 ==>> 点击下载文档 |
本文对世界百强跨国汽车企业 D 集团进行在华发展战略研究。通过对 D 集
团在华发展的整个战略管理过程进行分析，运用定性与定量相结合的研究方法，
从战略分析入手，到战略选择与战略实施，得到 D 集团在华发展战略整体研究
报告，为 D 集团在华未来发展战略的选择与实施提供方向
本文的结论为：面对不断扩大的中国汽车消费市场，D 汽车集团在华发展战
略的方向为积极的机会型发展战略。具体应做到：（1）积极进行汽车研发创新
面对中国政府的新能源汽车政策倾向，加大对新能源汽车的研发力度，同时针对
中国消费者的产品偏好，积极研发出符合中国市场的环保新车型。（2）促进营销
策略发展。加大对经销商网络的部署，合理利用合资企业的经销商网络，并注重
对经销商的培训，保证经销商为消费者提供便捷良好的服务。（3）实施更加深入
的本土化战略。企业应该积极应对中国复杂多变的经济环境，“放眼全球，深耕
本土”，实施更加深入的本土化战略
本文的创新点在于以下三点：（1）本文在分析过程中采用多种定量分析方法，
摒弃之前学者仅采取定性分析法研究企业战略管理的弊端，使得战略管理分析更
具理性，更有说服力。（2）学者对企业战略的研究大多局限于战略选择，然而本
文从战略分析入手，到战略选择以及战略实施各个方面，涉及到战略管理的全过
程，更具有完整性。（3）本文采取案例研究的方式，结合 D 汽车集团实际情况
进行分析，得出的结论更符合现实，可以为其他企业在华发展战略提供参考
关键词：D 集团，战略管理，定量 SWOT，模糊评价矩阵Abstract
Since twenty-first century, the automobile industry has developed rapidly. China, as a
new auto consuming country, has attracted the attention of many multinational auto
companies. Multinational automobile company D group is one of the most influential
and commercial vehicle producers in the world. In D group’s globalization view,
China is the largest overseas consumer market and also the most important
competitive market. Now Chinese automobile industry development vigorously,
government policy preferences and industry environment are constantly changing, so
in the face of Chinese auto market changes, D group should formulate good
development strategy in China, so as to catch the trend of fast development in China
automotive consumer market and maximize its own interest.
This paper studies the development strategy of D group in China. Through the
analysis of the whole process of strategic management of D group in China, with the
method of combining qualitative analysis and quantitative analysis, from strategic
choice to strategy implementation, this paper finally get D Group development
strategy research report in China, and provide direction to D group’s future
development strategy .
The conclusion of this paper is that in the face of the Chinese expanding auto
consumption market, D Group should choose positive opportunity development
strategy . Specific should be: (1) Actively carry out automotive R&D innovation.
Facing the policy tendency of the new energy vehicles of the Chinese government,
efforts should be made to increase the R&D efforts of new energy vehicles. At the
same time, aiming at the research the product for Chinese consumers’ preferences and
actively develop new models for environmental protection which are in line with the
Chinese market. (2) Pay attention to the marketing strategy. In order to increase the
dealer network, D Group should rationally use of joint venture’s dealer network, and
pay attention to dealer training, to ensure that dealers provide consumers withconvenient and good service. (3) Implement a deeper localization strategy. Enterprises
should actively cope with China&39;s complex and ever-changing economic environment,
take a broad view of the world, deeply plowing the mainland, implement
localization strategy in depth.
The innovation of this paper lies in three following points: (1) Abandon previous
drawbacks method of enterprise strategic management and make the analysis more
rational, more convincing with methods of quantitative analysis and qualitative
analysis. (2) Research on enterprise strategy before are mostly limited to the strategic
choice, but this paper studies the whole process of strategic management, from
strategic analysis, strategic choice to strategy implementation . (3) This paper adopts
the method of case study, analyzes the actual situation of D automobile group, and
draws the conclusion which is more in line with reality, which also can provide
reference for other enterprises in China.
Key words: D group, strategic management, quantified SWOT analysis, fuzzy
evaluation matrix目录
1 绪论 ..........1
1.1 选题背景 ........1
1.2 研究意义 ........2
1.2.1 理论意义 2
1.2.2 现实意义 2
1.3 国内外研究综述 .......2
1.3.1 国外研究综述 .....2
1.3.2 国内研究综述 .....4
1.4 研究内容 ..........
。。。以上简介无排版格式，详细内容请下载查看
