浙江JA公司的发展战略研究

发布时间：2018-08-19 19:32

【摘要】：改革开放以来,我国社会经济快速发展,人均收入持续提高。尤其是近年来,随着人们的生活水平的提高,对于生活质量需求越来越高。汽车,从当年的奢侈品,到现在已经成为我国每个家庭所能拥有的一件交通工具。而从21世纪初的汽车飞速增长时期开始,到现在已经是10年换车阶段。所以汽车行业将会进入又一个春天,随之也会带来整个行业飞速的发展。笔者从事汽车相关行业已有5年时间,而浙江JA公司也是笔者公司的最主要客户,所以本文从浙江JA公司的发展战略研究入手,从而引申出对整个行业的思考。目前,自主品牌的汽车整车生产企业已经从96年的2家,发展到现在的36家,产能的不断扩大导致着企业的利润和市场空间在缩小。而浙江JA公司做为新兴的一家整车制造企业,在机会和挑战并存的市场环境中,如何保持自己的良好发展环境和生存环境已经到了刻不容缓的地步。本文首先对国内整个相关制造业行业和汽车市场做一个初步分析。再以通过STP模型和价值链分析对JA公司的内部环境做一个全面的分析,随之再通过波特五力模型和SWOT模型对JA公司的外部环境和发展情景做一个判断分析。通过上诉的宏观和微观论文提出了“做最强皮卡,最大微面,最精SUV”的愿景和“在海外树立中国汽车标杆”的使命,并通过制定相应的发展战略和保障措施来达成目标和使命。论文不但从宏观方面研究了汽车市场的外部环境,而且还从微观层面研究了JA公司的内部环境,并帮助企业制定系统的战略规划,对于其他类似汽车制造厂商有一定的参考价值。
[Abstract]:Since the reform and opening up, China's social and economic rapid development, the per capita income continues to increase. Especially in recent years, with the improvement of people's living standard, the demand for quality of life is higher and higher. The automobile, from then luxury goods, has become the transportation which every family in our country can own. Since the beginning of the 21 st century, the rapid growth of cars, it is now a 10-year period of change. So the auto industry will enter another spring, and will also bring the rapid development of the entire industry. The author has been engaged in automobile related industry for 5 years, and Zhejiang JA Company is also the main customer of the company, so this paper starts with the development strategy of Zhejiang JA Company, and then extends the thinking of the whole industry. At present, the independent brand automobile production enterprises have developed from 2 in 1996 to 36 now. The continuous expansion of production capacity leads to the reduction of profit and market space. But Zhejiang JA Company as a new automobile manufacturing enterprise, in the opportunity and challenge market environment, how to maintain their own good development environment and survival environment has reached the point of urgency. This article first makes a preliminary analysis on the whole domestic related manufacturing industry and automobile market. Then through the STP model and value chain analysis to make a comprehensive analysis of the internal environment of JA, and then through the Porter five Force model and SWOT model to make a judgment and analysis of the external environment and development situation of JA Company. Through the appeal of macro and micro papers, the author put forward the vision of "making the strongest pick-up truck, the biggest micro-face, the best SUV" and the mission of "setting up the Chinese automobile benchmarking in overseas". And through the formulation of corresponding development strategies and safeguards to achieve the goal and mission. The paper not only studies the external environment of automobile market from the macro aspect, but also studies the internal environment of JA company from the micro level, and helps the enterprise to make the strategic plan of the system. For other similar automobile manufacturers have a certain reference value.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.471

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