H汽车经销商提升核心竞争力战略研究
发布时间：2018-07-28 13:42
【摘要】：中国汽车行业经历了半个多世纪的成长逐渐趋于成熟，近年来我国汽车市场发展迅速,消费者的购买力日趋增强，国内外知名汽车厂商争相涌入中国市场，市场总规模不断扩大。与此同时，越来越多的汽车经销商应运而生，并且向着大型汽车经销集团化方向发展，这些主要以4S专营店模式经营的经销商企业都面临着激烈的市场竞争，并且随着汽车产业产能过剩的现象日益严重，经销商企业面临着前所未有的压力。作为一家拥有10年发展历程的汽车经销集团企业，，H公司不断调整组织结构和发展战略，转变经营方式，在扩大汽车主营业务的同时，不断拓展汽车产业链服务，培育新的盈利模式。目前，H汽车经销商已跻身行业前列，但是业务范围的不断扩展以及经营规模的持续壮大对企业提出了更高的要求，H公司必须高度重视企业所面临的竞争，在传统销售服务的基础上，投身发展战略研究，制定符合自身特点的经营方案，不断提高企业的核心竞争力，才能在竞争日益激烈的汽车行业中保证可持续发展。 本文主要利用波特竞争战略理论的重要验证功能和指导意义，首先根据波特五力分析模型，分别对H经销商所面临的内部和外部竞争环境进行分析，总结H公司所面临的严峻竞争压力；然后根据这些内外环境的条件研究适合H汽车经销商的竞争战略，利用波特三大基本战略理论，结合在H经销商工作实践与相关资料，对公司的经营策略、业务能力进行深入分析，研究H经销商为实现在汽车行业内的竞争优势所运用的竞争防御战略和具体实施方案；此外，文章验证了波特三大基本战略理论并非相互矛盾的新论点，通过实例说明总成本领先战略与差异化战略是可以同时被企业所运用的，打破了波特关于三种战略不可兼得的论断。本文对H经销商提高核心竞争力的战略研究希望能够对国内同处于激烈竞争的汽车经销商企业有一定的借鉴和参考价值。
[Abstract]:China's automobile industry has experienced more than half a century of growth and gradually matured. In recent years, China's automobile market has developed rapidly, consumers' purchasing power has been increasing, and domestic and foreign well-known automobile manufacturers are rushing into the Chinese market. The total size of the market continues to expand. At the same time, more and more automobile dealers emerge as the times require, and develop towards the direction of large-scale automobile distribution collectivization. These dealer enterprises, which mainly operate in 4S exclusive store mode, are facing fierce market competition. And with the auto industry overcapacity increasingly serious, dealer enterprises are facing unprecedented pressure. As a car distribution group company with 10 years of development, the company has constantly adjusted its organizational structure and development strategy, changed its management mode, expanded its main automobile business, and continuously expanded its automotive industry chain services at the same time. Cultivate a new profit model. At present, the automobile dealers have been in the forefront of the industry, but the continuous expansion of the business scope and the continuous expansion of the business scale put forward a higher demand for the enterprises to pay close attention to the competition faced by the enterprises. On the basis of traditional sales and service, we should devote ourselves to the research of development strategy, draw up the management plan according to our own characteristics, and constantly improve the core competitiveness of enterprises, so as to ensure the sustainable development in the increasingly competitive automobile industry. This paper mainly uses the important verification function and guiding significance of Porter's competitive strategy theory. Firstly, according to Porter's five-force analysis model, the paper analyzes the internal and external competitive environment faced by H dealers, respectively. This paper summarizes the severe competitive pressure faced by H Company, and then, according to the conditions of these internal and external environments, studies the competitive strategy suitable for H automobile dealers, and combines the three basic strategic theories of Porter with the working practice and relevant materials in H dealers. This paper analyzes the management strategy and business ability of the company deeply, studies the competition defense strategy and the concrete implementation plan of H dealer in order to realize the competitive advantage in the automobile industry. This paper verifies the new argument that Porter's three basic strategic theories are not contradictory, and proves that the total cost leading strategy and the differentiation strategy can be used by enterprises simultaneously, which breaks Porter's argument that the three strategies cannot be obtained simultaneously. This paper hopes that the strategic research on how to improve the core competence of H dealers can be used for reference and reference for domestic automobile dealers who are in fierce competition.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F271
本文编号：2150329
[Abstract]:China's automobile industry has experienced more than half a century of growth and gradually matured. In recent years, China's automobile market has developed rapidly, consumers' purchasing power has been increasing, and domestic and foreign well-known automobile manufacturers are rushing into the Chinese market. The total size of the market continues to expand. At the same time, more and more automobile dealers emerge as the times require, and develop towards the direction of large-scale automobile distribution collectivization. These dealer enterprises, which mainly operate in 4S exclusive store mode, are facing fierce market competition. And with the auto industry overcapacity increasingly serious, dealer enterprises are facing unprecedented pressure. As a car distribution group company with 10 years of development, the company has constantly adjusted its organizational structure and development strategy, changed its management mode, expanded its main automobile business, and continuously expanded its automotive industry chain services at the same time. Cultivate a new profit model. At present, the automobile dealers have been in the forefront of the industry, but the continuous expansion of the business scope and the continuous expansion of the business scale put forward a higher demand for the enterprises to pay close attention to the competition faced by the enterprises. On the basis of traditional sales and service, we should devote ourselves to the research of development strategy, draw up the management plan according to our own characteristics, and constantly improve the core competitiveness of enterprises, so as to ensure the sustainable development in the increasingly competitive automobile industry. This paper mainly uses the important verification function and guiding significance of Porter's competitive strategy theory. Firstly, according to Porter's five-force analysis model, the paper analyzes the internal and external competitive environment faced by H dealers, respectively. This paper summarizes the severe competitive pressure faced by H Company, and then, according to the conditions of these internal and external environments, studies the competitive strategy suitable for H automobile dealers, and combines the three basic strategic theories of Porter with the working practice and relevant materials in H dealers. This paper analyzes the management strategy and business ability of the company deeply, studies the competition defense strategy and the concrete implementation plan of H dealer in order to realize the competitive advantage in the automobile industry. This paper verifies the new argument that Porter's three basic strategic theories are not contradictory, and proves that the total cost leading strategy and the differentiation strategy can be used by enterprises simultaneously, which breaks Porter's argument that the three strategies cannot be obtained simultaneously. This paper hopes that the strategic research on how to improve the core competence of H dealers can be used for reference and reference for domestic automobile dealers who are in fierce competition.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F271
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