H苏州汽车零部件公司产品市场竞争策略研究

发布时间：2018-06-04 13:27

本文选题：竞争战略 + 核心竞争力　；参考：《西北大学》2013年硕士论文

【摘要】：近年来,随着我国经济的跨越式发展,中国汽车行业得到了长足的发展与进步,同时也推动了我国汽车零部件产业的欣欣向荣。中国汽车市场发展的巨大潜力,成为全球各大汽车零配件厂商角逐的新的“战场",它们纷纷来华筹资建厂,瓜分中国的汽车市场。它们从原来的投资建厂开始逐渐向技术研发中心建立方向发展,利用先进的管理理念与技术优势来抢占市场份额。与此同时,在竞争白热化的汽车市场中,国内企业得益于良好的市场经济条件,通过现有的资源优势在市场中获取竞争力。 H苏州汽车零部件公司(简称H苏州公司)是法国一家上市公司的子公司,其主要经营产品为减震制品。通常情况下,整车厂为满足市场需求,提升企业形象,加强品牌建设,提升综合竞争优势,往往需要选择物美价廉,一站式服务的汽车零部件供应商。本课题研究以波特的“五力”分析模型为理论指导,在充分利用PEST分析方法的基础上,首先对企业外部环境所面临的各种情况进行分析,包括威胁与机遇,现阶段,我国社会与政治环境为汽车零部件行业的发展提供了有利的保障,在同行业内,H公司所面临的新进入者威胁很小,竞争对手虽然寥寥无几,但都实力雄厚,竞争力强,接着,笔者从H苏州公司的内部环境着手,对该公司当前所存在的优劣势进行深入剖析,该公司具备强大的运营能力,技术研发拥有法国总公司的鼎力支持,但由于技术含量较高致使所生产的产品价格与成本也略有偏高,降低了产品竞争优势,最后笔者通过SWOT分析法,得出备选战略,并基于QSPM分析法得出最终策略。
[Abstract]:In recent years, with the rapid development of China's economy, China's automobile industry has made great progress and promoted the prosperity of China's auto parts industry. The huge potential of China's auto market has become a new "battlefield" for major auto parts manufacturers in the world, who have come to China to raise money to build factories and carve up the Chinese auto market. They began to develop from the original investment to the technology R & D center, taking advantage of the advanced management concept and technology to seize the market share. At the same time, in the fierce competition in the automobile market, domestic enterprises benefit from the good market economy conditions, through the existing advantages of resources in the market to gain competitiveness. H Suzhou Automotive parts Company (H Suzhou Company) is a subsidiary of a French listed company, whose main business products are shock absorbers. In order to meet the market demand, enhance the image of the enterprise, strengthen the brand construction and enhance the comprehensive competitive advantage, the automobile factory often needs to choose the supplier of automobile parts with good quality and cheap price and one-stop service. Under the guidance of Porter's "five forces" analysis model, based on the full use of PEST analysis method, this paper first analyzes the various situations facing the external environment of enterprises, including threats and opportunities, at the present stage. The social and political environment of our country has provided a favorable guarantee for the development of the auto parts industry. In the same industry, the new entrants faced by the company are very small. Although the competitors are very few, they are all strong and competitive, and then, Starting from the internal environment of H Suzhou Company, the author analyzes the advantages and disadvantages of the company at present. The company has strong operating ability and the technical research and development has the great support of the French head Office. However, because of the high technology content, the price and cost of the product are also slightly higher, which reduces the competitive advantage of the product. Finally, the author obtains the alternative strategy through SWOT analysis, and obtains the final strategy based on QSPM analysis.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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