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MBA毕业论文_共享经济下C公司租车业务竞争战略研究DOC

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随着移动互联网、手机支付、大数据、物联网、人工智能等新兴技术的蓬勃发展,共享 经济概念深入人心,并影响到了人们生活的方方面面,进而促进了共享经济企业的迅速发展。 在共享经济大环境下,企业之间的竞争已经超越了传统的企业之间的价格竞争、市场竞争, 不断朝着企业核心竞争力、企业竞争优势转变。隶属于租赁行业的 C 公司也不例外。该公司 汽车租赁业务一直是公司的核心业务,其业务的发展与共享经济和互联网技术的发展关系密 切。C 公司要想在激烈的汽车租赁业务市场竞争中取得竞争优势,就需要依据共享经济的特 点和公司自身的情况进行战略转型,确定公司合理的竞争战略,促进公司自身的健康可持续 发展。因此,论文研究具有实际意义。 论文基于共享经济的特点和企业战略管理理论与方法,首先针对 C 公司所处的行业及其 自身的发展状况进行了波特五力模型分析,确定以差异化战略+云战略为该公司未来的竞争战 略;随之从法律法规、市场竞争、业务发展、业务定价和技术更新等方面围绕该公司竞争战 略实施的风险进行了研究,明确了各类风险对 C 公司战略实施的影响;再者从多个方面提出 了风险应对措施,包括拓展业务范围、重视三四线城市的发展、建立多样业务模式、在现有 业务模式下和各行各业展开合作、提供多样服务等。论文的研究结果为 C 公司竞争战略的实 施和竞争实力的提升,提供了理论支撑。论文主要内容如下: (1)在公司竞争战略制定方面,利用波特五力模型分析了 C 公司所处的行业竞争状况, 依据公司愿景、战略目标和自身的优势,明确了 C 公司所采取的竞争战略。 (2)在公司竞争战略实施风险分析方面,将该公司面临的风险因素归类为法律法规、市 场竞争、业务发展、业务定价、财务管理与商务模式、技术、管理协调、人力资源等方面, 分析了各类风险的影响作用。 (3)在公司竞争战略实施风险应对方面,针对技术、业务、产品业务拓展、市场竞争、 人力等多方面的风险,制定出相应的应对策略,提出了进一步发挥领先优势、联手合作伙伴, 扩展业务范围、继续加强国际间合作、完善其汽车租赁服务体系、培养优秀人才等风险应对 策略 。 关键词:共享经济,汽车租车行业,竞争战略,波特五力模型,风险管理II Abstract With the rapid development of the emerging technologies, such as mobile Internet, mobile payment, big data, Internet of Things and artificial intelligence, the concept of sharing economy has penetrated people's hearts and affected all aspects of people's lives, which promotes rapid development of shared economic enterprises. Under the condition of shared economy, the competition among enterprises has surpassed the price competition and market competition of the traditional enterprises, continuously shifted toward the core competitiveness and competitive advantage of enterprises. C enterprise of the rental industry is no exception. The car leasing business is always the core business of the enterprise, which is closely related to the development of the sharing economy and Internet technology. If C enterprise wants to gain competitive advantage in the fierce competition of car rental market, it is important for C enterprise to carry out strategic transformation according to the characteristics of the sharing economy and the company's own situation, to determine a reasonable company competition strategy, which will promote the enterprise's own healthy and sustainable development. Therefore, the research of the thesis has practical significance. In the thesis, based on the characteristics of shared economy and method of enterprise strategic management theory and method, Porter’s Five Forces Model Analysis is firstly carried out, and the differentiated strategy + cloud strategy that is the enterprise's future competitive strategy is determined. Then from the aspects of laws and regulations, market competition, business development, business pricing and technology update, the risks of the enterprise's competitive strategy are analyzed, which clarify the impact of various risks on enterprise's strategy implementation in the future. In addition, the risk countermeasure are proposed from various aspects, which include expanding business scope, focusing on the development of third and fourth tier cities, establishing diversified business models, cooperating with various industries under various existing business models and providing diverse services etc. The research results of the thesis provide theoretical support for the implementation of enterprise's competitive strategy and the improvement of competitive strength. The main contents of the thesis are as follows: (1)In the formulation of the company's competitive strategy, Porter Five Forces model is used to analyze the industry competition situation of Car rental industry. According C enterprise's vision, strategic goals and its own advantages, the competition strategy adopted by C enterprise was given.III (2)In the risk analysis on the implementation of the enterprise's competitive strategy, the risk factors are classified into laws and regulations, market competition, business development, business pricing, financial management and business models, technology, management coordination, human resources and others. The impacts of the risk factors are analyzed. (3)For the risk countermeasures in the implement process, the corresponding countermeasures, such as further developing its leading edge, cooperating with partners, expanding its business scope, continuously strengthening international cooperation, improving its car rental service system, training outstanding talents are given. Keywords: Sharing economy, Car rental industry, Competitive strategy, Porter's five-force model, Risk managementIV 目录 第一章 绪论............................................................................................................................................................. 1 1.1 研究背景及意义 ........................................................................................................................................ 1 1.2 国内外相关研究文献综述 ........................................................................................................................ 2 1.2.1 共享经济方面 ................................................................................................................................. 2 1.2.2 战略管理方面 ................................................................................................................................. 3 1.2.3 风险管理方面 ................................................................................................................................. 3 1.3 研究思路、方法和研究框架 .................................................................................................................... 4 1.3.1 研究思路 ......................................................................................................................................... 4 1.3.2 研究方法与框架 ............................................................................................................................. 4 第二章 共享经济与战略管理理论 ......................................................................................................................... 6 2.1 共享经济的内涵和特征 ............................................................................................................................ 6 2.1.1 共享经济涵义 ................................................................................................................................. 6 2.1.2 共享经济的特征 ............................................................................................................................. 6 2.1.3 共享经济的类型 ............................................................................................................................. 7 2.2 战略管理理论与方法 ................................................................................................................................ 8 2.2.1 战略管理概念及内容 ..................................................................................................................... 8 2.2.2 战略管理方法 ................................................................................................................................. 