一汽吉林汽车有限公司MPV产品开发战略研究

发布时间：2018-05-20 12:45

本文选题：MPV + 产品开发战略　；参考：《吉林大学》2017年硕士论文

【摘要】：在我国汽车市场上,MPV车型具有乘坐空间大,承载能力强,操控性较好等优点而受到了广泛的欢迎。一汽吉林汽车有限公司是我国最早生产MPV的企业之一,与日本大发株式会社合资生产的“大发”车型经过股权转让之后,成为了现在的“森雅”系列产品,并且已经完全实现了自主化。由于国内MPV市场竞争激烈,部分品牌的MPV产品异军突起等因素,一汽吉林“森雅”系列MPV产品的市场份额迅速下滑。本文对一汽吉林“森雅”系列MPV产品开发战略以战略管理理论、产业组织理论和有效竞争理论等为基础,运用PEST分析和SWOT分析等战略分析工具进行了分析,总结了一汽吉林“森雅”系列MPV产品所面临的市场环境,以及自身的优劣势,并分析得出了7个一汽吉林“森雅”系列MPV产品的开发战略建议。为一汽吉林“森雅”系列MPV产品的开发提供了参考。
[Abstract]:In China's automobile market, MPV has been widely welcomed by its large space, strong carrying capacity and good handling. The Faw Jilin Automobile Co is one of the first enterprises to produce MPV in China. The "big hair" model, which is a joint venture with Japan Dafa, has become the present after the transfer of equity. Because of the fierce competition in the domestic MPV market and the sudden rise of some brands of MPV products, the market share of the "Sen Ya" series of MPV products in Jilin, FAW and Jilin has been rapidly declining. This article is based on the strategic management theory of the "Sen Ya" series MPV product development strategy of FAW. On the basis of organizational theory and effective competition theory, PEST analysis and SWOT analysis are used to analyze the market environment and the advantages and disadvantages of the "Sen Ya" series MPV products of FAW Jilin, as well as their own advantages and disadvantages, and the development strategy of the "Sen Ya" series MPV products of the 7 FAW Jilin is analyzed. The development of steam Jilin "Sen Ya" series MPV products provides a reference.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F272

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