A门户网站汽车事业部竞争战略研究
发布时间：2019-06-20 14:11
【摘要】：自2014年以来,由于中国工业化发展进入新常态、国民经济增速下降、汽车消费结构升级、汽车发展与社会环境的矛盾日益凸显,中国汽车产业呈现出一些新的特点:销量增速下滑、产能过剩、价格竞争激烈等等。同时,中国正处在信息化高速发展的历史进程中,近年来互联网的发展带来汽车行业的新变革,用户各环节的汽车消费趋向于通过网络实现,互联网+汽车的商业模式正在快速向多样化发展。面对外界环境变化,汽车网站应持续创造出满足汽车用户多元化需求的产品。作为最早在国内创建门户网站的A企业集团,旗下的汽车事业部目前正在面临行业发展带来的前所未有的机遇和挑战。本文以A企业的汽车事业部为研究对象,首先分析了A汽车事业部目前的基本情况;然后运用PEST分析法和五力分析模型分别对事业部的外部宏观环境和产业竞争环境进行了全面分析;随后又运用巴尼的VRIO模型和SWOT工具综合分析了A汽车事业部的内在资源和能力,对企业内部的优势和劣势、外部环境的机会和威胁进行匹配分析。基于以上四方面的分析,最后确定了“让用户更好地享受汽车生活”的战略目标,明确了采取差异化的竞争战略,制定了A汽车事业部的竞争战略—UP计划。同时为了确保战略目标的完成,本文从人力资源、产品、品牌、商业模式四个方面提出了与竞争战略匹配的战略实施建议。最后也希望本文的研究能为同类汽车网站提供借鉴。
[Abstract]:Since 2014, the contradiction between the growth of the national economy, the upgrading of the consumption structure of the automobile, the development of the automobile and the social environment has become more and more prominent since the industrial development of China has entered the new normal state. The price competition is fierce and so on. At the same time, China is in the process of information-based high-speed development. In recent years, the development of the Internet has brought about a new change in the auto industry, and the auto consumption of each link of the user tends to be realized through the network, and the business model of the Internet and the automobile is developing rapidly. In the face of the change of the external environment, the automobile website should continuously create a product that meets the needs of the diversified needs of the automobile users. As the first A-enterprise group to create a portal in China, its auto-division is now facing unprecedented opportunities and challenges from industry development. In this paper, the current basic situation of A-car division is analyzed firstly, and then the external macro-environment and the industrial competition environment of the Division are analyzed by using the PEST and the five-force analysis model respectively. Then, using the Barney's VRIO model and the SWOT tool, the internal resources and the ability of the A-car division are comprehensively analyzed, and the advantages and disadvantages of the enterprise, the opportunity and the threat of the external environment are analyzed and analyzed. Based on the analysis of the above four aspects, the strategic objective of the "Let the user better enjoy the life of the car" is finally determined, and the competitive strategy of A-car division is defined. At the same time, in order to ensure the completion of the strategic objective, this paper puts forward the strategy implementation proposal which is matched with the competition strategy from four aspects of human resource, product, brand and business model. Finally, it is also hoped that the research of this paper can provide reference for similar car websites.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.471;F272
本文编号：2503284
[Abstract]:Since 2014, the contradiction between the growth of the national economy, the upgrading of the consumption structure of the automobile, the development of the automobile and the social environment has become more and more prominent since the industrial development of China has entered the new normal state. The price competition is fierce and so on. At the same time, China is in the process of information-based high-speed development. In recent years, the development of the Internet has brought about a new change in the auto industry, and the auto consumption of each link of the user tends to be realized through the network, and the business model of the Internet and the automobile is developing rapidly. In the face of the change of the external environment, the automobile website should continuously create a product that meets the needs of the diversified needs of the automobile users. As the first A-enterprise group to create a portal in China, its auto-division is now facing unprecedented opportunities and challenges from industry development. In this paper, the current basic situation of A-car division is analyzed firstly, and then the external macro-environment and the industrial competition environment of the Division are analyzed by using the PEST and the five-force analysis model respectively. Then, using the Barney's VRIO model and the SWOT tool, the internal resources and the ability of the A-car division are comprehensively analyzed, and the advantages and disadvantages of the enterprise, the opportunity and the threat of the external environment are analyzed and analyzed. Based on the analysis of the above four aspects, the strategic objective of the "Let the user better enjoy the life of the car" is finally determined, and the competitive strategy of A-car division is defined. At the same time, in order to ensure the completion of the strategic objective, this paper puts forward the strategy implementation proposal which is matched with the competition strategy from four aspects of human resource, product, brand and business model. Finally, it is also hoped that the research of this paper can provide reference for similar car websites.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.471;F272
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