中国重汽天然气重卡业务竞争战略研究
发布时间：2018-11-12 09:58
【摘要】：节能环保日益受到重视,汽车燃油费用不断上涨,在这种情况下天然气重卡的地位越来越高,受到全国各地越来越多重型汽车用户的青睐。各大重卡生产商意识到天然气重卡的广阔市场前景,积极投入到生产天然气重卡的行列,加大对天然气重卡的投资力度,它们在积极引进国外先进技术的同时,不断加强自身技术的提升。在中国市场上,天然气重卡的竞争日益激烈,因此,每个天然气重卡生产商都开始思考如何在竞争中生存下去,中国重汽也不例外,对中国重汽天然气重卡业务竞争战略的研究和设计是非常有必要的,也是非常有意义的。 在天然气重卡市场,中国重汽集团面临巨大的竞争压力：不仅是竞争对手较多,而且还有强劲对手。本文主要是在竞争理论的基础上,利用五力模型对国内、国际天然气重卡行业现状进行分析,并利用SWOT分析法分析中国重汽天然气重卡的优势与劣势、机会与威胁,得出了中国重汽天然气重卡业务最适用的是差异化竞争战略。如：在产品技术方面,重汽可以采用新的整体涨断技术增加缸盖的整体刚性并降低振动减少噪音。服务水平方面打破现有的分区弊端,实现“中央集权”。营销能力方面,加强与下游的产业结合等以增强营销能力。在品牌建设方面,冲破现有的都在区域内进行宣传的潜在观念,扩大宣传区域,结合网络,实现品牌的宣传的差异化等。并结合中国重汽的实际情况,提出了竞争战略实施的强有力的保障措施,如：重塑企业文化氛围、强化人力资源管理、加强对公司员工技能的培训、增强企业创新能力、加强财务保障等。该战略能够促进中国重汽天然气重卡业务的发展并提升重汽自身的竞争力,以使中国重汽天然气重卡业务迅速发展。 目前对于产品竞争战略的研究,基本上是基于成熟期的产品进行研究,是对产品竞争战略的总结与概括。本文是对开发及成长期的产品进行竞争战略研究,是对产品竞争战略的分析及提前规划,对于企业业务之后的发展具有一定的指导意义。本文立足于中国重汽天然气重卡的竞争优势来确定其竞争战略,而不仅仅从产品的实施理论的角度进行研究,另外,本文对竞争战略的实施进行分析并提出相应的策略建议,这些策略针对性强,极具可操作性。
[Abstract]:Energy saving and environmental protection are paid more and more attention to, and fuel consumption is increasing. In this case, the status of heavy gas truck is becoming more and more high, and it is favored by more and more heavy duty vehicle users all over the country. Aware of the broad market prospects of natural gas heavy trucks, the major heavy truck manufacturers have actively invested in the production of natural gas heavy trucks and increased their investment in natural gas heavy trucks. They are actively introducing advanced foreign technology at the same time. Constantly strengthen their own technical upgrading. In the Chinese market, the competition for heavy gas trucks is becoming increasingly fierce. Therefore, every natural gas heavy truck producer is beginning to think about how to survive in the competition, and China heavy Auto is no exception. It is very necessary and meaningful to study and design the competition strategy of China heavy Gas truck. In the gas heavy truck market, China heavy Auto Group is facing great competition pressure: not only more competitors, but also strong competitors. On the basis of competition theory, this paper analyzes the current situation of domestic and international natural gas heavy truck industry by using five forces model, and analyzes the advantages and disadvantages, opportunities and threats of China heavy gas truck by SWOT analysis. It is concluded that the most suitable for the heavy gas business of China heavy Auto is the differentiated competitive strategy. For example, in terms of product technology, the new integral bulging technology can be used to increase the overall rigidity of the cylinder head and reduce vibration and noise. The service level breaks the existing district malpractice, realizes "centralization". In the aspect of marketing ability, we should strengthen the combination with downstream industries to enhance marketing ability. In the aspect of brand construction, it breaks through the existing latent concept of propaganda in the region, expands the propaganda area, combines the network, and realizes the difference of brand propaganda. Combined with the actual situation of China heavy Auto, this paper puts forward the strong safeguard measures for the implementation of competitive strategy, such as reshaping the enterprise culture atmosphere, strengthening the human resource management, strengthening the training of the company's employees' skills, and enhancing the enterprise's innovation ability. Strengthen financial security, etc. The strategy can promote the development of CNAC's heavy gas business and enhance its own competitiveness, so that it can develop rapidly. At present, the research of product competition strategy is basically based on mature product, is the summary and summary of product competition strategy. This paper is to study the competitive strategy of the product in the development and growth period, and to analyze and plan the product competition strategy in advance, which has certain guiding significance for the development of the business after the enterprise. This paper is based on the competitive advantage of China heavy Gas truck to determine its competitive strategy, not only from the point of view of the product implementation theory, in addition, this paper analyzes the implementation of the competitive strategy and puts forward the corresponding strategy recommendations. These strategies have strong pertinence and maneuverability.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F272
本文编号：2326779
[Abstract]:Energy saving and environmental protection are paid more and more attention to, and fuel consumption is increasing. In this case, the status of heavy gas truck is becoming more and more high, and it is favored by more and more heavy duty vehicle users all over the country. Aware of the broad market prospects of natural gas heavy trucks, the major heavy truck manufacturers have actively invested in the production of natural gas heavy trucks and increased their investment in natural gas heavy trucks. They are actively introducing advanced foreign technology at the same time. Constantly strengthen their own technical upgrading. In the Chinese market, the competition for heavy gas trucks is becoming increasingly fierce. Therefore, every natural gas heavy truck producer is beginning to think about how to survive in the competition, and China heavy Auto is no exception. It is very necessary and meaningful to study and design the competition strategy of China heavy Gas truck. In the gas heavy truck market, China heavy Auto Group is facing great competition pressure: not only more competitors, but also strong competitors. On the basis of competition theory, this paper analyzes the current situation of domestic and international natural gas heavy truck industry by using five forces model, and analyzes the advantages and disadvantages, opportunities and threats of China heavy gas truck by SWOT analysis. It is concluded that the most suitable for the heavy gas business of China heavy Auto is the differentiated competitive strategy. For example, in terms of product technology, the new integral bulging technology can be used to increase the overall rigidity of the cylinder head and reduce vibration and noise. The service level breaks the existing district malpractice, realizes "centralization". In the aspect of marketing ability, we should strengthen the combination with downstream industries to enhance marketing ability. In the aspect of brand construction, it breaks through the existing latent concept of propaganda in the region, expands the propaganda area, combines the network, and realizes the difference of brand propaganda. Combined with the actual situation of China heavy Auto, this paper puts forward the strong safeguard measures for the implementation of competitive strategy, such as reshaping the enterprise culture atmosphere, strengthening the human resource management, strengthening the training of the company's employees' skills, and enhancing the enterprise's innovation ability. Strengthen financial security, etc. The strategy can promote the development of CNAC's heavy gas business and enhance its own competitiveness, so that it can develop rapidly. At present, the research of product competition strategy is basically based on mature product, is the summary and summary of product competition strategy. This paper is to study the competitive strategy of the product in the development and growth period, and to analyze and plan the product competition strategy in advance, which has certain guiding significance for the development of the business after the enterprise. This paper is based on the competitive advantage of China heavy Gas truck to determine its competitive strategy, not only from the point of view of the product implementation theory, in addition, this paper analyzes the implementation of the competitive strategy and puts forward the corresponding strategy recommendations. These strategies have strong pertinence and maneuverability.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F272
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