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松原市金达洲汽车销售服务有限公司竞争战略研究_MBA毕业论文DOC

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文本描述
摘要
随着我国经济持续发展和社会不断进步,我国人均收入和消费水平都有显著
的提高,特别是我国汽车产销不断增长,我国目前已经成为世界上的第一大汽车
销售市场,而且我国人口基数较大,购买力相对较强,购车群体年轻化,汽车销
售潜在市场有待开发。但是,近几年汽车销售热度锐减,行业竞争者逐年增多,
汽车销售市场进入平稳增长阶段,另外替代品威胁增强,购车者的消费观念发生
根本性变化,购车需求更加多样化。因此,汽车销售企业将会面临更大的机遇和
挑战

金达洲汽车销售服务有限公司是一家以整车销售为主的私营有限公司,公司
要想在激烈的市场竞争中适应多变的经济环境,获得生存和发展,就迫切的需要
制定符合自身实际的竞争策略。本文运用 PEST 分析法和波特五力分析模型对公
司的外部环境进行了分析,得出公司目前机遇大于挑战的结论,宏观的政治经济
和社会人文环境都有利于汽车销售企业的发展,行业竞争虽然激烈,但是行业潜
在竞争对手进入壁垒较高,压力较大,替代品也构不成主要威胁。同时本文对公
司内部环境进行了分析,通过对公司人力资源、业务情况、经营状况和市场地位
的分析,得出了公司的优势和劣势,公司具有地理位置优越;设备先进,技术领
先;品牌效应突出;营销网络健全等优势,但是公司也存在着管理层素质不高;
管理客户能力缺乏等不足,总体来说,公司优势明显大于劣势。根据内外部环境
分析结果运用 SWOT 分析法,本文在研究中得出,由于市场竞争越来越激烈,
所以企业为了持续健康发展,就要克服自身不足,根据客户特性和竞争对手特点
在汽车销售方面采取差异化的竞争战略。为了确保竞争战略的顺利实施,制定了
一系列保障措施,如提升企业创新能力;优化组织结构;树立企业文化;丰富营
销方式等。本文将为金达洲汽车销售服务有限公司的长期发展提供参考性意见,
同时也对中国同类企业制定竞争战略具有指导意义

关键词:竞争战略;汽车销售公司;SWOT 分析法
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II
Abstract
With the continuous economic and social development, China has seen
significant increase of per capita income and consumption level. What’s more, the
continuous increase of automobile production and sales has made China the largest
car sales market in the world. In addition, with large population base, China has
strong purchasing power with young-end car consumers, so the automobile market
has great potential waiting to be developed. However, in recent years, automobile
sales fell sharply, and industry competitors increased year by year, so the automobile
sales market enters into a steady-growth stage. In addition, with greater threats of
alternatives, the consumption idea of car consumers has taken fundamental changes
with more diversified demands for cars. Therefore, automobile sales enterprises will
face greater opportunities and challenges.
Jindazhou Automobile Sales & Service Co.,Ltd is a privately owned limited
company, specializing in vehicle sales. In order to adapt to the changing economic
environment and survive and develop in the fierce market competition, the company
is in urgent to develop competitive strategies according to its own condition.This
paper uses PEST analytical method and Michael Porter&39;s Five Forces Model to
analyze the external environment of the company, and draws the conclusion that the
company faces more opportunities than challenges at present. The macroscopical
political economy and social humanity environment are favorable to the development
of automobile sales enterprises. Although the industry competition is fierce, the
potential competitors are under large pressure of entering the market, unable to
constitute a major threat. Meanwhile,it makes analysis of the internal environment of
the company, including human resources, business conditions, operating conditions
and market position, whereby concludes the advantages and disadvantages of the
company.The company has good strategic location, advanced equipment, leading
technology, outstanding brand effect and sound marketing network, but its
management level quality is not high, and there is a lack of management capacity and
other deficiencies. On the whole, the company advantages are significantly greater
than the disadvantages. According to the analytical results, it uses SWOT analysis
method to conclude that as the market competition is becoming increasingly more
fierce, enterprises should overcome their own deficiencies in order to guarantee
sustainable and healthy development, and develop different competitive strategies
according to the characteristics of customers and competitors. It develops a series of
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measures in order to ensure the smooth implementation of the competitive strategies,
such as improving the innovation ability of enterprises, optimizing the organizational
structure, establishing corporate culture, enriching marketing methods,etc. This paper
will provide a reference for the long-term development of Jindazhou Automobile
Sales & Service Co.,Ltd. and it will have guiding significance on the development of
competitive strategies for similar enterprises in China.
Key words: competitive strategy; automobile sales company; SWOT analysis
method
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目 录
摘要.I
ABSTRACT...... II
第 1 章 绪 论..1
1.1 研究背景和意义......... 1
1.1.1 研究背景.......... 1
1.1.2 研究意义.......... 1
1.2 国内外研究现状......... 2
1.2.1 国外研究现状.. 2
1.2.2 国内研究现状.. 3
1.3 研究内容和方法......... 6
1.3.1 研究内容.......... 6
1.3.2 研究方法.......... 6
1.4 本文创新点..... 6
第 2 章 企业战略管理概述......7
2.1 企业战略管理的概念与特点. 7
2.2 战略管理的过程......... 8
2.3 企业竞争战略类型... 10
2.3.1 成本领先战略 10
2.3.2 产品差异化战略........ 11
2.3.3 集中战略........ 12
2.4 战略管理常用分析工具....... 13
2.4.1 PEST 分析法 .. 13
2.4.2 波特五力模型分析法 14
2.4.3 SWOT 分析法15
第 3 章 松原市金达洲汽车销售服务有限公司战略环境分析........16
3.1 公司概况....... 16
3.2 宏观环境分析........... 16
3.2.1 政治法律环境分析.... 16
3.2.2 经济环境分析
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