摘要
当前，伴随着改革开放的持续演进，中国已经发展成为世界第一大汽车产销市场，
汽车行业的发展展现出了良好的潜力和发展趋势，但同时不可忽视的是，我国的汽车企
业在发展中还存在很多不足，从汽车生产大国、汽车消费大国向汽车强国方向发展，还
有较长的路要走。当前，我国借助“一带一路”战略优势，正在积极推进汽车产业“扬
帆出海”，以此提升中国汽车公司的关注度与影响力，更有助于为国内市场产能过剩、
品牌转型升级等问题提供解决思路，打造具有国际竞争力的中国汽车公司，迎来新一轮
发展机遇期。因此，在当前我国经济转型发展的关键时期，中国汽车行业如何面对“中
国制造 2025”战略带来的全方位考验？中国汽车公司如何提升国内外布局体系能力，撬
动国内外市场的潜力？中国汽车公司的海外发展已经向纵深领域拓展，未来如何真正实
现国内外市场做大做强？基于这些问题，笔者在此次的研究过程中以 A 汽车公司为主要
的研究对象，在研究的过程中针对 A 汽车公司目前的现状和所处的环境进行全面的分析
和探讨，利用相应的企业市场发展战略理论作为此次论文分析的理论依据和基础，从而
针对性的提出相应的调整措施和策略

本文采取案例分析、社会调查等方式，借助企业市场发展战略的一些经典理论和战
略分析工具进行调查研究发现，A 汽车公司整体的发展机遇会比挑战更多，虽然 A 汽车
公司拥有复杂的内部环境和外部环境，但想要创造出属于 A 汽车公司的美丽前景，只要
结合营运的长处短处，结合自身行业发展的市场竞争现状，并且以 ST 战略为根本发展
战略，A 汽车公司的一片“蓝海”就在前方。A 汽车公司应该在做好市场细分的基础上，
以消费者为核心明确目标市场，将市场定位为面向大众、物超所值的市场领域。在产品
策略上，完善产品体系的同时坚持自主创新，严控产品质量，发展新能源产品；在价格
策略上，以低价格进入市场，通过技术升级提升价格层次，并努力提升品牌的价值；在
渠道策略上，在强化传统渠道管理的基础上，积极拓展互联网营销渠道和海外市场；在
促销策略上，加强营销力度，创新营销模式，并根据消费者进行差异化营销。为确保市
场战略的有效实施，A 汽车公司还要优化组织机构，加强人才配套和制度跟进，重视企
业文化的促进作用，才能实现 A 汽车公司可持续发展的目标

关键词：汽车公司，发展战略，品牌定位，差异化，竞争力II
Abstract
At present, along with the continuous development of reforming and opening up, China
has became the world&39;s largest auto sales market, the development of the auto industry
displayed the deep potential and good trend. Meanwhile there are still some shortcomings for
the development of China&39;s auto enterprises. The evolution for China as a big auto maker and
consumer, to be a strong competitor in global auto industry, there is a long way to go. At
present, with the strategic advantage of One belt and One Road, China is actively promoting
the development of auto industry it will provide a solution to the excess capacity of domestic
auto market and brand upgrade issues. It’s also a new opportunity to build international
competitive auto companies in China. To enhance the attention and influence of Chinese
auto companies, Therefore, in the critical period of China&39;s economic transformation, how
will the Chinese auto industry face the complete test of Made in China 2025 strategy How
can China Auto Company enhance the capacity of domestic and foreign layout system to pry
the potential of domestic and foreign markets The overseas development of China Auto
Company has been extended to more fields, how to truly realize the bigger and stronger
domestic and foreign markets in the future Based on these questions, the author took A auto
company as the main object of study, made a deep analysis and discussion according to the
present situation and environment, carried on the enterprise marketing strategic theories as the
theoretical basis submitted the corresponding measures and Strategies of adjustment.
This paper took case analysis, social investigation as the base, with some classical
theories on the corporate marketing strategy and strategic analysis tools, to find that A
automobile company has overall development opportunities more than challenges. Though A
car company has complex internal and external environment, as long as make best use of
strengths and bypass the weakness in the competition with the development of the auto
industry take ST strategic as the fundamental development strategy, to create a beautiful
future is like a blue ocean in front of the A motor company. A automobile company should
make clear target in the market segmentation, take consumers as the core, and orientate the
market as an area open for the public and worthy for money. In production strategy, improve
the product system and keep independent innovation, strictly control the product quality, try to
develop new energy products; In the price strategy, enter the market with low price, strive to
enhance the brand value and the price level by technical upgrades; In the channel strategy,
actively extend the Internet marketing channels and overseas markets based on strengthening
the traditional channel management,; In the promotion strategy, strengthen marketing efforts,III
innovate marketing mode all based on the consumers. In order to ensure the effective
implementation of market strategy, A automobile company also needs to optimize its
organizational structure, strengthen personnel matching and institution following up, and
focus on the promotion role of corporate culture, so as to achieve the goal of A automobile
company&39;s sustainable development.
Key words: automobile company; development strategy; brand positioning;
differentiation; competitivenessIV
目 录
第 1 章 绪论.........1
1.1 选题背景及意义 ........1
1.1.1 选题背景 ..........1
1.1.2 研究意义 ..........1
1.2 相关文献综述 1
1.2.1 关于企业发展战略 ......1
1.2.2 关于企业品牌战略 ......2
1.2.3 关于汽车公司发展战略 ..........3
1.3 研究方法和技术路线 4
1.4 研究内容 ........5
第 2 章 A 汽车公司现状..........7
2.1 A 汽车公司简介 ........7
2.2 A 汽车公司品牌情况 7
2.3 A 汽车公司生产能力 7
2.4 A 汽车公司研发能力 8
2.5 A 汽车公司营销能力 8
第 3 章 A 汽车公司环境分析10
3.1 A 汽车公司宏观环境分析（PEST）.........10
3.1.1 政治法律环境 ...