晋江中鑫之宝汽车销售服务有限公司发展战略研究

发布时间：2018-03-25 07:24

本文选题：晋江中鑫之宝　切入点：汽车销售服务　出处：《华侨大学》2015年硕士论文

【摘要】：企业的发展战略决定着企业的生存和发展方向。近年来,随着我国经济的迅速发展,汽车保有量增加,汽车后市场发展潜力巨大,目前我国汽车后市场还处于成长期,相对于发达国家成熟的汽车后市场,我国的汽车服务企业有很大的发展空间。本文从发展战略研究的理论基础入手,研究了国内外主要发展战略理论,对研究思路进行进一步的梳理,利用发展战略常用相关方法,对晋江中鑫之宝汽车销售服务有限公司内部因素分析,发现其发展存在的问题,进行优劣势分析。通过对宏观环境进行分析发现,汽车发展的政治、经济、社会文化、技术等宏观环境良好。国家、福建省出台了一些相关法规促进汽车产业发展。行业整体环境不错,潜在竞争者将增加,供应商的讨价还价能力较弱、客户需求越来越苛刻,现有竞争者的竞争能力不强。公司发展存在很多机会,主要有国家政策的大力支持,法律法规的保障,汽车消费相应的汽车后市场的繁荣。汽车技术不断改进,更新换代速度加快。汽车行业发展迅猛,产业规模不断扩大。威胁来自竞争越来越激烈、市场风险增加、行业发展的风险。利用SWOT分析,公司战略选择市场渗透型与稳健型战略为主,差异化和退缩型战略为辅的综合性战略。汽车维修、汽车保险业务实施市场渗透策略,钣喷业务实施稳健型策略,整车销售、二手车业务实施差异化策略,汽车改装采取退缩型策略。公司层重视公司战略,经营层应积极配合公司总体发展战略要求,认真贯彻领导层的政策。具体有加强公司治理、完善公司组织建设,健全和完善各项规章制度等组织保障措施,集中优势资源,发展核心竞争力、注重人力资源管理、强化企业形象、构建完善的信息管理系统等资源保障措施,保障公司发展战略的实施。总之,本文从内部因素、外部环境分析入手,结合公司发展现状,利用发展战略理论,从微观到宏观,对晋江中鑫之宝汽车销售服务有限公司进行全方位、多角度的分析,审慎选择公司发展战略,从组织、资源、战略控制三方面进行实施保障。
[Abstract]:In recent years, with the rapid development of China's economy, the amount of automobile ownership has increased, and the development potential of the automobile market is huge. At present, the rear market of our country is still in the growing period. Compared with the mature automobile market in developed countries, the automobile service enterprises in our country have great development space. This paper starts with the theoretical basis of the development strategy research, and studies the main development strategy theory at home and abroad. Further combing the research ideas, using the common relevant methods of development strategy, analyzing the internal factors of Jinjiang Zhongxinzhibao Automobile sales and Service Co., Ltd., and finding the problems existing in its development. By analyzing the macro environment, we find that the macro environment of automobile development is good, such as politics, economy, social culture, technology and so on. Fujian Province has issued some relevant regulations to promote the development of the auto industry. The overall environment of the industry is good, the potential competitors will increase, the bargaining power of suppliers will be weak, and customer demands are becoming more and more stringent. The existing competitors are not competitive. There are many opportunities for the development of the company, mainly with the support of national policies, the protection of laws and regulations, the prosperity of the market after automobile consumption, and the continuous improvement of automotive technology. The automobile industry is developing rapidly and the scale of the industry is expanding. The threat comes from the increasing competition, the increasing market risk, the risk of the development of the industry. Company strategy choice market penetration strategy and robust strategy, differentiation and retreat strategy supplemented by comprehensive strategy. Auto maintenance, auto insurance business implementation of market penetration strategy, plate jet business implementation of robust strategy, vehicle sales, The second-hand car business implements the differentiation strategy, the automobile refit adopts the shrink type strategy, the company layer attaches importance to the company strategy, the management layer should actively cooperate with the company overall development strategy request, earnestly carries out the leadership policy, specifically strengthens the company management, To perfect the organizational construction of the company, to perfect and perfect the various rules and regulations and other organizational safeguards, to concentrate the superior resources, to develop the core competitiveness, to pay attention to the management of human resources, and to strengthen the image of the enterprise, In a word, this paper starts with the analysis of internal factors and external environment, combines the current situation of the company development, uses the theory of development strategy, from micro to macro, and builds up the perfect information management system and other resources guarantee measures to ensure the implementation of the development strategy of the company. This paper analyzes Jinjiang Zhongxinzhibao Automobile sales Service Co., Ltd. From all directions and from many angles, selects the development strategy of the company prudently, carries on the implementation safeguard from the organization, the resources, the strategic control three aspects.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F272

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