宝信汽车集团发展战略研究

发布时间：2018-05-03 04:44

本文选题：宝信汽车集团 + 汽车　；参考：《西南交通大学》2014年硕士论文

【摘要】：随着我国社会经济的发展,居民的收入水平和消费能力已经得到很大提高,汽车市场发展迅猛。但是我国汽车市场发展和发达国家的汽车市场之间还存在着很大的差距,市场中的汽车企业需要有科学合理的发展战略来进行指引,以提高自身的竞争力。宝信汽车集团是以经营中高端、豪华品牌及超豪华品牌为主的汽车销售服务集团,经过多年的发展,集团取得了长足进步和发展,先后获得了很多奖项和荣誉,并与2011年12月在香港联交所股票主板市场成功上市。尽管发展势头良好,在如此激烈的市场竞争中,宝信汽车集团也需要制定正确的发展战略来指导企业运用,确保持续发展。论文在综述企业发展战略相关理论的基础上,运用PEST方法和波特五力模型研究分析了宝信汽车集团外部的战略环境,找到机会和威胁；同时又从业务、综合业绩、财务、内部管理等方面,研究分析了其内部的战略环境,找到其优势和劣势。以此为分析基础,对宝信汽车集团进行了SWOT分析,并提出了相应的战略规划和具体的战略实施方案,分析结果为：SO战略-进行市场开发、市场渗透等市场发展战略,进一步提高市场占有率；ST战略-尝试利用品牌优势进行行业内外合作,实现共赢,避开红海竞争；WO战略-拓展销售网络布局；WT战略-降低自身对于豪华超豪华汽车品牌的依赖度。找到适合宝信汽车集团的SO战略。在以上分析的基础上,从加强豪华超豪华品牌覆盖、扩大新车销售业务、完善售后服务业务、完善客户体验、四个方向提出了宝信汽车集团的发展战略,并从成本控制、绩效管理、以及成本控制、绩效管理、员工培训、企业文化等四个方面提出了宝信汽车集团发展战略的保障措施。以期能够促进宝信汽车集团的发展,同时对中国汽车行业的发展起到一定的积极示范作用。
[Abstract]:With the development of China's social economy, the income level and consumption ability of residents have been greatly improved, and the automobile market has developed rapidly. However, there is still a big gap between the development of automobile market in our country and the automobile market in developed countries. The automobile enterprises in the market need to have scientific and reasonable development strategy to guide them to improve their own competitiveness. Baoxin Automobile Group is an automobile sales and service group mainly engaged in high-end, luxury and ultra-luxury brands. After years of development, the Group has made considerable progress and development, and has won many awards and honours. And in December 2011 in the Hong Kong Stock Exchange main Board market successfully listed. Despite the good development momentum, in such a fierce market competition, Baoxin Automotive Group also needs to formulate a correct development strategy to guide the use of enterprises to ensure sustainable development. On the basis of summarizing the relevant theories of enterprise development strategy, using PEST method and Porter's five Force Model, this paper analyzes the external strategic environment of Baoxin Automobile Group, and finds out the opportunity and threat, at the same time, from the view of business, comprehensive performance, finance, and so on. Internal management, research and analysis of its internal strategic environment, find its strengths and weaknesses. On the basis of this analysis, the SWOT analysis of Baoxin Automotive Group is carried out, and the corresponding strategic planning and specific strategic implementation plan are put forward. The result of the analysis is market development strategies such as market development, market penetration and so on. Further increase market share and St strategy-try to make use of brand advantages to carry out cooperation within and outside the industry to achieve win-win results. Avoid Red Sea competition WO strategy-expand sales network layout and WT strategy-reduce their dependence on luxury ultra-luxury car brands. Find a suitable so-so strategy for Baoxin Automotive Group. On the basis of the above analysis, this paper puts forward the development strategy of Baoxin Automobile Group from four aspects: strengthening the luxury and super luxury brand coverage, expanding the new car sales business, perfecting the after-sales service business, perfecting the customer experience, and putting forward the development strategy of Baoxin Automobile Group from the cost control. Performance management, as well as cost control, performance management, staff training, corporate culture, four aspects of the development strategy of Baoxin Automobile Group are put forward. It is expected to promote the development of Baoxin Automobile Group and play an active role in demonstrating the development of China's auto industry.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F272

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