QR汽车公司战略转型研究

发布时间：2018-01-02 06:24

本文关键词：QR汽车公司战略转型研究　出处：《安徽大学》2013年硕士论文　论文类型：学位论文

【摘要】：加入WTO以来,中国的经济呈现了快速稳定的发展态势,人民的生活水平不断提高,对生活品质的追求也越来越强烈。在中国汽车产业发展之初,作为自主品牌第一的QR汽车有着敏锐的前瞻性,抓住机会,销量从无到有实现了爆发性的增长。但随着中国汽车产业的成熟与竞争日趋激烈,作为自主品牌第一的QR汽车遇到了深度发展的瓶颈。如何面对自主品牌、合资品牌、合资自主品牌的三重打压,冲出重围,成为了QR汽车亟需研究与解决的重大课题。 2010年QR汽车内部就萌发了战略转型的思路,通过一些不明显的动作逐步进行试探性的改革。2012年QR在经历2年的酝酿之后,高调的提出了战略转型的理念,大刀阔斧的进行着实施战略转型所需要的改革。本文以QR汽车的战略转型为大背景,以战略转型理论为支持,对QR汽车的战略转型进行研究,通过分析QR汽车所处的内部环境和外部环境,找出QR汽车实施战略转型的动因、战略转型的方向和在战略转型过程中所采取的战略转型措施,从而对其实施战略转型的成果进行预估与总结。全文的主要内容包括六个部分：第一章绪论部分：简要介绍论文的选题背景、研究目的及意义,通过运用相关的研究方法对QR汽车战略转型提出一定的见解及研究思路。第二章企业战略转型理论：对战略转型的相关理论和研究成果进行引用,为后面章节的案例分析做理论铺垫。第三章战略转型前QR汽车环境分析：借助PEST、五力模型和分析工具,结合QR汽车现有概况,对QR汽车当前环境、行业结构、竞争优势、竞争地位进行分析,透视QR汽车竞争战略选择。第四章QR汽车战略转型的决策：使用战略转型理论对QR汽车的转型战略实践进行分析,解析影响QR汽车的战略转型的因素、战略选型的优劣势、机会和威胁,阐述QR战略转型的方向和具体决策。第五章QR汽车的战略转型评估：对QR汽车实施战略转型的效果进行评估,同时也对战略转型的风险和后续管理进行评估。第六章结论与展望希望通过本文对战略转型理论以及QR汽车战略转型的实际分析,对QR目前以及今后的发展,对国内其他自主品牌以及将要进入汽车行业的新晋车企在制定公司战略方针时有一定的参考作用。
[Abstract]:Since China's entry into WTO, China's economy has shown a rapid and stable development trend, people's living standards have been improved, and the pursuit of quality of life has become more and more intense. At the beginning of the development of China's automobile industry. As the first brand QR car has a sharp forward-looking, seize the opportunity, sales from scratch to achieve explosive growth. However, with the maturation and competition of Chinese automobile industry, QR automobile, as the first independent brand, has encountered the bottleneck of deep development. How to face the independent brand, the joint venture brand. The triple pressure of the joint venture brand has become an important subject for QR vehicle to be studied and solved. In 2010, the internal QR car had the idea of strategic transformation, through some unobvious actions to gradually explore the reform. 2012 QR after two years of gestation. High-profile put forward the concept of strategic transformation, the implementation of the strategic transformation of the needs of the reform. This paper takes the strategic transformation of QR vehicle as the background and the theory of strategic transformation as the support to study the strategic transformation of QR vehicle through the analysis of the internal and external environment of QR vehicle. This paper finds out the motivation, direction and measures of strategic transformation of QR vehicle in the process of strategic transformation, so as to predict and summarize the achievements of implementing strategic transformation of QR vehicle. The main content of this paper includes six parts: the first chapter is introduction: brief introduction of the background, research purposes and significance of the thesis. Through the use of relevant research methods to QR vehicle strategic transformation put forward some ideas and research ideas. Chapter two: corporate strategic transformation theory: the relevant theories and research results of strategic transformation are cited. The third chapter QR vehicle environment analysis before the strategic transformation: with the help of pest, five-force model and analysis tools, combined with QR vehicle existing situation. QR automobile current environment, industry structure, competitive advantage, competitive position are analyzed. Chapter 4th: strategic Transformation of QR Automobile: using the Theory of Strategic Transformation to analyze the Transformation Strategy practice of QR Automobile and analyze the factors that affect the Strategic Transformation of QR vehicle. The advantages and disadvantages of strategic selection, opportunities and threats, the direction of QR strategic transformation and specific decision-making. 5th chapter QR vehicle strategic transformation evaluation: to evaluate the effect of QR vehicle strategic transformation. At the same time, the risk and subsequent management of strategic transformation are evaluated. Chapter 6th, conclusions and prospects It is hoped that through the analysis of the theory of strategic transformation and the practical analysis of QR vehicle strategic transformation, QR will be developed at present and in the future. It is helpful to other domestic independent brands and new auto enterprises that will enter the auto industry in formulating the company's strategic policy.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.471

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