XZ奥迪汽车销售（集团）公司发展战略研究

发布时间：2018-04-19 16:37

本文选题：发展战略 + 奥迪汽车销售公司　；参考：《昆明理工大学》2013年硕士论文

【摘要】：我国汽车市场的飞速发展吸引了更多的世界跨国汽车巨头参与我国汽车市场竞争,特别是近几年来,几乎每年有百种以上的新车上市,汽车广告投放量大幅增加,消费者持币待购心理加重等众多因素,造就了汽车市场的竞争愈加混乱,消费者迅速变得成熟和理性,经销商生存状况急剧恶化,新闻媒体越来越难以对付,传统营销策略效果越来越差。汽车市场种种迹象表明,我国汽车市场已经进入一个新的阶段,依靠原先一两招有创意的策划和新概念炒作已经越来越难以打动消费者。汽车经销商要想在激烈的汽车市场竞争环境中获得生存和取得发展,进行发展战略管理,发现自身的竞争优势和机遇、克服弱势和威胁是非常必要的。在课题的研究过程中主要采用了文献法、观察法、访谈法和个案分析法。通过综合运用以上方法对本课题以下方面的内容进行研究：本课题以XZ奥迪汽车销售集团公司为例,首先对课题研究的一些具体情况进行说明,主要阐述了课题选题和意义、拟采用的研究方法、技术路线,以及课题研究方面的研究的国内外研究现状；其二,通过访谈法对XZ奥迪汽车销售集团公司的发展现状进行总结,笔者主要从公司发展历史和经验现状方面进行了概况；其三,利用PEST分析法对XZ奥迪汽车销售集团公司所处的政治法律、经济、社会文化和技术等外部环境进行了深入的分析,同时采用波特模型对整个行业竞争环境进行了分析；其四,对XZ奥迪汽车销售集团公司内部条件进行了分析；其五,对XZ奥迪汽车销售集团公司发展战略定位及其构建,在该部分对主要利益相关者对公司发展战略的影响,从内外利益相关者进行了分析,同时采用了SWOT对于公司发展进行了战略定位,提出了公司发展战略构建的一些思路；其六,为了可以有效的确保XZ奥迪汽车销售集团公司发展战略的实施,从而提出了相关方面规划和措施,规划了公司发展战略的具体实施步骤、对公司发展战略实施的风险与对策、以及战略实施的支撑手段,应该从组织管理、资金运作、市场营销和企业文化方面着手。
[Abstract]:The rapid development of the automobile market in our country has attracted more and more international automobile giants to participate in the competition in China's automobile market, especially in recent years, there are almost 100 kinds of new cars on the market every year, and the number of automobile advertisements has increased substantially.Many factors, such as the increasing psychology of consumers holding money and waiting to be purchased, have created an even more chaotic competition in the automobile market, consumers have rapidly become mature and rational, dealers' living conditions have deteriorated sharply, and the news media are becoming more and more difficult to cope with.The effect of traditional marketing strategy is getting worse and worse.All kinds of signs of automobile market indicate that the automobile market of our country has entered a new stage, relying on the original one or two creative plans and new concept hype has become more and more difficult to impress consumers.It is very necessary for automobile dealers to survive and develop in the fierce competition environment of automobile market, to manage the development strategy, to find their own competitive advantages and opportunities, and to overcome the disadvantages and threats.In the course of the research, literature method, observation method, interview method and case analysis method are mainly used.Through the comprehensive use of the above methods, the following aspects of this topic are studied:This subject takes XZ Audi Automobile sales Group Company as an example, first of all, it explains some specific situation of the subject research, mainly expounds the topic and significance, the research method to be adopted, the technical route,And the domestic and foreign research status quo of the subject research; second, through the interview to the XZ Audi Automobile sales Group Company's current development situation, the author mainly from the company's history and experience of the status quo; third,In this paper, the author makes a deep analysis of the external environment of XZ Audi Automobile sales Group Company, such as politics, law, economy, social culture and technology by using PEST analysis method. At the same time, it analyzes the competition environment of the whole industry by using Porter's model.This paper analyzes the internal conditions of XZ Audi Automobile sales Group Company. Fifth, it analyzes the strategic orientation and construction of XZ Audi Automobile sales Group Company, and the influence of this part on the development strategy of the main stakeholders.This paper analyzes the internal and external stakeholders, and at the same time, adopts SWOT to carry on the strategic orientation for the company's development, and puts forward some ideas of the company's development strategy construction.In order to ensure the implementation of the development strategy of the XZ Audi Automobile sales Group Company effectively, this paper puts forward the relevant planning and measures, plans the concrete implementation steps of the company's development strategy, and puts forward the risks and countermeasures to the implementation of the development strategy of the company.And the supporting means of strategy implementation should be from the aspects of organizational management, capital operation, marketing and corporate culture.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F416.471

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