东风悦达起亚汽车有限公司发展战略研究

发布时间：2018-02-02 23:22

本文关键词： 东风悦达起亚合资企业发展战略　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国加入WTO后,国内外环境的变化给中国汽车工业发展带来了巨大的挑战和机遇,中国的汽车制造业通过技术引进、吸收和创新的发展模式,呈现出前所未有的快速增长势头,世界汽车巨头也通过合资或进口的形式来应对中国市场竞争,中国的汽车消费结构和消费群体均发生了巨大变化,汽车成为人们最重要的运输和交通工具之一。根据国家统计局发布的数据,三分之二以上的交通运输都是通过汽车来完成的。诸多因素推动下,中国私人汽车拥有率也日渐提高,中国汽车市场产销量在2009年达到世界第一。2012年汽车销售总量达到1930万辆,中国汽车保有量超过1.2亿辆,私家车千人汽车保有量达70辆。在此机遇下,车企除了继续利用和引进吸收国外先进的发展经验外,还应当针对中国国情,充分分析市场发展态势,认识市场、了解竞争对手及自身的优劣势,制定适合自身企业发展模式的发展战略,这是汽车企业应对产业巨头的强有力武器。论文以东风悦达起亚汽车有限公司十年间的发展为立足点,结合有关企业发展战略、产业结构的主要理论,借鉴相关汽车企业发展战略制定的经验,在文献研究、对比分析的基础上,运用动态竞争战略理论,波特五力模型、价值链分析和SWOT模型,分析东风悦达起亚战略发展现状及内外部环境,对东风悦达起亚未来发展战略进行探讨与研究,制定出适合东风悦达起亚未来发展方向的产品开发战略、市场营销战略、品牌发展战略以及人力资源战略。在本文第一章中,通过分析中国汽车产业发展现状、韩系车在中国的发展历程及地位以及东风悦达起亚发展现状,提出研究东风悦达起亚进行发展战略的意义和必要性。并回顾和梳理了相关理论和研究现状,阐述了本文的研究方法和研究思路；第二章,分起步、调整、发展三个阶段介绍了东风悦达起亚十年发展历程；第三章,运用PEST分析、行业竞争态势分析和SWOT分析手法对公司所处的内外环境、面临的机遇和挑战、自身的优势与劣势进行深入分析和研究；第四章,基于前文的分析,进一步通过应用动态竞争理论分析,指出企业未来发展的战略目标和合资／自主的战略模式,提出继续保持低成本优势,追求差异化战略的战略发展方向,并制定出具体的执行策略及战略控制的方法和途径。最后,提出未来研究的展望。
[Abstract]:After China's entry into WTO, the changes of domestic and international environment have brought great challenges and opportunities to the development of China's automobile industry. China's automobile manufacturing industry through the introduction of technology, absorption and innovation of the development model. Showing unprecedented rapid growth momentum, the world's auto giants also through joint ventures or imports to cope with the Chinese market competition, China's automobile consumption structure and consumer groups have undergone tremendous changes. Automobile has become one of the most important transportation and transportation tools. According to the data released by the National Bureau of Statistics, more than 2/3 of the transportation is done by car. China's private car ownership rate is also increasing, the Chinese auto market in 2009, the world's largest car sales in 2012, the total number of vehicles reached 19.3 million. China has more than 120 million cars and 70 private cars. Under this opportunity, car companies should not only continue to use and absorb advanced development experience from abroad, but also aim at China's national conditions. Fully analyze the market development situation, understand the market, understand the competitors and their own strengths and weaknesses, and formulate a development strategy suitable for their own enterprise development model. This is a powerful weapon for automobile enterprises to deal with industrial giants. This paper takes the development of Dongfeng Yueda Kia Automobile Co., Ltd. as its foothold, and combines the main theories of enterprise development strategy and industrial structure. On the basis of literature research and comparative analysis, this paper applies dynamic competitive strategy theory, Porter's five-force model, value chain analysis and SWOT model. This paper analyzes the present situation and internal and external environment of Dongfeng Yueda Kia strategy, discusses and studies the future development strategy of Dongfeng Yueda Kia, and formulates a product development strategy suitable for the future development direction of Dongfeng Yueda Kia. Marketing strategy, brand development strategy and human resources strategy. In the first chapter of this paper, through the analysis of the current situation of China's automobile industry development, the Korean train in China's development process and status, as well as Dongfeng Yueda Kia development status. The significance and necessity of studying the development strategy of Dongfeng Yueda Kia are put forward, and the relevant theories and research status are reviewed, and the research methods and research ideas of this paper are expounded. The second chapter introduces the development of Dongfeng Yueda Kia in three stages: starting, adjusting and developing. The third chapter uses PEST analysis, industry competition situation analysis and SWOT analysis to analyze and study the internal and external environment, opportunities and challenges, strengths and weaknesses of the company. Chapter 4th, based on the previous analysis, further through the application of dynamic competition theory analysis, pointed out the future development of the strategic objectives and joint venture / independent strategic model, proposed to continue to maintain low cost advantage. The development direction of differentiation strategy is pursued, and the specific implementation strategy and the methods and approaches of strategic control are worked out. Finally, the prospect of future research is put forward.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471

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