NJ汽车销售公司的发展战略研究

发布时间：2018-01-03 05:01

本文关键词：NJ汽车销售公司的发展战略研究　出处：《安徽大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着汽车时代到来给汽车销售公司带来机遇的同时,也使得我国汽车销售面临前景广阔但也存在很多挑战,因此,探讨汽车销售公司的市场战略已经成为NJ汽车销售公司面临的主题。本文运用企业战略管理相关理论和方法,对NJ汽车销售公司的市场战略做研究。首先,回顾了战略管理理论和战略分析、决策、实施和控制理论,为分析NJ汽车销售公司的市场战略做好理论准备。第二,分析NJ汽车销售公司外部环境,得出公司面临主要机会是经济的持续快速增长带巨大发展空间,国家相继颁布了相关政策来刺激消费,政府对汽车市场和消费的大力支持政策,相关配套政策汽车消费措施支持了汽车市场发展,消费结构由家电消费等走向汽车和住房消费,居民追求出行舒适化、快捷化,汽车消费人群扩大,汽车消费环境改善。主要威胁是外资同行业巨头进入加剧竞争、汽车后市场专业技术人才紧缺、供应商讨价还价能力压力大,国家的环保政策要求也越来越高,就业观念和人口低速增长导致招工难等。第三,通过对NJ汽车销售公司的内部环境分析,得出公司主要优势是品牌效应、制度完备、员工队伍、营销网络、拥有20多家子公司形成的协同效应。主要劣势是资本规模有限、在市场价值链体系中一体化服务能力弱、赢利能力不足、战略规划不太明晰、服务技术人才欠缺等。第四,在以上分析的基础上运用SWOT分析法构建NJ汽车销售公司的市场的发展战略,并筛选出公司的战略选择是扩张性的SO战略方向,为了公司落实扩张性的SO战略,进一步分析NJ公司结合自身优势与面临机遇,同时必须避开面对外部市场威胁和公司自身的劣势,通过分析汽车销售市场价值链体系“整车销售业务--汽车后业务(汽保行业、汽车IT行业、汽车养护行业、汽车文化及汽车运动行业)、汽车金融行业、汽车维修及配件行业、二手车及汽车租赁行业、汽车检测业务,等”,得出NJ公司避开销售整车的激烈环节,专注于汽车后业务环节中的“汽车租赁业务—二手车业务—汽车检测业务”。最后,提出实施汽车后市场的措施,以及落实该措施的控制手段,提出了NJ汽车销售公司市场战略实施措施、实施战略保障措施。
[Abstract]:With the coming of automobile era, opportunities for automobile sales companies are also brought. Meanwhile, China's auto sales are facing broad prospects, but there are still many challenges. Therefore, exploring the marketing strategy of automobile sales companies has become the theme of NJ automobile sales companies.
Based on the theory and method of enterprise strategic management, this paper studies the marketing strategy of NJ automobile sales company. First, it reviews the theory of strategic management and strategic analysis, decision-making, implementation and control theory, so as to make a theoretical preparation for analyzing the marketing strategy of NJ automobile sales company.
Second, analysis of NJ automobile sales company external environment, the main chance that the company is facing rapid economic growth with a huge space for development, the state promulgated relevant policies to stimulate consumption, the government of the automobile market and consumer support policy, policy measures supporting the political support of automobile consumption of the automobile market development, the consumption structure by household appliances to the car consumption and housing consumption, residents travel the pursuit of comfortable, fast cars, the expansion of consumer groups, the automobile consumption environment is improved. The main threat is the foreign industry giants to enter the competition, after the car market of professional and technical personnel shortage, the supplier bargaining power pressure, the national environmental protection policy requirements are increasingly high, the concept of employment and population growth leads to low recruitment difficulties.
Third, through the NJ car sales company's internal environment analysis, the main advantage of the company's brand, complete system, staff, marketing network, has the synergistic effect of more than 20 subsidiaries formed. The main disadvantage is the limited size of the market in the capital, value chain system integration service ability is weak, lack of profitability, strategic planning too clear, the lack of service and technical personnel.
Fourth, on the basis of the above analysis using SWOT analysis method to build the development strategy of NJ automobile sales company in the market, and selected the company's strategic choice is the expansion of SO strategic direction, in order to implement the expansion of the company's SO strategy, further analysis of NJ company with its own advantages and opportunities, and must avoid facing the external market the threat and the company's own weaknesses, through the analysis of automobile sales market value chain system of car sales -- automobile business (auto industry, automotive IT industry, automobile maintenance industry, automobile industry and automobile culture movement), auto finance, auto repair and parts industry, second-hand cars and car rental industry, vehicle inspection business so, "link that NJ company to avoid fierce sales, focus on the car after the business part of the car rental business, second-hand car business, auto testing business."
Finally, it puts forward the measures to implement the automotive aftermarket and the control measures to implement the measures, and puts forward the implementation strategies of NJ automobile sales company, and implements the strategic safeguard measures.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471

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