一汽集团俄罗斯分公司经营战略研究

发布时间：2018-03-24 22:44

本文选题：汽车　切入点：经营策略　出处：《吉林大学》2015年硕士论文

【摘要】：一汽集团俄罗斯分公司作为一汽集团在俄罗斯办事处，负责车辆进口、销售、售后、销售服务网络的开发及维护、二级代理的监督管理等工作。主要经营包括J5P，J6系列在内的重型卡车，其中牵引车和自卸车为主要产品。同国内在俄罗斯的汽车企业相比，拥有一定竞争力，但就自身运营情况与工业发达国家企业相比，确实也存在着许多不足。本文旨在通过分析一汽集团俄罗斯分公司的经营现状，找出企业现阶段存在的问题，进行深入的研究分析并提出更适合公司发展的经营策略。开篇第一章介绍了一汽集团的发展历史，一汽集团是新中国的工业摇篮，在中国工业发展史上留下了不可磨灭的印记。如今一汽集团产品全面覆盖重卡、中卡、轻型车、乘用车、专用车等领域。随着产品全球化和企业全球化的发展，一汽集团加大研发力度，积极开拓海外市场。俄罗斯为集团战略重点市场，并与2007年成立一汽集团俄罗斯办事处，即一汽集团俄罗斯分公司。作者通过在一汽集团俄罗斯分公司工作三年的机会，，不断加深对公司的了解，搜集相关资料，结合企业自身及外部关键因素对公司运营情况进行分析，提出现阶段存在的问题，提出解决方案，制定更适合公司发展的新的经营战略。论文第2章，分析了一汽集团俄罗斯分公司的经营现状。并对存在的问题进行分析。通过分析，找出企业存在如下问题：诸如企业缺乏战略相应的意识；产品质量有待于提高；产品利润微薄；营销网络和售后服务体系建设有待完善；对市场、经销商、服务商及客户信息的把握相对薄弱，消弱了世行渗透力；经营风险存在；经营效率低等问题。这些问题都是显而易见且很大程度上影响企业发展的关键因素。分析出产生以上问题的原因：企业自身实力不强；研发能力弱，技术水平落后；缺少高附加值零部件自主产品；公司创立之初缺少长期的市场战略。论文第3章，对宏观环境进行分析，包括政治、经济、社会和技术因素；通过EFE矩阵、IFE矩阵对公司外部环境和内部环境进行分析；找出企业自身优势、弱点、机会与威胁，并进行分析，得出公司SO战略、WO战略、ST战略和WT战略。论文第4章，根据上一章SWOT分析得出的结论，结合实际经营状况对一汽集团俄罗斯分公司提出以下经营目标：提高授权代理及终端用户的品牌忠诚度；产品技术改进；保千量市场；持续增长；注重员工发展、提升团队领导力。在经营目标的基础上制定一汽集团俄罗斯分公司的经营战略：抢占市场份额；实现本地化生产；建立战略联盟，提高企业软实力；强化企业风险管理；提高销售渠道拓展力；做好市场调研；提高职工待遇福利；员工发展、团队领导力提升。针对以上经营策略，一汽集团俄罗斯分公司经营策略实施的保障措施如下：加强公司品牌建设；以产品质量作为核心竞争力；完备售后服务体系；根据俄罗斯法律规定，做好随车手册等技术文件的准备工作；加强沟通交流，借鉴经验教训；加强企业文化建设。
[Abstract]:FAW Group Company of FAW Group in Russia as Russia's office, responsible for the import of vehicles, sales, customer service, development and maintenance of sales service network, two agents of the supervision and management work. The main business includes J5P, J6 series, heavy truck, the tractor and truck as the main products. With the domestic in Russia auto industry and have a certain competitiveness, but their operating conditions compared with industrial enterprises in developed countries, it also has many disadvantages. This paper aims to analyze the operating status of the Russian branch of the FAW Group, find out the existing problem of the present stage enterprise, analyze deeply and put forward more suitable for development of the company's business strategy.
The first chapter introduces the development history of the FAW Group, FAW Group is the cradle of the new Chinese industry, has left an indelible mark in the history of the development of Chinese industry. Now the FAW Group products cover all cards, heavy truck, light truck, passenger vehicles, special vehicles and other fields. With the development of products and enterprises globalization. FAW Group to increase research and development efforts, and actively explore overseas markets. Russia for the group's strategic focus of the market, and the establishment of the FAW Group and the Russian office in 2007, FAW Group Company. The author set by the Russian working group of the Russian branch for three years in the FAW the opportunity to deepen the understanding of the company, collecting relevant data, combined with the key factors of enterprise the internal and external analysis of the company's operating situation, proposed the existing problems and propose solutions, to develop more suitable for the development of the company's new business Strategy.
In the second chapter, the present situation of the Russian branch of FAW Group is analyzed and the existing problems are analyzed.
Through the analysis, find out the enterprise has the following problems: such as lack of corresponding enterprise strategic consciousness; product quality needs to be improved; the product profits; marketing network construction and customer service service system should be perfected; on the market, dealers, service provider and customer information to grasp the weak, weaken the bank's penetration; risk management; problem low operating efficiency. These problems are the key factors obviously and greatly affects the development of enterprises. Analysis of the reasons for the above problems: the enterprise strength is not strong; the weak R & D capability, technical level is backward; the lack of high value-added parts of independent products; the company was founded at the beginning of the lack of long-term market strategy.
In the third chapter, to analyze the macro environment, including political, economic, social and technical factors; through EFE matrix, IFE matrix to analyze the company's external environment and internal environment; to find out their own advantages, weaknesses, opportunities and threats, and carries on the analysis, obtained the company SO strategy, WO strategy, ST strategy and WT strategy.
In the fourth chapter, according to the SWOT analysis of the conclusions, combined with the actual operating conditions and put forward the following business objectives of the FAW Group Company in Russia: improving the authorized agent and terminal user loyalty; technical improvement; Paul thousands market; sustainable growth; focus on staff development, improve team leadership. For the FAW Group in Russia branch of the business strategy based on business objectives: to seize market share; realize the localization of production; to establish strategic alliances, improve the soft strength of enterprises; strengthen enterprise risk management; improve the sales channels to expand capacity; do market research; improve staff welfare; employee development, team leadership.
Business strategy in view of the above, the following security measures of FAW Group the Russian branch business strategy implementation: strengthen the construction of corporate brand; product quality as the core competitiveness; complete customer service service system; according to Russian law, do a good job with the car manuals and other technical documents preparation work; strengthen communication, drawing lessons from experience; to strengthen the construction of enterprise culture.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.3;F426.471

【参考文献】