一汽解放汽车公司中重卡产品战略研究

发布时间：2018-03-14 13:56

本文选题：产品战略　切入点：中重卡　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：一汽解放汽车公司2020年的战略目标是实现国内中重卡市场份额第一,但是自2010年后其市场份额逐渐下滑,距行业第一的东风商用车公司差距已扩大到5.5个百分点。在如此严峻的形式下,一汽解放汽车公司怎样把握住外部的机会并利用好自身的优势至关重要。产品战略作为公司战略的支撑点,一汽解放汽车公司选择什么样的产品战略及如何实施将是决定其成功与否的关键。本文通过对一汽解放汽车公司外部的经济环境、政治环境、社会环境、行业环境分析,得出“一带一路”战略的实施、物流业的快速发展、标准的修订完善、国家治超治限、黄标车的淘汰、技术的进步等是其面临的主要机会,经济增速放缓、排放升级、消费群体年轻化、国外卡车企业的进入、产品结构的调整、新技术的兴起等是其面临的主要威胁。同时,对一汽解放汽车公司内部的基础活动、支持活动进行分析,得出强大的品牌力量、过硬的品质保障、完善的营销体系、全面的核心总成控制能力是其主要的优势,人员结构老化、地理布局不佳、市场反应慢、产品细分不足、中西部市场羸弱是其主要的劣势。在此基础上运用SWOT模型对内外部环境进行综合分析,得出一汽解放汽车公司产品战略的选择方案,再运用QSPM矩阵对关键因素及产品战略进行定量分析,确定一汽解放汽车公司的最优产品战略为产品开发战略。最后,通过组织机构的调整来加强研发能力管控、增强专用车及新能源产品的研发能力,深入产业链、增加终端响应机制、加快市场反应能力等来提升产品策划能力,加强产品认证管理、强化质量控制、提升营销能力来实现产品从开发到市场的全流程控制,利用成都基地的地理优势、扩大产能、成立西南营销部等来解决西南市场问题,建立科学有效的绩效考核机制来充分调动员工的积极性等措施,为产品战略的实施提供保障。希望本文的研究结果对一汽解放汽车公司总体战略目标的实现起到一定的支撑作用,改变一汽解放汽车公司近年来市场份额不断下滑的态势。通过对一汽解放公司的研发投入,达到牵引车产品引领、自卸车和专用车产品突破、细分市场产品深化、新能源产品加速、中西部产品崛起及核心零部件自主的目的,最终塑造起一汽解放汽车公司强大的产品竞争力。
[Abstract]:In 2020, FAW Jiefang Automobile Company's strategic goal was to achieve the first market share of heavy trucks in China, but since 2010 its market share has gradually declined. The gap has widened to 5.5 percentage points from Dongfeng Commercial vehicles, the number one company in the industry. How FAW Jiefang Automobile Company grasps the external opportunities and makes good use of its own advantages is of great importance. Product strategy is the supporting point of the company's strategy. What kind of product strategy FAW Jiefang Automobile Company chooses and how to implement it will be the key to its success or not. This paper analyzes the external economic environment, political environment, social environment and industry environment of FAW Jiefang Automobile Company. It is concluded that the implementation of "Belt and Road" strategy, the rapid development of the logistics industry, the revision and perfection of the standards, the elimination of yellow standard cars by the state, the elimination of yellow standard cars, and the progress of technology are the main opportunities it faces. The economic growth rate is slowing down, and the emissions are being upgraded. The younger consumers, the entry of foreign truck enterprises, the adjustment of product structure and the rise of new technologies are the main threats they face. At the same time, the basic activities and support activities within FAW Jiefang Automobile Company are analyzed. The main advantages are strong brand strength, excellent quality assurance, perfect marketing system, comprehensive core assembly control ability, aging personnel structure, poor geographical distribution, slow market response, and insufficient product segmentation. The weakness of the central and western market is its main disadvantage. Based on the analysis of the internal and external environment by using the SWOT model, the product strategy of FAW Jiefang Automobile Company is obtained. Then using the QSPM matrix to analyze the key factors and product strategy, the optimal product strategy of FAW Jiefang Automobile Company is determined as the product development strategy. Finally, the management of R & D capability is strengthened through the adjustment of the organization. Enhancing the R & D capability of special vehicles and new energy products, deepening the industrial chain, increasing the terminal response mechanism, speeding up the market response ability, and so on, to enhance the ability of product planning, to strengthen the management of product certification, and to strengthen the quality control, To improve the marketing ability to realize the whole process control of products from development to market, to use the geographical advantage of Chengdu base, to expand production capacity, to set up southwest marketing department, etc., to solve the problems of southwest market. Establish a scientific and effective performance appraisal mechanism to fully mobilize the enthusiasm of employees and other measures, It is hoped that the research results of this paper will play a supporting role in the realization of the overall strategic objectives of FAW Jiefang Automobile Company. To change the market share of FAW Jiefang Automobile Company which has been declining continuously in recent years. Through the R & D investment of FAW Liberation Company, we can achieve the leading of tractor products, the breakthrough of dump truck and special purpose vehicle products, and the deepening of market segments. The goal of accelerating new energy products, rising of central and western products and independence of core parts has finally shaped the strong product competitiveness of FAW Jiefang Automobile Company.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F273.2

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