武汉地区汽车后市场服务型企业竞争策略研究

发布时间：2018-03-19 19:02

本文选题：汽车后市场　切入点：服务型企业　出处：《华中科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：从2009年到2013年，中国的民用汽车保有量出现了快速增长。它让很多人和企业为汽车后市场所蕴含的巨大商机所鼓舞并在投资之路上跃跃欲试。但目前不少的市场进入者发现：在汽车后市场赢得用户和获取利润并不像预期的那么容易。作为中国中部特大城市的武汉，其汽车保有量在过去的十年也呈现出快速增长。从媒体的报道及实地观察看，它的汽车后市场上不少服务型企业的经营业绩不令人满意。由于地理位置、居民收入水平等因素的影响,其汽车后市场具有特殊性；研究这种特殊性和企业面临的问题，有针对性的作深入的剖析并提出具有建设性的解决方案在理论和现实上都有积极意义。本文以武汉地区汽车后市场为研究对象，将市场上服务型企业的竞争策略做为研究重点。通过文献研究、查询统计资料、实地走访、阅读行业杂志文章和在线调研，作者对市场供需方的特征进行梳理，，分析了国内外汽车后市场上优秀企业在建立竞争优势上的做法。在策略研究部分，企业的发展阶段被分为四个部分；作者以权变理论为支点，通过综合运用营销、管理、经济学、人力资源、战略方面的知识和理论，就企业发展各阶段应采取的竞争策略进行探讨。除了应随企业所处发展阶段的变化而采取的策略外，文中还提出了服务型企业发展过程中应长期重视的基础性策略和针对武汉地区汽车后市场可运用的小策略。三类策略一起构成了该地区汽车后市场上服务型企业建立竞争优势的策略组合。期望本文对中国汽车后市场上服务型企业的发展壮大有参考价值。
[Abstract]:From 2009 to 2013, China's civilian car holdings have grown rapidly. It has encouraged many people and businesses to be encouraged by the huge business opportunities in the rear car market and is eager to invest. However, many market entrants have found that. The after-car market is not as easy as expected to win customers and make profits. Wuhan, a mega-city in central China, Its car ownership has also shown rapid growth over the past decade. From media reports and field observations, many service enterprises in the automotive market are not performing satisfactorily. Because of their geographical location, Because of the influence of factors such as the income level of the residents, the market after the automobile has its particularity; the study of this particularity and the problems faced by enterprises, It is of great significance both in theory and in practice to make a thorough analysis and put forward constructive solutions. This paper takes the rear market of automobile in Wuhan as the research object, takes the competition strategy of the service enterprises in the market as the research emphasis. Through the literature research, the inquiry statistical data, the field visit, the reading industry magazine article and the on-line investigation, The author combs the characteristics of the supply and demand side of the market and analyzes the methods of establishing the competitive advantage of the excellent enterprises in the domestic and foreign automobile market. In the part of the strategy research, the development stage of the enterprise is divided into four parts. The author takes contingency theory as the fulcrum, through the comprehensive use of marketing, management, economics, human resources, strategic knowledge and theory, This paper discusses the competitive strategies that should be adopted in each stage of enterprise development. In addition to the strategies that should be adopted in accordance with the changes in the stage of development of the enterprise, The paper also puts forward the basic strategies which should be paid attention to for a long time in the development of service-oriented enterprises and the small strategies that can be used in the rear market of automobile in Wuhan. Together, three kinds of strategies constitute the service-oriented enterprises in the after-market of automobile in this area. It is expected that this paper will be of reference value to the development and growth of service enterprises in the automobile market in China.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F271

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