普创宝马公司竞争战略研究

发布时间：2018-04-17 01:35

本文选题：4S店 + 战略研究　；参考：《兰州大学》2014年硕士论文

【摘要】：近年来,随着人们对汽车需求的不断增大,汽车4S店销售行业也迎来了快速发展期。然而,投资者的大量涌入导致4S店数量急剧扩张,使得4S店竞争日益激烈,利润率也不断下滑。面对激烈的竞争,汽车经销商急需找准定位、增强竞争力,但更为重要的是制定企业竞争战略,从而创建持续的竞争优势,企业才能健康持续的发展。本文运用竞争战略的相关理论和分析工具,提出汽车经销商应充分利用企业文化、品牌信誉和创新能力,制定正确的竞争战略,为企业的发展指明方向。本文以普创宝马为研究对象,首先对普创宝马所在区域外部环境进行PEST分析,确定了企业在区域环境中所面临的行业竞争格局,然后再对普创宝马进行内部环境分析,对企业资源和能力进行论述,得到企业自身的竞争优势和不足,从而进一步了解企业所面临的问题。最后,利用SWOT矩阵进行信息匹配分析,以及VRIO分析和成功关键因素分析,确定普创宝马采用差异化竞争战略,并制定普创宝马的差异化竞争战略实施和控制。本文对普创宝马目前所面临的内、外部环境,制定了符合普创宝马实际情况的差异化竞争战略。本文意义在于,将差异化竞争战略理论运用于指导汽车经销商的实际工作,将理论分析与具体工作结合起来,存在较大的实际意义。
[Abstract]:In recent years, with the increasing demand for cars, the auto 4S store sales industry also ushered in a rapid development period.However, the influx of investors led to a sharp expansion in the number of 4S stores, making 4S stores increasingly competitive and declining profit margins.In the face of fierce competition, automobile dealers urgently need to find a correct position to enhance their competitiveness, but the more important thing is to establish a competitive strategy for enterprises so as to create a sustained competitive advantage so that enterprises can develop healthily and sustainably.By using the relevant theories and analytical tools of competitive strategy, this paper puts forward that automobile dealers should make full use of corporate culture, brand reputation and innovation ability, formulate correct competitive strategy, and point out the direction for the development of enterprises.In this paper, PEST analysis is carried out on the outside environment of Pu Chong BMW, and the industry competition pattern in the regional environment is determined, and then the internal environment is analyzed.This paper discusses the resources and abilities of enterprises, obtains their own competitive advantages and disadvantages, and further understands the problems faced by enterprises.Finally, the information matching analysis of SWOT matrix, VRIO analysis and key factors analysis of success are used to determine the differential competitive strategy and to establish the implementation and control of differential competition strategy.In this paper, the internal and external environment faced by Pu Chong BMW is analyzed, and the differential competitive strategy is formulated in accordance with the actual situation of Pushan BMW.The significance of this paper is that it is of great practical significance to apply the theory of differentiated competitive strategy to the practical work of automobile dealers and to combine theoretical analysis with concrete work.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F272

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