics of customers and competitors in automobile sales to adopt a differentiated competitive strategy, in order to ensure the smooth implementation of the competitive strategy. Has formulated a series of safeguard measures, for example, enhances the enterprise innovation ability; Optimizing organizational structure; Set up enterprise culture; This article will provide reference advice for the long-term development of Jinda Zhou Automobile sales Service Co., Ltd., and it will also be of guiding significance for the similar enterprises in China to formulate competition strategy.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F271

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