摘要
我国汽车市场的飞速发展吸引了更多的世界跨国汽车巨头参与我国汽车市场
竞争,特别是近几年来,几乎每年有百种以上的新车上市,汽车广告投放量大幅
增加,消费者持币待购心理加重等众多因素,造就了汽车市场的竞争愈加混乱,
消费者迅速变得成熟和理性,经销商生存状况急剧恶化,新闻媒体越来越难以对
付,传统营销策略效果越来越差。汽车市场种种迹象表明,我国汽车市场己经进
入一个新的阶段,依靠原先一两招有创意的策划和新概念炒作已经越来越难以打
动消费者。汽车经销商要想在激烈的汽车市场竞争环境中获得生存和取得发展,
进行发展战略管理,发现自身的竞争优势和机遇、克服弱势和威胁是非常必要的。
在课题的研究过程中主要采用了文献法、观察法、访谈法和个案分析法。通
过综合运用以上方法对本课题以下方面的内容进行研究:
本课题以XZ奥迪汽车销售集团公司为例,首先对课题研究的一些具体情况进
行说明,主要阐述了课题选题和意义、拟采用的研究方法、技术路线,以及课题
研究方面的研究的国内外研究现状;其二,通过访谈法对XZ奥迪汽车销售集团公
司的发展现状进行总结,笔者主要从公司发展历史和经验现状方面进行了概况;
其三,利用PEST分析法对n奥迪汽车销售集团公司所处的政治法律、经济、社
会文化和技术等外部环境进行了深入的分析,同时釆用波特模型对整个行业竞争
环境进行了分析;其四,对XZ奥迪汽车销售集团公司内部条件进行了分析;其五,
对XZ奥迪汽车销售集团公司发展战略定位及其构建,在该部分对主要利益相关者
对公司发展战略的影响,从内外利益相关者进行了分析,同时采用了 SWOT对于公
司发展进行了战略定位,提出了公司发展战略构建的一些思路;其六,为了可以
有效的确保XZ奥迪汽车销售集团公司发展战略的实施,从而提出了相关方面规划
和措施,规划了公司发展战略的具体实施步骤、对公司发展战略实施的风险与对
策、以及战略实施的支撑手段,应该从组织管理、资金运作、市场营销和企业文
化方面着手。
关键词:发展战略;奥迪汽车销售公司;PEST; SWOT
ABSTRACT
The rapid development of China’ s auto market to attract more
multinational auto giants to participate in the competition of market of
our country car, especially in recent years, there are more than 100 kinds
of new car market almost every year, a substantial increase in the volume
of car ads, consumers holding the coins to treat buys psychological increase
and many other factors, makes the competition of the automobile market more
confusion, consumers quickly become mature and rational, survival dealer
deteriorated sharply, the news media is more and more difficult to deal
with, and the traditional marketing strategy effect worse. Automobile
market all the signs are that, China's automobile market has entered a new
stage, rely on the original one or two recruit creative planning and the
new concept of speculation has become increasingly difficult to impress
consumers. Auto dealers to survive and develop in the fierce market
competition environment in automobile, to develop the strategy management,
find their own competitive advantage and opportunity, overcome the weakness
and threats is very necessary.
In the process of research mainly adopts the literature method,
observation method, interview and case analysis. Through research on the
comprehensive use of above methods on the content of the following aspects:
This subject takes XZ Audi car sales company for example, firstly some
specific circumstances of research is described, mainly elaborates the
topic significance, the research methods and technology, the route,
research status of study and research at home and abroad ; secondly, through
the summary of the development status of the Audi XZ interview car sales
company, the author mainly from the aspects of company development history
and experience of the profile; thirdly, the Audi XZ car sales company by
PEST analysis of political and legal, economic, social and cultural and
technical environment are analyzed, at the same time, using the Potter model
to analyze the industry the competitive environment; fourth, the Audi XZ
car sales company internal conditions are analyzed; finally, the strategic
orientation of development of XZ Audi car sales company and its construction,
impact on the company’ s development strategy on the part of the main
stakeholders, has carried on the analysis from internal and external
stakeholders, the SWOT strategy positioning for the development of the
company, and puts forward some ideas of constructing the corporate
development strategy; The six, in order to ensure the implementation of
the development strategy of XZ Audi car sales company effectively, so as
to put forward relevant aspects of planning and measures, planning specific
implementation steps, the implementation of the strategy for the company’ s
development strategy risk and countermeasures, and implementation of the
strategy and means of support, should start from organization management,
capital operation, marketing and corporate culture.
Keyword: Development strategy; PEST; SWOT; implementation; supporting
means