SZ公司汽车租赁市场发展战略研究

发布时间：2019-07-02 19:38

【摘要】：随着我国经济的快速发展以及居民收入水平的持续提高,中国汽车消费进入巅峰时代。而伴随中国汽车产业的蓬勃发展,以及消费者日益成熟的消费理念和消费意识,作为汽车产业链的下游产业---汽车租赁,正在国内市场迅速发展和日渐成熟。作为汽车租赁行业的领跑者,全国知名的连锁租车公司,SZ公司正在汽车后市场这一产业链上迅速发展。在汽车租赁市场,SZ公司面临一嗨、至尊、瑞卡等传统租车公司的竞争,也面临着PP、易到、滴滴、UBER等打车软件新模式的竞争。同时,SZ公司也需要解决在规模发展和快速扩张中面临的一系列管理问题。本文通过对企业的内外部环境分析,进而进行战略分析和选择,从而制定企业的发展战略,并提出战略的具体措施。结合PEST模型,剖析了SZ公司面临的外部经营环境,以及国内市场巨大的发展潜力。利用波特五力分析方法,分析SZ公司的发展机遇和挑战。通过对企业的SWOT分析,总结SZ公司目前所面临的主要问题和障碍,精准定位目标市场及提出战略发展的可行性建议。本文旨在通过运用战略发展理论研究,探索汽车租赁市场的战略发展模式,以全新的视角提出企业文化、组织结构、连锁发展、服务模式、运营模式、营销创新等方面的战略实施重点,打造和优化企业的核心竞争力,也期望能为汽车租赁行业提供一定的借鉴。
[Abstract]:With the rapid development of China's economy and the continuous improvement of residents' income level, China's automobile consumption has entered the peak era. With the vigorous development of Chinese automobile industry, as well as the increasingly mature consumption concept and consumption consciousness of consumers, automobile rental, as the downstream industry of automobile industry chain, is developing rapidly and maturing in the domestic market. As the leader of automobile rental industry, SZ, a well-known chain car rental company, is developing rapidly in the industrial chain of automobile rear market. In the car rental market, SZ is facing competition from traditional car rental companies such as hi, supreme, rica and other traditional car rental companies, as well as the competition of new models of ride-hailing software such as PP, easy to come, Didi, UBER and so on. At the same time, SZ also needs to solve a series of management problems in the development and rapid expansion of scale. Through the analysis of the internal and external environment of the enterprise, this paper makes a strategic analysis and selection, so as to formulate the development strategy of the enterprise and put forward the concrete measures of the strategy. Combined with PEST model, this paper analyzes the external business environment faced by SZ Company and the great development potential of domestic market. Using Porter's five-force analysis method, this paper analyzes the development opportunities and challenges of SZ Company. Through the SWOT analysis of the enterprise, this paper summarizes the main problems and obstacles faced by SZ company at present, accurately orientates the target market and puts forward some feasible suggestions for strategic development. The purpose of this paper is to explore the strategic development mode of automobile rental market by using the theory of strategic development, and to put forward the key points of strategic implementation in corporate culture, organizational structure, chain development, service mode, operation mode, marketing innovation and so on from a new perspective, so as to build and optimize the core competitiveness of enterprises, and also hope to provide some reference for the automobile rental industry.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721

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