中国重汽集团轻卡业务竞争战略研究

发布时间：2017-12-31 03:40

本文关键词：中国重汽集团轻卡业务竞争战略研究　出处：《山东大学》2014年硕士论文　论文类型：学位论文

【摘要】：2012年,在国内经济增长趋于缓慢,环保公告规定的出台,汽车产品排放标准的实施,严格的燃料限制等因素,国内商用车市场增长速度一度下滑。为了解决国内商用车市场下行存在的问题,汽车企业使出浑身解数,推陈出新,让利促销,升级服务,与海外企业进行合作等措施层出不穷,市场上各种促销手法频频出现,但与2011年同期,除了出口继续增长,其余的都不如去年同期。中国重汽集团轻卡事业部建立于2010年10月,位于山东省济南市,是中国重汽集团下属的二级子公司,主要负责轻卡产品的生产、销售、服务。对于轻卡行业而言,中国重汽集团轻卡事业部是一个新进入者,在激烈的竞争局势下,制定出一个适合中国重汽轻卡事业部的竞争战略,以使获得优势的竞争地位是一件有意义和紧迫的事情。本论文是通过对中国重汽集团轻卡业务内外部环境进行分析研究以及研读轻卡行业相关文献资料的基础之上,通过运用波特的竞争战略的相关理论和中国重汽集团轻卡业务的现阶段生产经营现状进行分析后提出了自己的看法。首先本文对战略管理的理论和发展过程进行了梳理,又介绍了波特的竞争战略理论、蓝海战略和核心竞争力的相关内容。其次围绕中国重汽集团轻卡业务竞争战略这一核心问题,对轻卡业务外部环境进行了分析,从宏观和行业环境等方面进行了阐述,明确了轻卡行业竞争现状,找出了外部的机会和威胁；再对内部环境进行分析,分析自身所拥有的优势和劣势；最后,在内外部环境分析的基础上提出中国重汽集团轻卡业务的竞争战略——差异化战略,并提出中国重汽集团轻卡业务差异化战略实施的途径,具体包括：差异化战略选择的合理性分析、实施差异化战略的具体内涵、差异化战略的保障措施。结合中国重汽集团轻卡业务的自身现状提出为差异化战略实施的保障措施,具体包括：组织结构建设、人力资源开发、并购、内部协同、核心竞争力的管理、风险应对和创新管理。本文运用五种力量模型分析、价值链分析、SWOT分析等方法,旨在探索中国重汽集团轻卡业务的竞争战略问题。同时引入蓝海战略、核心竞争力等战略理论知识,充实了中国重汽集团轻卡业务差异化战略的内涵及实现措施。文中还对中国重汽集团轻卡业务的主要竞争对手的资料进行收集和整理,综合分析中高端轻卡市场的环境,比较两者之间的内部资源和能力,为中国重汽集团轻卡业务差异化战略实施的可行性提供支持。本文分析了轻卡行业内部市场竞争格局和竞争手段,从另一个方面阐述轻卡行业竞争现状,并吸取成功的经验寻求竞争战略实施的途径和实施竞争战略的保障措施。论文具有较强操作性,对中国重汽集团轻卡事业部的市场竞争具有借鉴意义,能够有力地促进其业务健康、快速、持续发展。
[Abstract]:In 2012, the domestic economic growth tended to slow, environmental protection announcement issued, the implementation of emission standards for automotive products, strict fuel restrictions and other factors. Domestic commercial vehicle market growth rate once declined. In order to solve the domestic commercial vehicle market downlink problems, automotive enterprises to do everything possible, to promote the old, to promote and upgrade services. Cooperation with overseas enterprises and other measures emerge one after another, and various marketing methods frequently appear in the market, but in the same period of 2011, except for the continued growth of exports, the rest are not as good as the same period last year. Founded in October 2010, China heavy Auto Group is located in Jinan, Shandong Province, is a subsidiary of China heavy Auto Group, mainly responsible for the production and sales of light truck products. Service. For the light truck industry, China heavy Auto Group Light truck Division is a new entrant, in the fierce competition situation, to formulate a suitable China heavy truck light truck business division of the competition strategy. It is a matter of sense and urgency to gain a competitive position of advantage. This paper is based on the analysis of the internal and external environment of the light truck business of China heavy Auto Group and the reading of the relevant documents of the light truck industry. Based on the analysis of the current production and management situation of the light truck business of China heavy Auto Group, the author puts forward his own views on the theory and development process of the strategic management by using the relevant theories of Porter's competitive strategy and the current production and management situation of the light truck business of China heavy Auto Group. Combed. It also introduces Porter's theory of competition strategy, blue sea strategy and related contents of core competence. Secondly, it analyzes the external environment of light truck business around the core problem of China heavy Auto Group Light truck Business Competition Strategy. From the macro and industry environment, this paper expounds the competition status of light truck industry, and finds out the external opportunities and threats. Then the internal environment is analyzed, and the advantages and disadvantages of the internal environment are analyzed. Finally, on the basis of the analysis of internal and external environment, the paper puts forward the competitive strategy-differentiation strategy of the light truck business of China heavy Auto Group, and puts forward the ways to implement the differentiated strategy of the light truck business of China heavy Auto Group. Including: the rationality of the choice of differentiation strategy analysis, the implementation of the specific connotation of differentiation strategy. Combined with the current situation of the light truck business of China heavy Auto Group, this paper puts forward the safeguard measures for the implementation of the differentiation strategy, including: organizational structure construction, human resources development, mergers and acquisitions. Internal collaboration, core competence management, risk management and innovation management. This paper uses five kinds of strength model analysis, value chain analysis and SWOT analysis to explore the competitive strategy of the light truck business of China heavy Auto Group. At the same time, the blue sea strategy is introduced. Core competence and other strategic theoretical knowledge. It enriches the connotation and realization measures of the differentiated strategy of the light truck business of China heavy Auto Group. The paper also collects and collates the data of the main competitors of the light truck business of the China heavy Auto Group. Comprehensive analysis of the high-end light truck market environment, compare the internal resources and capabilities between the two. To provide support for the feasibility of implementing the differentiated strategy of light truck business of China heavy Auto Group. This paper analyzes the internal market competition pattern and competitive means of light truck industry, and expounds the current situation of competition in light truck industry from another aspect. And draw on the successful experience to find the way to implement the competition strategy and the implementation of the competition strategy protection measures. The paper has a strong operability, which has reference significance for the market competition of China heavy Auto Group Light truck Division. To be able to promote the healthy, rapid and sustainable development of its business.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F271

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