8 2.3 风险管理理论与方法 .............................................................................................................................. 10 2.3.1 风险管理概念 ............................................................................................................................... 10 2.3.2 风险管理理论与方法 ................................................................................................................... 10 第三章 C 公司汽车租赁业务发展现状分析........................................................................................................ 12 3.1 我国汽车租赁行业市场总体情况 .......................................................................................................... 12 3.1.1 汽车租赁业务发展历程 ............................................................................................................... 12 3.1.2 汽车租赁业务及商业模式 ........................................................................................................... 15 3.2 C 公司业务发展现状分析........................................................................................................................ 18 3.2.1 C 公司业务发展情况..................................................................................................................... 18 3.2.2 C 公司现有竞争战略..................................................................................................................... 18 3.2.3 C 公司财务状况............................................................................................................................. 19 第四章 C 公司竞争战略的制定............................................................................................................................ 22 4.1 C 公司竞争战略制定的前提.................................................................................................................... 22 4.1.1 行业现有竞争者分析 ................................................................................................................... 22 4.1.2 潜在竞争者分析 ........................................................................................................................... 25 4.1.3 替代品威胁 ................................................................................................................................... 27 4.1.4 供应商议价能力 ........................................................................................................................... 27 4.1.5 购买者议价能力 ........................................................................................................................... 27 4.2 C 公司竞争战略的确定............................................................................................................................ 28 4.2.1 C 公司竞争战略目标..................................................................................................................... 28 4.2.2 C 公司竞争战略的确定................................................................................................................. 29 4.3 本章小结 ................................................................................................................................................... 31 第五章 C 公司竞争战略实施风险分析................................................................................................................ 32 5.1 国家相关法律法规方面 .......................................................................................................................... 32 5.2 市场与业务方面 ...................................................................................................................................... 33 5.2.1 市场竞争方面 ............................................................................................................................... 33 5.2.2 业务发展方面 ............................................................................................................................... 33V 5.2.3 业务定价方面 ............................................................................................................................... 33 5.3 财务管理与商务模式方面 ...................................................................................................................... 34 5.4 技术更新方面 .......................................................................................................................................... 34 5.5 业务管理方面 .......................................................................................................................................... 35 5.5.1 管理协调方面 ............................................................................................................................... 35 5.5.2 人力资源方面 ............................................................................................................................... 35 5.6 本章小结 .................................................................................................................................................. 35 第六章 C 公司竞争战略实施风险对策................................................................................................................ 36 6.1 市场与业务风险对策 .............................................................................................................................. 36 6.1.1 市场竞争风险对策 ....................................................................................................................... 36 6.1.2 业务发展对策 ............................................................................................................................... 36 6.1.3 业务定价风险对策 ....................................................................................................................... 38 6.2 财务风险与商务模式对策 ...................................................................................................................... 39 6.2.1 财务风险对策 ............................................................................................................................... 39 6.2.2 商务模式风险对策 ....................................................................................................................... 40 6.3 技术风险对策 .......................................................................................................................................... 40 6.4 管理风险对策 .......................................................................................................................................... 42 6.4.1 管理协调风险对策 ....................................................................................................................... 42 6.4.2 人力资源风险对策 ....................................................................................................................... 42 第七章 总结与展望............................................................................................................................................... 44 7.1 论文总结 .................................................................................................................................................. 44 7.2 论文研究展望 .......................................................................................................................................... 44