摘要
随着我国汽车销量的不断增加，国内汽车市场已经成为国际汽车制造商势在
必夺的重要市场。同时，国际大型汽车制造商为了保持竞争力，降低生产成本，
纷纷将生产制造基地转移至我国投资设厂，使得国内汽车价格呈现下降趋势。而
整车制造企业通过降低零部件采购价格的方式转移其降价压力，整车市场的激烈
竞争缩小了变速器行业的盈利空间，使得竞争异常激烈

格特拉克公司是德国格特拉克集团与江铃汽车集团联合打造的传动技术产品
与服务提供商，公司坚持以打造全球最优秀的汽车变速器供应商为目标，秉承“求
实为根、创新为本”的新品研发和开发理念，不断加大技术投入和增强产品创新
能力，并拥有稳定的人才队伍

本文在借鉴国内外市场竞争战略相关理论研究成果和实践先进经验的基础
上，基于市场竞争相关理论，运用PEST分析法和波特的五力模型对格特拉克公司
市场竞争的宏观环境与行业环境进行了分析。并运用SWOT分析法对公司发展所面
临的机遇与威胁、自身优势与劣势进行了探究，进而提出了格特拉克公司的市场
竞争战略定位及实施路径。主要结论有：（1）在如今倡导 “绿色、节能、环保”
的宏观形势下，汽车变速器也被赋予了绿色环保、节能减排的使命，这使得格特
拉克公司发展的内外环境变得日益复杂且具挑战性。在市场竞争白热化的背景下，
技术领先、质量可靠且价格具有竞争力的产品是实现客户需求的关键。（2）格特
拉克公司对上下游企业的议价能力较弱，同时行业进入壁垒较高，同行竞争格外
激烈，这些因素将直接影响格特拉克公司的市场竞争战略。（3）“不断创新新技
术，树立强大品牌，寻求差异竞争，实现企业的自身成长和发展”是格特拉克公
司的市场竞争战略定位。鉴于此，格特拉克公司市场竞争战略的实施应充分基于
管理战略、差异化战略、信息战略、营销战略和品牌战略的齐头并进

需要说明的是，随着国家相关政策的不断完善以及市场需求的动态变化，必
然给格特拉克公司的发展带来更大的机遇与挑战。格特拉克公司只有主动适应国
家各项政策和市场变化，不断地完善自己的市场竞争战略，才能在激烈的市场竞
争中保持可持续发展

关键词：格特拉克公司；市场竞争战略；环境分析；SWOT 分析法；战略实施II
Abstract
As vehicle sales increases sharply in our country, domestic automobile market has
become an important market for every large international automotive manufacturer, who
chooses to invest in manufacturing in China to reduce production cost and remain
competitive. With the falling of automobile price, automotive manufacturers lower
purchase price of components to reduce price pressure, which narrows the profit margin
of transmission manufacturers and, to a large extent, makes competition among
transmission manufacturers more intense.
GETRAG (Jiangxi) Transmission Co., Ltd,( hereinafter referred to as GETRAG)
the powerful combination between GETRAG CORPORATE GROUP (Germany) and
Jiangling Motor Groups Company(China), is one of the excellent world class suppliers
for transmission and technical service. It insists on building the most excellent global
transmission supplier as a target; upholds practicality-rooted, innovation-oriented as
the research and development concept, increases technique input and enhances product
innovation capacity continually. The company has stable talents team.
Based on theoretical research achievement of relevant market competitive strategy
at home and abroad and advanced practice experience, this paper uses PEST analysis
and Michael Porter&39;s Five Forces Model to analyze GETRAG’s market competitive
environment, and uses SWOT analysis to analyze GETRAG’s strengths and weaknesses,
opportunities and threats, in order to put forward Strategic Positioning and
Implementation Pathway of GETRAG’s market competition. The main conclusions
show as follows:(1) Under the background of advocating green, environmental
protection, energy saving and low carbon lifestyle, transmission manufacturers also
shoulder the mission of environmental protection, energy conservation and emissions
reduction, which complicates GETRAG’s internal and external environment.Therefore,
in the fierce market competition, the product with advanced technology, reliable quality
and competitive price is the key to achieve customer requirements.(2)Relatively weak
bargaining power while facing the upstream and downstream companies, relatively high
barriers to entry in transmission industry and fierce competition among transmission
manufacturers will directly affect GETRAG’s market competitive
strategy.(3)GETRAG’s market competitive strategy positions in “ constantly innovatingIII
new technology, setting up strong brand, seeking differentiation competitive and
achieving the growth and development of the enterprise”. In view of this, the full
implementation of GETRAG’s market competitive strategy should be based on the
management strategy, differentiation strategy, information strategy, marketing strategy
and brand strategy.
With the constant improvement of national relevant policies and the dynamic
change of market demand, more and more opportunities and challenges are brought to
GETRAG.Only if GETRAG takes the initiative to adapt to the national policies and
market changes, and constantly improve their own market competitive strategy, it can
maintain sustainable development in fierce market competition.
Key words: GETRAG (Jiangxi) Transmission Co., Ltd; market competitive strategy;
environment analysis of market competition;SWOT analysis; strategy implementationIV
目 录
中文摘要I
Abstract..........II
1 绪论....1
1.1 研究背景与意义.1
1.1.1 研究背景..... 1
1.1.2 研究意义..... 2
1.2 研究综述.3
1.2.1 国外研究综述......... 3
1.2.2 国内研究综述......... 6
1.2.3 文献述评..... 6
1.3 研究内容.7
1.4 研究方法.8
1.5 研究创新.8
2 理论基础...... 10
2.1 五力竞争模型...10
2.2 SWOT 分析法.....11
2.3PEST 分析法...... 12
3 格特拉克公司市场竞争的环境分析..........13
3.1 格特拉克公司概况......13
3.2 格特拉克公司市场竞争的宏观环境分析......13
3.2.1 政治环境... 13
3.2.2 经济环境..
。。。以上简介无排版格式，详细内容请下载查看