广汽乘用车公司竞争战略研究

发布时间：2018-01-12 10:37

本文关键词：广汽乘用车公司竞争战略研究　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国汽车市场经过十几年的快速发展，已经成为世界汽车产销量第一大国，各大汽车企业之间的竞争已经在各个层面展开，汽车市场也逐步回归理性。随着国家宏观经济趋于稳定和居民收入水平提高，，2013年的中国汽车市场将继续保持低速增长。但是外国汽车企业加大力度不断推出具有竞争力的车型，再加上城市交通拥堵、部分城市“限购”、能源紧张、原材料价格上涨和“汽车三包”政策的实施，这些都将使中国的汽车企业陷入更加激烈的竞争。作为中国自主品牌汽车的新生力量-广汽乘用车公司，如何在当前竞争激烈的市场环境下继续生存和有序发展，依靠哪些资源和能力与竞争对手竞争，这就需要尽快确定适合广汽乘用车公司发展的竞争战略，并提出有效的实施策略和保障措施，从而在激烈的汽车市场竞争中赢得生存与发展的机会。确定广汽乘用车公司竞争战略就需要重点分析以下几个问题： 1)广汽乘用车公司的市场定位和目标客户是什么？ 2)广汽乘用车公司应该选择哪种竞争战略？ 3)广汽乘用车公司应该采取哪些实施策略？ 4)广汽乘用车公司应该采取哪些保障措施确保竞争战略的实施？本文运用PEST和波特五力模型等工具对广汽乘用车公司内外部环境和资源进行分析，得出广汽乘用车公司的优势是拥有优秀的中高层管理团队、完善的全球供应商管理体系、一流的产品品质、车型和品牌得到市场认可，劣势是车型研发相对滞后、营销网络不够完善以及产品成本较高。宏观环境和政治发展环境趋向稳定、汽车市场刚性需求持续存在、公务用车标准下调等方面是广汽乘用车公司发展的机会，但是能源紧张、原材料价格上涨、城市交通拥堵和“汽车三包”政策的实施等不利因素威胁着广汽乘用车公司的发展。通过对公司内外部环境SWOT分析，制定了广汽乘用车公司的战略意图与企业宗旨，明确了市场定位与目标客户，提出广汽乘用车公司应该在产品策略、客户服务、企业形象、市场开拓四个方面实施差异化战略，并通过有效的战略实施措施，提高广汽乘用车公司的品牌知名度和市场占有率，实现广汽乘用车公司的可持续发展。
[Abstract]:After more than ten years of rapid development, China's auto market has become the world's largest automobile production and sales, and the competition among major automobile enterprises has been launched at all levels. The auto market is also gradually returning to rationality. Along with the stabilization of the national macroeconomic and the improvement of the income level of the residents. In 2013, China's auto market will continue to grow at a low speed. But foreign auto companies have stepped up their efforts to introduce competitive models, along with urban traffic jams, and some cities have "restricted purchases". Energy tensions, rising raw material prices and the implementation of the "three guarantees" policy will push Chinese auto companies into more intense competition. As the new force of China's independent brand car, how to continue to survive and develop orderly in the current competitive market environment, which resources and ability to rely on to compete with competitors. Therefore, it is necessary to determine the competitive strategy suitable for the development of Guangzhou Auto passenger car Company as soon as possible, and put forward effective implementation strategies and safeguard measures. In order to win the opportunity of survival and development in the fierce automobile market competition, it is necessary to analyze the following problems in order to determine the competitive strategy of Guangzhou Auto passenger car Company: 1) what are the market positioning and target customers of Guangzhou Auto passenger car Company? 2) what kind of competitive strategy should Guangzhou Auto passenger car Company choose? 3) what implementation strategies should be adopted by Guangzhou Auto passenger car Company? 4) what safeguards should be taken by Guangzhou Auto passenger car Company to ensure the implementation of the competitive strategy? This paper analyzes the internal and external environment and resources of Guangzhou Auto passenger car Company by means of PEST and Porter five Force Model, and concludes that the advantage of Guangzhou Auto passenger car Company is to have an excellent middle and senior management team. Perfect global supplier management system, first-class product quality, models and brands are recognized by the market, the disadvantage is that the development of models is lagging behind. The marketing network is not perfect and the product cost is high. The macro environment and the political development environment tend to be stable, and the rigid demand of automobile market continues to exist. Such aspects as lower standards for official vehicles are opportunities for the company to develop, but energy is tight and raw material prices rise. Urban traffic congestion and the implementation of the "three guarantees" policy threaten the development of Guangzhou Auto passenger car Company. This paper analyzes the internal and external environment of the company by SWOT. The strategic intention and enterprise aim of Guangzhou Auto passenger car Company are formulated, the market orientation and target customers are defined, and the product strategy, customer service and corporate image of Guangzhou Auto passenger car Company are put forward. In order to realize the sustainable development of Guangzhou Auto passenger car Company, it implements differentiation strategy in four aspects of market development, and improves the brand popularity and market share of Guangzhou Auto passenger car Company through effective strategy implementation measures.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.471

【共引文献】