基于竞争优势理论的中国汽车4S销售服务企业战略研究

发布时间：2018-06-01 05:04

本文选题：竞争优势 + 4S销售服务业　；参考：《湖北工业大学》2013年硕士论文

【摘要】：汽车产业作为中国国民经济战略性支柱产业，集生产，销售，服务于一体，包含的行业多，价值链长。作为产业中的重要环节，整车销售和售后服务对于汽车产业的发展壮大起到至关重要的作用。自2001年中国加入世界贸易组织(WTO)，汽车4S销售服务业经历了快速发展,迅速成为了中国汽车销售服务的主体模式，创造了巨大的经济效益。但跟世界发达国家相比,我国的4S销售部服务企业无论从服务理念，，技术手段到运营模式等方面都存在着明显差距。如何在发展中提升竞争力，弥补缺陷，实现竞争优势，成为了汽车销售服务行业和众多4S企业面临的重要问题。竞争优势理论，产业经济学理论，核心能力理论以及竞争战略分析是学术界和商业界用以透析一个行业和行业中的企业管理模式，制定合理发展战略和竞争战略的重要方法。本文以竞争优势理论，产业经济学理论和竞争战略分析为依托，总结了国内外汽车销售服务业的发展规律，借鉴了国外汽车销售服务企业先进的管理模式,结合中国特色的市场经济模式和本土企业的文化背景,对提升4S汽车销售服务企业的核心竞争力，制定合理化战略进行探讨和研究。本文主要包括七个构成部分:第一部分阐述了研究背景意义，研究方法内容以及研究框架。第二部分介绍了竞争优势理论，产业经济学等相关理论和本论文采取的主要分析方法和模型。第三部分析了国内外汽车销售服务业的现状和面临的挑战，对4S行业做出了产业价值链分析和波特五力分析。第四部分通过SCP理论从市场结构，行业竞争行为，以及行业绩效对汽车4S行业具体特征进行分析。第五部分是论文的核心，分析总结4S企业的核心能力，归纳了汽车4S企业的战略规划，提出我国4S销售服务企业集约式发展的总体发展战略和采取营销渠道差异化及服务营销差异化的现实竞争战略。第六部分以轩宇汽车集团为实例,进行案例分析，将本文述及的企业战略选择和方法应用到企业具体的实践经营中。第七部分是对我国汽车4S销售服务企业发展现状的总结和对未来的展望。本文希望通过理论分析和实际例证，从创建竞争优势的角度提出适合中国汽车4S销售服务企业的发展战略和竞争战略，希望研究成果可以更好地推动中国汽车产业的迅猛发展。
[Abstract]:As a strategic pillar industry of China's national economy, automobile industry integrates production, sales and service, including many industries and long value chain. As an important link in the industry, vehicle sales and after-sales service play a vital role in the development and expansion of the automotive industry. Since China joined the World Trade Organization (WTO) in 2001, the automobile 4S sales service industry has experienced a rapid development, which has rapidly become the main model of China's automobile sales service, and has created enormous economic benefits. But compared with the developed countries in the world, there are obvious gaps in the service enterprises of 4S sales department in our country in terms of service concept, technical means and operation mode. How to improve the competitiveness, make up for the defects and realize the competitive advantage in the developing process has become an important problem facing the automobile sales service industry and many 4S enterprises. The theory of competitive advantage, the theory of industrial economics, the theory of core competence and the analysis of competitive strategy are the important methods used by academia and business to analyze the enterprise management model in an industry and to formulate a reasonable development strategy and competitive strategy. Based on the theory of competitive advantage, the theory of industrial economics and the analysis of competitive strategy, this paper summarizes the development law of domestic and foreign automobile sales service industry, and draws lessons from the advanced management mode of foreign automobile sales service enterprises. Combined with the market economy model with Chinese characteristics and the cultural background of local enterprises, this paper probes into and studies how to enhance the core competitiveness of 4S automobile sales service enterprises and to formulate rationalization strategies. This paper consists of seven parts: the first part describes the significance of the research background, research methods and research framework. The second part introduces the competitive advantage theory, industrial economics and other relevant theories and the main analysis methods and models adopted in this paper. The third part analyzes the current situation and challenges of domestic and foreign automobile sales service industry, and makes the industrial value chain analysis and Porter's five forces analysis of 4S industry. The fourth part analyzes the specific characteristics of automobile 4S industry through SCP theory from the market structure, industry competitive behavior, and industry performance. The fifth part is the core of the thesis. It analyzes and summarizes the core competence of 4S enterprise, and summarizes the strategic planning of automobile 4S enterprise. This paper puts forward the overall development strategy of 4S sales and service enterprises and the realistic competition strategy of marketing channel differentiation and service marketing differentiation. The sixth part takes Xuan Yu Automobile Group as an example to carry on the case analysis, applies the enterprise strategy choice and the method mentioned in this article to the enterprise concrete practice management. The seventh part is the summary of the present situation of the automobile 4S sales service enterprises in China and the prospect of the future. This paper hopes to put forward the development strategy and competitive strategy suitable for China's auto 4S sales service enterprises through theoretical analysis and practical examples, and hope that the research results can better promote the rapid development of China's automobile industry.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F272

【参考文献】