ZJ集团冷藏保温车业务战略研究

发布时间：2018-05-25 21:53

本文选题：冷藏保温车 + 战略　；参考：《华南理工大学》2014年硕士论文

【摘要】：从政策导向和行业前景来看，国内冷车市场有极大发展空间。然而，，受我国冷藏运输业服务水平低的制约，国内冷藏保温车市场结构发展极为不均衡，中小型改装冷车市场稳定发展，而大型冷藏保温半挂车市场迟迟未能启动。冷车市场进入门槛低，以冷车为主业的企业规模都不大，部分企业常年处于盈亏平衡点附近。产品同质化程度高，毛利低。 ZJ集团是国内最大的物流装备制造集团，业务范围包括集装箱，专用车，罐式储运装备，空港设备等，在国内外生产、营销布局和制造产业运营方面具有丰富经验。自2003年进入冷藏保温车领域以来，ZJ集团已成为国内领先供应商。ZJ集团有意加快培育国内冷车业务，抓住市场机遇，扩大国内市场份额；同时凭借成本优势在国际市场寻求机会。本文以ZJ集团冷藏保温车业务为研究对象，运用PEST分析和波特五力竞争模型分析等工具，对该业务所面临的内外部环境展开全方位系统分析，识别外部机会与威胁，判断内部优势与劣势，并在此基础上运用SWOT矩阵分析对冷藏保温车竞争战略进行了选择，提出了其战略意图，宗旨，战略定位及未来三年战略目标，进而确定了战略实施策略。本文认为，在国内市场，ZJ集团应致力于做强做大冷藏保温车业务，通过进一步优化组织架构，提升核心骨干的积极性；同时宜采用差异化的产品和服务战略，逐步尝试开展二手厢体回购和融资租赁业务，扩大市场份额，成为一流的冷藏保温车供应商；在北美市场，则宜采用成本领先战略，优化CKD模式成本，实现盈利。
[Abstract]:From the policy-oriented and industry prospects, the domestic cold car market has a great space for development. However, due to the low service level of refrigerated transportation industry in China, the market structure of domestic refrigerated heat preservation vehicle is very uneven, the market of small and medium-sized refitted cold truck is developing steadily, and the market of large refrigerated heat preservation semi-trailer has not been started yet. Cold car market entry threshold is low, cold car as the main business enterprise scale is not large, some enterprises are in the profit and loss breakeven point. The product homogenization degree is high, the gross profit is low. ZJ Group is the largest logistics equipment manufacturing group in China. Its business scope includes containers, special vehicles, tank storage and transportation equipment, airport equipment and so on. It has rich experience in production, marketing layout and manufacturing industry operation at home and abroad. Since its entry into the field of refrigerated and insulated vehicles in 2003, ZJ Group has become a leading domestic supplier. ZJ Group intends to speed up the development of domestic cold car business, seize market opportunities, expand domestic market share, and seek opportunities in the international market by virtue of cost advantages. In this paper, ZJ Group refrigerated heat preservation vehicle business as the research object, using PEST analysis and Porter five forces competition model analysis tools, the business of the internal and external environment facing a comprehensive system analysis, to identify external opportunities and threats. Based on the analysis of SWOT matrix, the competitive strategy of refrigerated heat preservation vehicle is selected, and its strategic intention, purpose, strategic orientation and strategic goal in the next three years are put forward, and then the strategy implementation strategy is determined. This paper holds that ZJ Group should make great efforts to strengthen the refrigerated and thermal insulation vehicle business in the domestic market, improve the enthusiasm of the core backbone by further optimizing the organizational structure, and adopt a differentiated product and service strategy, at the same time, it is appropriate to adopt a differentiated product and service strategy. In order to expand the market share and become a first-class supplier of refrigerated heat preservation vehicle, the cost leading strategy should be adopted in North American market to optimize the cost of CKD model and realize profit.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.4

【参考文献】